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 wage gap in influencer marketing
Collabstr has just unveiled its annual report on the influencer marketinganalyzing over 15,000 collaborations between brands and influencers. The result is clear: men receive an average of $291 per sponsored publication, compared with just $208 for women. This wage gap represents a significant difference of 40% in favor of men.
Why is there such a wage gap between men and women?
According to Collabstr, there are several reasons for this difference. Firstly, the over-representation of women in the industry has a negative influence on their remuneration. In fact, 72% of the designers studied declared themselves to be women, reducing their ability to negotiate higher rates for fear of brands moving towards another profile.
Secondly, the terminology used would also play a crucial role. Men would be more easily referred to as "content creators" rather than "content providers". influencer ". This first term suggests a more active and creative activity, giving a more financially rewarding image of work.
The video game industry: a persistent gap
The predominantly male video game industry is no exception to this disparity either. In this particular sector, female influencers earn 32% less than their male counterparts, according to GamesIndustry.biz. Female creators, often perceived as producing "lifestyle" content, see their expertise less recognized than that of 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 a significant factor in maintaining the worrying pay gap. Women are less inclined to demand remuneration that reflects their true added value.
The importance of promoting female influencers
Recognizing the importance of female 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 change 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 profound challenges related to gender perception and the valuing of women's work. Equitably valuing women in the influencer industry is key to ensuring equity and enriching the sector.
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Why do female influencers earn less?
Female influencers earn less because of the over-representation of women and the negative perception of the term 'influencer'.
How to close the influencer pay gap?
By enhancing the value of their work and training them to better negotiate their rates.
Does the wage gap affect all sectors?
Yes, even in male-dominated sectors like video games.
What is the average difference in remuneration?
Approximately 40% in favor of male influencers.
Do designers underestimate their value?
Yes, according to several experts, they tend to devalue their services.