Do female influencers really earn less than their male counterparts? A new report shows that female content creators earn nearly 40% less money than men for similar sponsored content. The alarming finding of...
The alarming observation of the salary gap in influencer marketing
The company Collabstr has just unveiled its annual report on the influencer marketing, analyzing more than 15,000 collaborations between brands and influencers. The result is clear: men receive an average of $291 per sponsored post, compared to only $208 for women. This pay gap represents a notable difference of 40% in favor of men.
Why is there such a pay gap between men and women?
According to Collabstr, several factors explain this difference. First, the overrepresentation of women in the industry negatively impacts their compensation. Indeed, 72% of the designers studied identified themselves as women, reducing their ability to negotiate higher rates due to fears that brands will target a different profile.
Second, the terminology used would also play a crucial role. Men would be more easily referred to as "content creators" rather than " influencer " This first term suggests a more active and creative activity, thus giving an image of work that is more financially valued.
The video game sector: a persistent gap
The video game industry, which is predominantly male, is no exception to this disparity. In this specific sector, female influencers reportedly earn 32% less than their male counterparts, according to GamesIndustry.biz. Female creators, often perceived as producing "lifestyle" content, see their expertise less recognized compared to men who focus exclusively on gaming.
Do female content creators underestimate themselves?
Kyle Dulay, co-founder of Collabstr, highlights another major problem: women's tendency to devalue their own services. This self-devaluation is said to significantly contribute to the perpetuation of this worrying pay gap. This makes women less inclined to demand compensation that reflects their true added value.
The importance of promoting female influencers
Recognizing the importance of influencers is essential, not only to promote pay equity but also to improve the quality of sponsored content by diversifying the perspectives offered to audiences. A shift in perception and better education on negotiation practices seem necessary to correct this inequality.
What you need to remember
The pay gap between female influencers and their male counterparts reveals deep challenges related to gender perceptions and the valuation of women's work. Equitably valuing women in the influencer industry is essential to ensure fairness and enrich the sector.
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Why do female influencers earn less?
Female influencers earn less due to the overrepresentation of women and the negative perception of the term 'influencer'.
How to reduce the pay gap for influencers?
By valuing their work and training them to better negotiate their rates.
Does the pay gap affect all sectors?
Yes, even in male-dominated sectors like video games.
What is the average difference in pay?
Approximately 40% in favor of male influencers.
Do female designers underestimate their value?
Yes, according to several experts, they tend to devalue their services.