The first look is deceptive. On the rankings of German influencers on Instagram, women are clearly ahead, provided that the classic product influencers are meant and not the sports and music stars. The twins Lisa and Lena have 15.2 million followers on Instagram, the German-Filipino model Pia Wurtzbach has 9.6 million, Bianca Claßen, née Heinicke, can advertise with her products for seven million Instagram followers. The CDU destroyer Rezo holds 870,000 followers on Instagram (on YouTube, however, there are 1.73 million).
If one puts the presence in relation to the earning potential, it shows on an international scale: Men earn significantly more on Instagram than women. This is the result of a study by the influencer analytics company HypeAuditor, to which the industry service meedia.de first pointed out. On average, influencers receive $ 1,411 per posting, while influencers receive seven percent less, that is, $ 1,315 (about 1,185 euros). For influencers with more than 100,000 followers, the gap continues to grow: men's post 2,643 dollars, women's post 2,420 dollars.
When it comes to a combination of post, story and video, it becomes blatant because the average earnings difference is 49 percent: influencers collect $ 4,042, influencers only $ 2,704.
The phenomenon of the gender pay gap can be seen in three of the four determined follower classes: 20,000 to 100,000 followers, 100,000 to one million, over one million. The exception is the salary class of those influencers between 5,000 and 20,000 followers: Here women get $ 28 for a story, while influencers get $ 19.
According to the study, which is based on the survey of 1,600 influencers in more than 40 countries, the reason for the different pay is not the different number of influencers - it is the same worldwide. Competition is equally tough for both genders. The authors conclude: "The results confirm that there is an unjustified pay gap, which is why the payment policy of female creatives urgently needs to be reconsidered." The fact that influencers are paid less by Instagram even in the new media world fits into the general picture of the labor market with an unchanged gender pay gap.
According to Horizont Online , advertising acceptance on Instagram has been increasing steadily for years. Now the only thing left to do is to pay the influencers equally.