Influencermarketing has spread across all social media and video-sharing platforms acrossthe internet. These individuals are paid depending on different factors such as the tier or type of influencer. A survey conducted by Marketing hub revealed the amount of money influencers get paid per promotional post they make on the platform. The responses were classified based on the type of influencers starting with Nano, Micro, Mid-tier, Macro, and Mega influencers. The pay varies as you move up the tiers. But by how?
YouTube has become one of the most preferred platforms for influencer marketing. One of the major reasons behind the trend includes the constantly increasing rate ofcontent creation. Many people are following up on content created by their favorite influencers. It has been revealed that 60% of the content on YouTube is created by influencers and 39% by brands.
According to the report published by Ahmed in 2021 April, Nano influencers were 38%,Micro-influencers 39%, Mid-tier influencers 20%, Macro Influencers less than 2%, and Mega influencers less than 1% of the total number of influencers on YouTube. So here is how they are paid;
Nano influencers on YouTube are usually paid between $20 and $200 per YouTube post. Micro-influencers' pay ranges between $200 and $1,000. Mid-tier influencers’ pay ranges between $1,000 and $10,000 per post. Macro-influencers’ pay lies within $10,000 to $20,000. At the top is the mega influencers who are usually paid $20,000 or more per YouTube post.
Facebook is arguably the leading social networking platform around the world. While Facebook may be used for other purposes, the platform gained popularity as a result of facilitating a connection between friends and family. It is also used for entertainment. These features provide an ideal environment for influencers to establish a relationship with their followers. It is estimated that 86% of marketers are actively using Facebook for marketing. These companies use Facebook to establish a relationship with their customers, advertise products and do local marketing campaigns.
Nano influencers on Facebook are usually paid between $25 and $250 per Facebook post. Micro-influencers' pay ranges between $250 and $1,250. Mid-tier influencers’ pay ranges between $1,250 and $12,500 per post. Macro-influencers’ pay lies within $12,500 to $25,000. At the top is the mega influencers who are usually paid $25,000 or more per Facebook post.
In a report published by Digitalworld information, the lowest tier of influencers (Nano) are 54% of the total. It implies that more than half of the influencers on Instagram belong to the lowest tier. Macro influencers stood at 33%, Mid-tier at 11%, and Macro and Mega with less than 1%.
Nano influencers on Instagram are usually paid between $10 and $100 per Instagram post. Micro-influencers' pay ranges between $100 and $500. Mid-tier influencers’ pay ranges between $500 and $5,000 per post. Macro-influencers’ pay lies within $5,000 to $10,000. At the top is the mega influencers who are usually paid $10,000 or more per Instagram post.
Didyou know that Twitter is the 9th most visited website across the world? Some more interesting stats? 16% of people in the digital space said they use Twitter for brand research. In a similar report published on Hootsuite, it was revealed that 54% of the Twitter audience would consider making a purchase of the new product after the brand research. These facts provide an insight into how companies are using influencers to promote their products. Below is a list of payment distribution of the Twitter influencers.
Nano influencers on Twitter are usually paid between $2 and $20 per tweet. Micro-influencers' pay ranges between $20 and $100. Mid-tier influencers’ pay ranges between $100 and $1,000 per post. Macro-influencers’ pay lies within $1,000 to $2,000. At the top is the mega influencers who are usually paid $2,000 or more per tweet.
Therapid growth of TikTok started in late 2019 through 2020. At some point, the video-sharing platform grew by 123% in the United States of America. Sprout social reported that TikTok has the highest engagement rate (18%) as compared to Instagram and YouTube which had 3.86% and 1.63% respectively.
A survey published by DigitalInformationworld.com indicated that 15% of the influencers on the platform we Nano influencers, 16% Micro, 29% Mid-tier, 4% Macro, and 36% which is the majority were Mega influencers. Below is the payment distribution up the hierarchy.
Nano influencers on TikTok are usually paid between $5 and $25 per TikTok post. Micro-influencers' pay ranges between $25 and $125. Mid-tier influencers’ pay ranges between $125 and $1,250 per post. Macro-influencers’ pay lies within $1,250 to $2,500. At the top is the mega influencers who are usually paid $2,500 or more per TikTok post.
Therefore, the tier of an influencer will have a significant impact on the amount of money they receive per social media post. These payments also vary from one platform to another. It's also important to note that the figure is subject to change due to different economic factors and social media usage dynamics.
Ahmed.A.(2021). Ever thought about how many influencers exist in the world, and acrossall the major social media platforms? This research shows some astonishingfigures. Digitalinformationworld: https://www.digitalinformationworld.com/2021/04/ever-thought-about-how-many-influencers.html
Sheikh.M. (2022). 30 TikTok Stats Marketers Need to Know in 2022. Sproutsocial: https://sproutsocial.com/insights/tiktok-stats/