SevenSix Agency’s 2024 Influencer Pricing Report Reveals Stark Pay Disparities
“We needed data to back up what we have always been saying, which is that lighter-skinned or racially ambiguous creators would be getting more work than those who had dark skin.”
Every year, SevenSix Agency release a report to analyse influencer pay across the industry. This comprehensive report is an invaluable tool designed to shed light on the current landscape of influencer pay, emphasising transparency, diversity, and equity. As the influencer marketing industry continues to grow, our mission remains clear: to bridge the gap between creators and brands, ensuring fair compensation for all influencers, regardless of their background.
What is the Influencer Pricing Report?
The SevenSix Agency Influencer Pricing Report is an annual report that explores the pay disparities among influencers, offering a detailed analysis of pricing across various social media platforms, including TikTok and Instagram. Since its inception in 2021, this report has become a cornerstone for brands, agencies, and creators, providing critical insights and guidelines to navigate the often confusing world of influencer fees.
Aims of the Report
Highlight pay disparities: We delve into the significant pay gaps influenced by race, skin tone, age, and disability, presenting a clear picture of the current state of influencer compensation.
Provide pricing transparency: By providing detailed pricing suggestions, we empower influencers to confidently price their work and ensure fair negotiations with brands.
Champion DE&I: Our report underscores the importance of inclusive practices in influencer marketing, advocating for equitable opportunities for all creators.
Key Findings
Our report reveals the largest pay gaps we've ever seen in the industry, such as…
Black influencers earn 34.04% less than white influencers.
South Asian influencers earn 30.70% less than white influencers.
East Asian influencers earn 38.40% less than white influencers.
Southeast Asian influencers earn 57.22% less than white influencers.
*(Note: in the full report, insights on hair texture, age, skin tone, disability and more are also revealed.)
Engagement and Value
We also explore how engagement metrics and additional charges such as exclusivity agreements and usage rights affect overall compensation. Our detailed breakdowns help influencers and brands understand the true value of content creation.
Future Trends
Looking ahead, we predict significant shifts in the industry, including a rise in IRL activations, long-term ambassadorships, and the strategic use of user-generated content (UGC). These trends highlight the evolving nature of influencer marketing and the growing importance of authentic, meaningful collaborations.
Take Action for a Fairer Industry
For brands and industry professionals, this report is a must-have resource to ensure your campaigns are not only effective but also equitable and inclusive. For influencers, understanding these dynamics can help you negotiate better deals and align with brands that value and respect your contributions.
Join the Creator Club
If you're an influencer and not yet a member of our Creator Club, now is the perfect time to join! Members get exclusive access to the full Influencer Pricing Report for FREE, along with a host of other benefits designed to support and empower your journey in the influencer marketing world.
There is still so much work to be done so stay informed, stay empowered, and let's work together to create a more inclusive and equitable industry for all!
