Renowned online media marketing agency, IZEA, known for creating influencer marketing campaigns, recently released a new report, “State of Influencer Equality 2023.” The report covers different sensitive issues experienced in the industry on the basis of race, gender, and language.
The report covers the data collected by the company starting from 2015 until 2022. The main goal of the report was to keep their marketers aware of the changing trends in influencer marketing as well as to push the industry towards equality in all aspects. In addition to this, the company also wanted to create diversity.
Starting off with the first issue, influencer marketing payments on the basis of race, in this section, the report covered the average cost paid per post to the influencers on the basis of their race. Back in 2015, non-white influencers received the lowest pay per post, which was somewhere near $100, shortly followed by Asian influencers. Over the next few years, influencers from both of these races started to take over the chart, and by 2022, Asians were at the top as they received the most pay per post, with non-white influencers at the second position. While the white influencers were receiving the lowest pay per post. Other races, including Hispanic and black influencers, were all ahead of the white ones.
Meanwhile, on the other hand, based on the percent share of sponsorship transactions, white influencers were leading the chart. Eight years ago, the non-white influencers only had a 27 percent share, but with every passing year, the percentage kept increasing gradually till it reached 46 percent last year and became the new all-time high percentage.
When it comes to payments by the language spoken by the influencers, surprisingly, Japanese influencers received the highest pay per post, which was around $10,250. The Japanese were followed by German influencers and then the Chinese. While English-speaking influencers were in the 7th position, leaving French, Russian, and Italian influencers behind,
On the basis of gender, a trend similar to the one observed in race was followed. While male influencers were receiving higher pay per post, on the other side, in terms of their percent share of sponsorship, the chart was dominated by the female influencers. Since 2015, male influencers have been in the lead. By 2019, male influencers started receiving 1.9x more per post as compared to female influencers. However, from the very next year on, women started to catch up with the male influencers, and soon the 1.9x shrank to just 1.2x.
In addition to this, back in 2015, male influencers only had a 9% share in terms of sponsorship transactions. Over the next couple of years, men’s percent share kept increasing until it reached 21% last year. However, people of unspecified genders have been holding onto their share of 2% for the last 8 years.
When it came to Instagram stories by gender, the table turned from male influencers being in the lead in 2020 to getting crushed by female influencers the very next year. While the two genders received the same average cost per post in 2019, in 2020, men were in the lead, which then shifted to female influencers as they started getting 1.6 times more than the male influencers. Last year, female influencers were still in the lead, but the 1.6-fold difference came down to just 1.4x.
Under the payments by age section, the results show a complete shift of events. Back in 2015, influencers over the age of 65 were getting the highest pay per post. Very next year, influencers in the age range of 18–24 started to take over. The difference throughout the 8-year time period can easily be seen in the insight report. Surprisingly, in 2021, influencers at the age of 65 or above became the highest earning influencers, which was later taken on by influencers between the ages of 55 and 64, going head-to-head with the young influencers.
And lastly, on the basis of annual income, the report showed that influencers already earning a six-digit salary were also the ones receiving the highest cost per post.
Read next: The SEO study predicts the trajectory of content marketing tactics for 2023
The report covers the data collected by the company starting from 2015 until 2022. The main goal of the report was to keep their marketers aware of the changing trends in influencer marketing as well as to push the industry towards equality in all aspects. In addition to this, the company also wanted to create diversity.
Starting off with the first issue, influencer marketing payments on the basis of race, in this section, the report covered the average cost paid per post to the influencers on the basis of their race. Back in 2015, non-white influencers received the lowest pay per post, which was somewhere near $100, shortly followed by Asian influencers. Over the next few years, influencers from both of these races started to take over the chart, and by 2022, Asians were at the top as they received the most pay per post, with non-white influencers at the second position. While the white influencers were receiving the lowest pay per post. Other races, including Hispanic and black influencers, were all ahead of the white ones.
Meanwhile, on the other hand, based on the percent share of sponsorship transactions, white influencers were leading the chart. Eight years ago, the non-white influencers only had a 27 percent share, but with every passing year, the percentage kept increasing gradually till it reached 46 percent last year and became the new all-time high percentage.
When it comes to payments by the language spoken by the influencers, surprisingly, Japanese influencers received the highest pay per post, which was around $10,250. The Japanese were followed by German influencers and then the Chinese. While English-speaking influencers were in the 7th position, leaving French, Russian, and Italian influencers behind,
On the basis of gender, a trend similar to the one observed in race was followed. While male influencers were receiving higher pay per post, on the other side, in terms of their percent share of sponsorship, the chart was dominated by the female influencers. Since 2015, male influencers have been in the lead. By 2019, male influencers started receiving 1.9x more per post as compared to female influencers. However, from the very next year on, women started to catch up with the male influencers, and soon the 1.9x shrank to just 1.2x.
In addition to this, back in 2015, male influencers only had a 9% share in terms of sponsorship transactions. Over the next couple of years, men’s percent share kept increasing until it reached 21% last year. However, people of unspecified genders have been holding onto their share of 2% for the last 8 years.
When it came to Instagram stories by gender, the table turned from male influencers being in the lead in 2020 to getting crushed by female influencers the very next year. While the two genders received the same average cost per post in 2019, in 2020, men were in the lead, which then shifted to female influencers as they started getting 1.6 times more than the male influencers. Last year, female influencers were still in the lead, but the 1.6-fold difference came down to just 1.4x.
Under the payments by age section, the results show a complete shift of events. Back in 2015, influencers over the age of 65 were getting the highest pay per post. Very next year, influencers in the age range of 18–24 started to take over. The difference throughout the 8-year time period can easily be seen in the insight report. Surprisingly, in 2021, influencers at the age of 65 or above became the highest earning influencers, which was later taken on by influencers between the ages of 55 and 64, going head-to-head with the young influencers.
And lastly, on the basis of annual income, the report showed that influencers already earning a six-digit salary were also the ones receiving the highest cost per post.
Read next: The SEO study predicts the trajectory of content marketing tactics for 2023
