How Much Influencers Are Paid Per Sponsored Post on TikTok, YouTube

• A brand new examine checked out how a lot creators earned from model offers between 2015 and 2021.
• Charges have been growing, with nano influencers making 36 instances greater than they did in 2015.
• The exception is creators with over a million followers, whose earnings decreased in 2021.

Influencer advertising is likely one of the most profitable methods for creators to monetize, with some incomes a six-figure earnings — or extra — from partnering with manufacturers to promote their merchandise.

Based on Insider Intelligence, this department of promoting has grown by not less than 14% for every of the previous three years and is ready to succeed in over $4 billion in spending this yr.

A latest report from

influencer-marketing

agency Izea detailed simply how a lot manufacturers pay creators. Referred to as “The State of Influencer Earnings,” the report drew from the information of Izea’s on-line market, spanning over $60 million in funds to creators from 2015 to 2021.

The information confirmed that 2021 was a file yr for the common charge at which corporations pay creators.

Ted Murphy, the CEO and founding father of Izea who has labored in influencer advertising for nearly 16 years, stated the business’s latest progress has been outstanding.

“If we glance again at 2006, the common price proposed for marketed content material was between $2.5o and $5,” he stated. “Now, to see it within the 1000’s of {dollars} is fairly wonderful.”

Influencers not want tens of millions of followers to attain profitable model offers

Whereas six years in the past the one creators who may make a residing from model sponsorships have been those with tens of millions of followers, the tide has now shifted.

Nano influencers — these with a following between 1,000 and 10,000 — have seen the most important progress in payouts from manufacturers. In 2015, they received paid a median of $25 {dollars} for a sponsored publish. In 2021, the common worth per publish was $901 — that is 36 instances larger.

Manufacturers are likely to companion with small creators due to their viewers engagement, the devoted communities they construct, and their enthusiasm, Murphy stated.

“They’re wanting to work with manufacturers,” he added of nano influencers. “They go above and past. And so, they have an inclination to offer a bit extra bang for the buck.”

Micro influencers — those that have 10,000 to 50,000 followers — are additionally seeing unprecedented success. Their common paycheck per publish went from $109 in 2015 to $1,516 in 2021.

Solely creators with greater than 1 million followers noticed their earnings drop in 2021. Final yr, their earnings dipped to a median of $6,400 per publish after hitting an all-time excessive of $7,750 per publish in 2020.

This is a breakdown of the common price per publish by follower depend in 2021:

• Nano influencers (1,000-10,000 followers): $90
• Micro influencers (10,000-50,000 followers): $1,516
• Mid-tier influencers (50,000-200,000 followers): $3,087
• Macro influencers (200,000-500,000 followers): $5,043
• Mega influencers (500,000-1 million followers): $6,786
• Internet celebrities (1 million+ followers): $6,488

Manufacturers pay probably the most on YouTube, however TikTok is an in depth second

Izea analyzed information from six platforms: Twitter, Fb, Instagram, Pinterest, TikTok, and YouTube.

Probably the most profitable platform for model offers is Youtube, on which manufacturers paid a median of $4,5oo per single publish to promote with creators in 2021. TikTok is an in depth second, with a median of $3,5oo per publish. 

Posts on these two platforms price two to 4 instances greater than these on another platform.

YouTube has a bonus, Murphy stated, as a result of the long-form movies printed there have an extended shelf life. In the meantime, quick content material — like a one-minute TikTok or an Instagram Story, which expires 24 hours after publication — tends to fall out of relevance quicker.

Regardless of its shorter content material, TikTok’s meteoric rise in downloads and utilization — in 2021, it received extra visitors than Google — has advertisers investing within the platform.

Plus, on the finish of February, TikTok introduced it should begin supporting 10-minute-long movies, making a transfer into long-form video content material. That may put the platform squarely in competitors with YouTube for advert {dollars}, Murphy stated.

“Time will inform if TikTok is right here to remain,” he stated. “However there may be definitely a thirst for that longer kind content material, and I believe they’re smart in increasing past simply the viral dance movies.” 

This is a breakdown of the common price per publish by platform in 2021:

• YouTube: $4,491
• TikTok: $3,514
• Pinterest: $2,114
• Instagram feed picture: $1,170
• Instagram Story: $906
• Fb: $833
• Twitter: $284