Business
IZEA Releases The 2020 State of Influencer Equality
Influencers who identify as persons of color command up to a 51% premium over those who identify as Caucasian. Orlando, FL, Jan. 21, 2020 (GLOBE NEWSWIRE) --
About this update from Izea Worldwide, Inc.
[{"type":"text","content":"Influencers who identify as persons of color command up to a 51% premium over those who identify as Caucasian.\nOrlando, FL, Jan. 21, 2020 (GLOBE NEWSWIRE) -- IZEA Worldwide, Inc. (NASDAQ: IZEA), operator of IZEAx®, the premier online marketplace connecting brands and publishers with influential content creators, released the industry’s first published examination of earnings equality among social influencers. The report provides analysis of influencer earnings observed in IZEA’s online marketplace spanning 2014 to 2019. Data is comprised of negotiated rates between marketers and creators spanning the spectrum of micro-influencers to celebrities, and incorporates self-reported gender and race identifiers.\n\n \n \n \n \n \n \n \n \n \n \n \n 2015-2019 % Share of Sponsorship Transaction Volume Across All Social Platforms\n \n \n \n \n \n \n \n \n \n \n \n \n \n \n \n Average Cost Paid Per Post Across All Social Platforms (2014-2019)\n \n \n \n \n \n \n \n \n\n Key Findings Include: Over the past five years, the average earnings for all races and genders has risen dramatically. The average cost for a sponsored Instagram photo has risen 44% from 2018 to 2019 alone.In the last two years, persons of color commanded a premium over their Caucasian counterparts, with those of Asian descent making an average of 51% more per post.Females dominate the influencer marketing industry, receiving 87% of all transaction volume over the past five years.While females receive the lion’s share of deal flow, the abundance of brand-friendly female influencers ultimately drives prices lower, with females earning 47% less per post than males, on average.Influencers under the age of 24 command a premium of at least 44% more than those aged 25 years and older.Influencers with an annual household income of $100k+ or more per year charge an 80%+ premium for a sponsored post compared to their counterparts earning $50k or less per year. “Five years ago, Caucasian influencers received 73% of all sponsorship transaction volume,” said Ted Murphy, Founder and CEO of IZEA. “That number has been steadily decreasing and fell to 61% in 2019. Caucasians currently represent approximately 65% of the U.S. population, so we are now at a tipping point where persons of color are receiving an outsized portion of transaction volume relative to their population size. This phen...