Wide pay gap between white and black influencers: Report

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 06, 2021, 2:00 PM UTC

An MSL-The Influencer League report reveals a vast racial pay gap in influencer marketing today.

There is a pay gap of 29% between white and BIPOC (Black, Indigenous and People of Colour) influencers. The pay divide between white and black influencers is even wider at 35%. In comparison, the pay gap between white and black populations in media spots and entertainment is 16%.

According to the report, 77% of black influencers fall into the nano and micro-influencer categories, with followers under 50k. Only 23% of black influencers find a spot in the macro influencer tier, compared to 41% of white influencers.

59% of black influencers claim their finances were negatively impacted when they posted on issues of race. On another note, the total BIPOC market today represents $4.8 trillion in buying power, with the BIPOC populations making up 48% of Gen Z and 43% of Millennials.

Discover the top organisations in your market and industry that have customers buzzing using YouGov BrandRankings

Read the original article

[6 minute read]