May 9, 2022
Adam Dornbusch, CEO of creators platform EnTribe, said many factors have contributed to pay disparities within the influencer space. “As influencer marketing matured, the cost-effectiveness of dollars spent significantly decreased,” he explained. This created a wave of every type of brand jumping in and bidding up the price for influencers. Over time, prominent influencers began to earn thousands of dollars for sponsored posts. Meanwhile, an MSL survey showed that 77% of Black creators were considered to be micro-influencers by brands, despite their following and impressions – hence earning an average of $27,000 annually. By comparison, 43% of white respondents were considered macro-influencers and are making six figures a year.
Read the full article on Modern Retail.