Continued investment in online marketing by global brands is driving record revenues for nano, micro and waistline netizens.
The report analyzes over $70 million in influencer deals observed on the IZEA platform from 2015 to 2022. The data includes negotiated rates between marketers and creators and covers all levels of influencer KOLs on Twitter, Facebook, Instagram, Twitch, Pinterest, TikTok and YouTube.
"The online celebrity marketing industry has grown exponentially since IZEA launched its first online celebrity marketing platform in 2006," said Ted Murphy, founder and CEO of IZEA. "In the last eight years alone, revenue from tiny online bloggers to superstar KOLs has grown by 224% to 4,320%."
"Our rich price reference data enables creators to price themselves more competitively and drives the industry toward greater transparency and equality," Murphy continued. "We remain committed to providing full-service influencer marketing solutions that allow each party - brands, agencies and influencer - to benefit from the marketing campaign."
Key findings include.
- Over the past eight years, all tiers of influencer have seen a significant increase in average revenue per post.
- influencer KOLS WITH FEWER THAN 200,000 FOLLOWERS EARNED RECORD REVENUES, BUT influencer BLOGGERS WITH MORE FOLLOWERS SAW FLAT OR YEAR-OVER-YEAR DECLINES IN REVENUE.
- Video-based social media platforms had the highest average cost per post, with posts on TikTok averaging $2,741, Instagram Story content averaging $2,784, and Twitch content averaging $4,373. The highest combined average price including posts on YouTube and Instagram Story content was $12,007.
Average cost per post paid per platform in 2022.
- Twitch had the highest cost per post at an average of $4,373.
- Instagram Stories has the second highest cost per post at an average of $2,784.
- With an average cost per post of $2,741, TikTok posts rank higher than posts on Facebook, Instagram and YouTube.
- The average cost of a YouTube video is $2,102.
- Sponsored tweets on Twitter are second only to YouTube, with an average cost of $1,643.
- With an average cost of $1,450, Pinterest ranks higher than sponsored posts via Facebook and Instagram photos.
- The average cost of a sponsored photo post on Instagram is $1,311.
- The average cost of a sponsored post on Facebook was the lowest, at $642.
The price of sponsored posts at different levels of influencer has continued to rise from 2015 to 2022 at.
- THE AVERAGE PRICE OF SPONSORED POSTS CHARGED BY NANO-NICHE KOLS WITH 1,000 TO 9,999 FOLLOWERS ROSE 4,320% FROM $25 TO $1,105.
- THE AVERAGE PRICE OF SPONSORED POSTS CHARGED BY MICRO-NICHE KOLS WITH 10,000 TO 49,999 FOLLOWERS INCREASED 1,436% FROM $109 TO $1,674.
- THE AVERAGE PRICE OF SPONSORED POSTS CHARGED BY WAISTLINE KOLS WITH 50,000 TO 199,999 FOLLOWERS ROSE 606% FROM $481 TO $3,396.
- THE AVERAGE PRICE OF SPONSORED POSTS CHARGED BY MID- TO HIGH-LEVEL ONLINE CELEBRITY KOLS WITH 200,000 TO 499,999 FOLLOWERS INCREASED 426% FROM $949 TO $4,992.
- THE AVERAGE PRICE OF SPONSORED POSTS CHARGED BY SUPERSTAR KOLS WITH 500,000 TO 999,999 FOLLOWERS INCREASED 224%, FROM $1,694 TO $5,497.
- THE AVERAGE PRICE OF SPONSORED POSTS CHARGED BY CELEBRITY-LEVEL ONLINE KOLS WITH 1 MILLION OR MORE FOLLOWERS ROSE 95% FROM $3,012 TO $5,865.
"As predicted, with the average cost per post for both Instagram Stories and TikTok exceeding $2,700, you can see that brands' demand for short-form video content continues to grow," Murphy continued. "We're also seeing that longer-form content on Twitch is getting almost twice as much play as YouTube, indicating a need for more engaged video content that connects creators with their fans in real time. Seeking to work with online celebrities who can produce quality content is something brands are more willing to do and accept higher budgets for such KOL bloggers.
ABOUT IZEA GLOBAL influencer MARKETING.
IZEA Worldwide, Inc. ("IZEA") is a marketing technology company that provides software and professional services that enable brands to collaborate and transact with the full range of today's socially influential online KOLs and content creators. The company is a pioneer in the evolving commercialization of content, enabling self-publishers to create value through their content, creativity and influence. IZEA launched the industry's first influencer content marketing platform in 2006 and has since facilitated nearly 4 million transactions between online brand buyers and influencer content creators. Leading brands and agencies worldwide have partnered with IZEA to drive social media engagement rates, diversify brand voice, expand content production and drive measurable return on investment.
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