The creator economy isn’t all glitz and glamour. In a new article by Business Insider, the reality of being an influencer in this economy is laid bare.
The article introduces us to the “typical social media influencer,” which, in short, is someone who doesn’t make a lot of money influencing and considers content creation a side hustle.
Case in point: Colin Rocker — a Deloitte consultant who also makes TikToks for his 116,000 followers. Business Insider reports that he made $30,000 over 6 months last year. But he declined to share his salary with the outlet.
How much money do influencers really make?
According to data by IZEA, just 36% of influencers have a household income over $100,000. Meanwhile, a survey of over 2,000 creators found that 48% earned less than $15,000 a year.
Jasmine Enberg, an analyst at Emarketer, told Business Insider that one reason for this is that there are a lot more influencers than there are brands.
“With more creators than ever before, marketers also have the luxury of choice when deciding who to work with and the upper hand during deal negotiations,” she said.
You can read the full Business Insider article here.
