Their names are Lena Situations, Emma Chamberlain or Kim Kardashian. The most popular influencers have built their business thanks to social networks. A business that can also pay off for micro-influencers. But what rates can you claim at your level? We tell you everything!
It has become a business like any other. The business of influence is heavy. The influencer marketing industry is expected to reach $16.4 billion by the end of 2022.
At least that’s what the Kolsquare study showed, which looked in particular at the average rates of KOLs, the “Key Opinion Leaders” or influencers, for creating content on the social networks Instagram, Twitter, Facebook, Snapchat, YouTube. TikTok and Twitch.
Firstly, the revenue is differentiated according to five types of influencers: nano-influencers with less than 10,000 subscribers, micro-influencers between 10,000 and 100,000 subscribers, macro-influencers and top influencers with more than 100,000 subscribers and those with more than 3 million subscribers.
Thanks to the variety of its formats, Instagram is the social network that offers multiple ways to make money. Count up to €165 for a simple post from a nano-influencer versus at least €25,000 for a celebrity, followed by millions of social users. Lives can also land you a small jackpot of €8,000 for macro influencers and up to €35,000 for a reel from a top influencer. The average rates can even reach several hundred thousand euros for the largest influencers.
Despite the criticism, Instagram remains the platform of choice for influencer marketing, with an average engagement rate of 5.7%. A success that enabled a price increase of around 20% for reels. This format is one of the most successful as more than 45% of accounts on Instagram interact with a reel at least once a week, generating 22% more engagement compared to traditional videos on the platform.
But don’t forget TikTok. The challenger saw their content creators increase their price by 20%. Same story on Twitch, where streamers have increased their prices by around 15%. The platform saw a 60% increase in the number of its content creators between 2020 and 2021.
Note that YouTube remains a key contender thanks to its “shorts” format, which averages 3.5 billion views per day. If the platform rewards its creators by the number of views, it remains the platform with the most attractive prices, regardless of its influence. On average, a nano-influencer can earn up to €2,500 for a video and up to €50,000 for top influencers.