When a white influencer gets paid $135, a Black influencer, on average, gets paid $100. And oftentimes less.
And faced with systemic realities and other odds that aren’t stacked in their favor, what begins as an unequal playing field for influencers of color, according to the report, can become an “unbridgeable opportunity gap.”
Seventy-seven percent of Black influencers fell into the microinfluencer tier where the median income was less than $28,000, compared to 59 percent of white influencers who fit within this tier. Within the microinfluencer category, half of Black creators fell into the lowest income tier compared to just 27 percent of white creators.
“I know from year to year, whether you’re running the same type of campaign or not, budgets change, things change but when it’s the same brand, through the same platform — because they were using an influencer platform — and you have the same deliverables, why is the price so drastically different?” she posed. “That’s why we’re doing this. That’s why this pay parity study is so incredibly important.
MSL has committed, among other things, to develop an Influencer Pay Index that would track all influencer pay through its Fluency platform with the aim of becoming “the benchmark for industry principles.” “I think the next step, and what we need to see taken, is how brands really intelligently engage in conversation and create real meaningful relationships with their loyalists, with audiences and potential audiences and even part-time audiences,” Littman said.
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