How was the Influencer Earning Survey conducted?
IZEA, an influencer marketing agency, has published its 2022 edition of The State of Influencer Earnings. The report based on a survey of over $60 million in influencer payments aims to help creators and brands interested in learning more about influencer marketing. Ultimately, the report aims to help brands understand what competitive rates are for different social media platforms and help creators understand the value they bring to a brand through their content. Here’s how much did influencers earn last 2021 ft. IZEA Insights: The State of Influencer Earnings
Video is King
Based on Izea’s report, video is crucial in how much an influencer is paid for a sponsored post and the financial reward a company can expect from the post.
“Posts on TikTok and YouTube earn 2-4 times more than almost all other platforms.”
The report also noted that a combination of posting YouTube videos and Instagram stories was two to four times more rewarding than a TikTok and Instagram story combination.
So, if your brand is looking to hire influencers, consider asking for a combination of Instagram stories and YouTube videos for the most financial rewards. On average, this combination earned $13,035 in financial returns among influencers of all sizes, while the Instagram story and TikTok video earned an average of $5,432. Facebook and Instagram photos were the weakest combinations, with an average return of $2,208.
In addition, YouTube videos have more longevity when compared to other types of social media posts, like Instagram stories or posts, which have diminishing returns over time.
In contrast, YouTube videos can continue to bring financial returns for a brand for many years.
As a creator, it’s essential to price sponsored evergreen content, like YouTube videos, at a higher rate because of this increased value.
Cost Per Post by Influencer Size
Regardless of influencer size, creators saw larger than average payments as more and more companies continue to invest more money into influencer marketing. This is terrific news for both the brands and the influencers because creators are getting paid more, and brands are reaping the many benefits of influencer marketing.
Cost Per Post Based on Size:
- Nano-Influencers (1,000 to 9,999 followers): On average, nano-influencers were paid $901 per post, which is 36 times more than they were paid in 2015.
- Micro-Influencers (10,000 to 49,999 followers): In 2021, micro-influencers were paid $1,516 per post on average, a significant 13.9x more than they were paid in 2015.
- Mid-tier influencers (50,000 to 199,999 followers): On average, mid-tier influencers received $3,087 per sponsored post in 2021, which is 6.4 times higher than sponsored posts in 2015 for influencers of this size.
- Macro-Influencers (200,000 to 499,999 followers): In 2021, macro-influencers were paid an average of $5,043 per post, which is up significantly from 2020’s $3,608 per post average. This figure is also up 5.3 times from 2015.
- Mega-Influencers (500,000 to 999.999 followers): Mega-Influencers saw an impressive $6,786 per sponsored post average in 2021, up over $2500 from 2020. $6,786 per post is also up four times what mega-influencers were paid per post in 2015.
- Web Celebrity (1,000,000+ followers): On average, web celebrities were paid $6,488 per post in 2021, which is down approximately $1,300 from 2020. Web celebrity influencers were the only influencer size that went down in average earnings per post.
One of the most interesting takeaways from this study is that web celebrities were paid substantially less per sponsored post in 2021 than in 2020.
Web celebrities lost nearly $1,300 on average per post and were only up 2.1 times compared to their 2015 average sponsored post rate. This is a staggeringly low increase compared to nano and micro-influencers, who saws increased rates of 36 and 13.9 times the average paid post in 2015.
Average Cost Paid Per Post Per Platform
So, we’ve already established that video content, such as Tiktoks and YouTube videos, performs the best for brands in terms of financial rewards and tends to pay well for creators too.
Now, let’s look at the specific average cost paid per post. Each of the following numbers is for a single post on one platform and is the average for influencers of all sizes.
- Twitter: $284 per post
- Facebook: $833 per post
- Instagram Story: $906 per post
- Instagram Photo: $1,170 per post
- Pinterest: $2,114 per post
- TikTok: $3,514 per post
- YouTube: $4,491 per post
Looking over these numbers, we found it interesting that Instagram stories cost less on average than Instagram posts. Since videos seem to outperform other types of social media content, this may be a missed opportunity for brands and creators.
If you’re a brand, consider using more sponsored video posts as part of your influencer marketing strategy for higher returns, especially TikTok and YouTube videos. If you’re a creator, use this information to price yourself more competitively and point out the ROI companies often see from video content.
Knowledge is power. Knowing what kind of content performs best can only help you if you’re a brand. If you’re a creator, know essential statistics, such as your average views, engagement, likes, etc., and use this to charge more competitively.
Statistics from the Izea report can help you charge and pay appropriate amounts for sponsored content. We recommend bookmarking this post and the Izea report for future reference throughout the year. Comment below sharing what 2021 rates you’ve seen for influencer marketing sponsored content.