The influencer community is one of the rare businesses where women dominate the field. Across all industries – travel, fashion, technology, food and entertainment – women make up 77% of the total number of influencers. You would think with such a stronghold on an industry, women’s pay would, at least, be equal to men – but no. On average, women are earning $351 per social media post while men earn $459, according to a report from Klear influencer marketing platform.
Pay gap highest on YouTube
“When segmenting the data by channel, we noticed that YouTube had the highest gender pay gap,” said Guy Avigdor, COO and co-founder of Klear, “Overall, we found a 33% gap across all other platforms, yet YouTube was 5% higher with a 38% pay gap between men and women.”
Klear analyzed more than 2,500 influencers across Instagram, Facebook and YouTube during all of 2018 and discovered the only industry where women influencers earn more than men was the travel industry, with women taking in $615 per post on average compared to the $570 per post rate earned by male travel influencers. (Ironically, across the industries measured, at 39% the travel industry contains the highest percentage of male influencers.)
In the lifestyle industry, where women make up 88% of the total number of influencers posting branded content, they are earning as much as $200 less per post than men. According to Klear’s data, women lifestyle influencers earn $466 per post versus $672 earned by men.
Read more here: https://marketingland.com/women-make-up-majority-of-influencer-community-earn-less-than-male-influencers-262193