MSL examined the pay disparity between white and BIPOC influencers and identified specific barriers to success for diverse creators.
550 U.S. influencers were surveyed, along with interviews and research from MSL’s proprietary influencer marketing platform, Fluency, as well as a survey of a nationally representative sample of 1,000+ consumers.
Key findings include:
1.) 73% of white influencers landed their first paid engagement within a year, compared to 46% of BIPOC talent.
2.) 21% of BIPOC influencers secured their first brand partnership in the first six months of influencer work, while white influencers were twice as likely (42%) to do so.
3.) 65% of Black and 64% of BIPOC influencers felt unfairly impacted by a lack of transparency of influencer pay rates.
— 23% of Black influencers said their ethnicity played a role in being offered a lower rate than expected, while only 12% of white influencers expressed the same sentiment.
4.) BIPOC creators often charged less for their content despite having a higher median number of followers.
— BIPOC creators reported making up to 67% less per in-feed Instagram post.
Read the original report here.
