IZEA Releases The 2020 State of Influencer Equality
January 21 2020 - 9:00AM
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.
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 phenomenon is being driven
by the desire of brand marketers to be more inclusive in their
marketing efforts, in response to a changing consumer base. Not
only have persons of color gained 12% more market share over the
course of the past five years, they have also seen a dramatic
increase in their earnings, commanding a 12% to 51% premium over
Caucasian influencers.”
2015-2019 Sponsored Post Price Increases by
Race:
- Sponsored Post prices charged by Asian influencers have risen
1,526% from $101 to $1,542 on average.
- Sponsored Post prices charged by influencers of African descent
have risen 1,075% from $129 to $1,387 on average.
- Sponsored Post prices charged by Hispanic influencers have
risen 854% from $146 to $1,248 on average.
- Sponsored Post prices charged by Caucasian influencers has
risen 756% from $135 to $1,021 on average.
“We have seen a tremendous earnings equalization among various
ethnicities and races, yet the earnings gap between male and female
influencers persists,” continued Murphy. “We believe this gap is
largely due to the abundance of brand-friendly female influencers.
Influencer marketing started with ‘mommy bloggers’ more than a
decade ago, and females still dominate the landscape today.
However, the sheer volume of female influencers vying for brand
dollars reduces their pricing leverage compared to their male
counterparts. Scarcity and demand largely drive price and
unfortunately appear to be working against female influencers,
particularly those who identify as Caucasian.”
Visit IZEA.com to download the full report and for more
influencer marketing statistics.
About IZEA Worldwide, Inc.IZEA Worldwide, Inc.
(“IZEA”) operates IZEAx, the premier online marketplace that
connects marketers with content creators. IZEAx automates
influencer marketing and custom content development, allowing
brands and agencies to scale their marketing programs. IZEA
creators include celebrities and accredited journalists. Creators
are compensated for producing unique content such as long and short
form text, videos, photos, status updates, and illustrations for
marketers or distributing such content on behalf of marketers
through their personal websites, blogs, and social media channels.
Marketers receive influential content and engaging, shareable
stories that drive awareness. For more information about IZEA,
visit https://izea.com/.
Safe Harbor StatementThis press release
contains forward-looking statements within the meaning of Section
27A of the Securities Act of 1933, as amended, and Section 21E of
the Securities Exchange Act of 1934, as amended. Forward-looking
statements, which are based on certain assumptions and describe our
future plans, strategies and expectations, can generally be
identified by the use of forward-looking terms such as
“anticipates,” “believes,” “estimates,” “expects,” “intends,”
“may,” “plans,” “projects,” “will,” “would” or other comparable
terms. Examples of forward-looking statements include, among
others, statements we make regarding expectations of sales
activity, revenue and margins based on bookings, plans to increase
the size of our sales team, the financial impact of investments in
our software business, and continuation of new IZEAx customers and
their effect on future sales.
Forward-looking statements involve inherent risks and
uncertainties, which could cause actual results to differ
materially from those in the forward-looking statements, as a
result of various factors, including, among others, the following:
competitive conditions in the content and social sponsorship
segment in which IZEA operates; failure to popularize one or more
of the marketplace platforms of IZEA; changing economic conditions
that are less favorable than expected; and other risks and
uncertainties described in IZEA’s periodic reports filed with the
Securities and Exchange Commission. IZEA assumes no
obligation to update any such forward-looking statements to reflect
actual results or changes in expectations, except as otherwise
required by law.
- Influencer Marketing Payments by Race : Price
- Influencer Marketing Deal Flow by Race : Volume
- Influencer Earnings by Influencer Category
Press Contact
Martin Smith
IZEA Worldwide, Inc.
Phone: 407-674-6911
Email: ir@izea.com
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