IZEA INSIGHTS

The
State of
In uencer
Earnings ™

FEBRUARY 2022
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 BACKGROUND

The data represented in this report spans over $60 million in

payments to in uencers on a variety of social media
platforms.

GOALS

• Educate marketers and creators on trends within IZEA’s ecosystem of agencies,

brands, and in uencers.
• Push the greater in uencer marketing industry toward reasonable pay for creators
working on various platforms.
• Help creators understand the value they provide to brands and how to price
themselves to remain competitive.
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Cost Per Post by Platform

2021 Average Cost Paid Per Post Per Platform

(Single post on one platform, in uencers of all size)

$5,000

$4,500 Posts on TikTok and YouTube

$4,491
earn 2-4 times more than
$4,000
almost all other platforms.

$3,500
$3,514

$3,000

$2,500

$2,000 $2,114

$1,500

$1,170
$1,000
$906
$833

$500

$284
$0
Twitter Facebook Instagram Story Instagram Photo Pinterest TikTok YouTube

Source: IZEA platform data

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Cost Per Post by Platform

2021 Average Cost Paid Per Post Per Platform Combo

(One post on each platform, in uencers of all size)

$14,000

$12,600 Posting YouTube videos and Instagram $13,025

Stories is 2.4 times more rewarding than

$11,200
the combo of Instagram and TikTok.

$9,800

$8,400

$7,000

$5,600
$5,453

$4,200

$2,800 $3,054
$2,586 $2,646
$2,208
$1,400

$0
FB + IG Photo Blog + FB IG Story + IG Photo FB + IG Story + IG Photo IG Story + TikTok IG Story + YouTube

Source: IZEA platform data

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 Cost Per Post by In uencer Tier

Influencers of All Tiers on All Platforms (2015-2021)

Nano Micro Mid-Tier Macro Mega

$7,000

$6,300

$5,600
2021 Cost Per Post
$4,900
bounces to record
$4,200 rates as marketers
$3,500
invest in in uencers.
With the exception of web
$2,800
celebrities (1 million-plus
followers), every size of
$2,100
in uencer saw record average
payment sizes in 2021.
$1,400

$700

$0
2015 2016 2017 2018 2019 2020 2021

Source: IZEA platform data

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Nano-In uencer Cost Per Post

Influencers With 1,000-9,999 Followers: All Platforms (2015-2021)

Nano 3 Year Moving Average

$1,000

$901
$900 36x

$800

$700

$600

$500 $484
$442

$400
$362

$300

$229
$200

$100
$64
$25
$0
2015 2016 2017 2018 2019 2020 2021

Source: IZEA platform data

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Micro-In uencer Cost Per Post

Influencers With 10,000-49,999 Followers: All Platforms (2015-2021)

Micro 3 Year Moving Average

$1,600
$1,516
13.9x
$1,440

$1,280

$1,120

$1,000
$960
$869

$800
$728

$640
$574

$480

$320
$229

$160
$109

$0
2015 2016 2017 2018 2019 2020 2021

Source: IZEA platform data

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Mid-Tier In uencer Cost Per Post

Influencers With 50,000-199,999 Followers: All Platforms (2015-2021)

Mid-Tier 3 Year Moving Average

$3,200
$3,087
6.4x

$2,880

$2,560

$2,240
$2,030
$1,913
$1,920

$1,600

$1,310
$1,280
$1,165

$960

$724
$640
$481

$320

$0
2015 2016 2017 2018 2019 2020 2021

Source: IZEA platform data

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Macro-In uencer Cost Per Post

Influencers With 200,000-499,999 Followers: All Platforms (2015-2021)

Macro 3 Year Moving Average

$5,500

5.3x $5,043
$4,950
$4,590

$4,400

$3,850
$3,608

$3,300

$2,750
$2,453

$2,200
$1,922

$1,650
$1,352

$1,100 $949

$550

$0
2015 2016 2017 2018 2019 2020 2021

Source: IZEA platform data

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Mega-In uencer Cost Per Post

Influencers With 500,000-999,999 Followers: All Platforms (2015-2021)

Mega 3 Year Moving Average

$7,000
4x
$6,786

$6,300

$5,600

$4,900 $4,812

$4,230 $4,259
$4,200 $4,166

$3,500 $3,342

$2,800

$2,100
$1,694

$1,400

$700

$0
2015 2016 2017 2018 2019 2020 2021

Source: IZEA platform data

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Web Celebrity Cost Per Post

Influencers With 1,000,000+ Followers: All Platforms (2015-2021)

Web Celebrity 3 Year Moving Average

$8,000
$7,753

$7,200 $7,002

$6,488
$6,400 2.1x

$5,600
$5,247
$4,922
$4,800

$4,000

$3,258
$3,200 $3,012

$2,400

$1,600

$800

$0
2015 2016 2017 2018 2019 2020 2021

Source: IZEA platform data

Champion
the Creators.
®

© 2022 IZEA Worldwide, Inc.