3 Methods Content material Creator Pay Has Developed Since 2021
Has creator earnings modified? The brief reply: sure.
Through the years, creator compensation has change into an more and more sizzling matter.
Between shifts throughout the influencer advertising business, the financial system, and promoting budgets, we’ve seen some key adjustments affecting influencer earnings.
On this weblog, we’re sharing three key creator earnings adjustments and why they need to be in your radar.
3 Methods Influencer Compensation Has Modified
Influencer pay charges are evolving. Listed below are 3 ways they’ve modified since 2021:
1. Charges for Instagram Feed Posts Have Elevated
Since 2021, creator charges for Instagram Feed posts have elevated.
In truth, 36% of creators charged between $101-$250 per feed publish in 2021. Nonetheless, this fee decreased to 26% in 2022 and 22% in 2023.
Concurrently, creators started to cost $501-$1K per feed publish in that very same timeframe.
Translation: extra creators cost over $250 for an Instagram Feed publish in 2023.
2. Instagram, TikTok, and Twitch Are the Platforms to Watch
From constant development to year-over-year drops and spikes, right here’s why entrepreneurs ought to take note of Instagram Reels, TikTok, and Twitch.
Instagram
Instagram is a persistently widespread platform for model/influencer collaborations.
However of all Instagram content material sorts, Reels have elevated probably the most in recognition between 2021 and 2023.
87% of influencers created Reels in 2021; 92% created Reels in 2022; and 98% of creators made Reels in 2023.
TikTok
Of all publish sorts throughout platforms, sponsored TikTok posts have seen probably the most drastic improve. In 2021, simply 59% of creators had been making sponsored TikToks.
Now, in 2023, a whopping 90% of influencers are making TikToks as a part of a branded sponsorship alternative.
Twitch
Twitch streams dropped in recognition year-over-year between 2021 and 2022. The place 22% of creators had been taking part in sponsored Twitch streams in 2021, this dropped to 12% in 2022.
However 2023 noticed a resurgence. Twitch streams accounted for 24% of sponsored content material in 2023 — double in frequency from 2022.
3. Creators Have A number of Revenue Sources
In 2021, 90.5% of creators made a residing from sponsored content material.
Nonetheless, gone are the times when creators earn earnings from sponsored content material, alone.
Soar to the 12 months 2023, this quantity decreased to 81.8% — whereas the variety of creators incomes an earnings from online marketing, paid advert income, and promoting merchandise, elevated.
So whereas loads of creators are nonetheless producing sponsored content material with manufacturers, they’re additionally diversifying their earnings streams, too.
What Do These Insights Imply for Manufacturers in 2024?
Content material creator earnings is altering. But it surely doesn’t simply influence creators; entrepreneurs ought to take notice as nicely. Right here’s why:
- If Instagram is a key a part of your influencer advertising technique, plan to extend spending to account for upward-trending creator charges.
- Constantly widespread platforms aren’t going out of favor, however don’t overlook about area of interest content material and the place it performs greatest.
- Sponsored content material could not all the time be a creator’s “bread and butter.” Provide further alternatives that permit creators to dabble in online marketing, paid promoting, and extra.
Wish to be taught extra about creator pay? Obtain our free 2023 Creator Compensation Report and uncover:
- How model collaborations and earnings have modified
- Creator compensation developments by platform to tell your influencer advertising methods
- Key takeaways to find out truthful pay when partnering with creators
Obtain the 2023 Creator Compensation Report right here.
