{"id":80122,"date":"2022-03-17T12:57:27","date_gmt":"2022-03-17T12:57:27","guid":{"rendered":"https:\/\/rockcontent.com\/?p=80122"},"modified":"2025-09-19T02:35:41","modified_gmt":"2025-09-19T05:35:41","slug":"influencers-gender-pay-gap","status":"publish","type":"post","link":"https:\/\/pingback.com\/en\/resources\/influencers-gender-pay-gap\/","title":{"rendered":"Women Influencers Are The Majority, But Earn 30% Less Than Men. Why’s That Again?"},"content":{"rendered":"

We are in 2025 and I am no longer surprised by the gender pay gap. This is still the order of the day for  many companies, even those that are positioning themselves on the side of the struggle of women in their external channels.<\/p>\n

But I confess that the following data took me by surprise \u2014 and even if the algorithm gives you a very different feed from mine, I’m sure this will also shock you: despite women being the majority in the influence marketing niche, it’s men who earn more<\/strong>. This is what the new study published by influencer marketing company Izea<\/a> demonstrates.<\/p>\n

According to the study, men earn, on average, about 30% more than female influencers per post. And my surprise is that we see more women as influencers than men. So, in my basic understanding of math and proportion, they are the ones who should be earning the most. Do you agree?<\/p>\n

But that’s not what happens…<\/p>\n

What’s the picture in numbers?<\/h2>\n

According to the Izea study, in 2021, women accounted for 85% of sponsorships made as influencers. However, for the past five years, men have been the highest paid despite having a significantly smaller presence in the area.<\/p>\n

To get a sense of the big picture, the average amount paid to men per post was $2,978, which is 30% more than what was paid to women.<\/p>\n

Only in one situation was the scenario reversed: in the Instagram Stories format, women earned an average of US$ 962 per post, while the average amount paid to men was around US$ 609. 2021 was the first time in which women earned more than men as influencers.<\/p>\n

It\u2019s odd, isn\u2019t it? We\u2019re all so used to talking about representation and \u201cbreaking glass ceilings,\u201d but the numbers haven\u2019t caught up to the hashtags. And honestly, the industry\u2019s ability to pat itself on the back while quietly keeping the old playbook alive is almost impressive in a darkly comedic way. It\u2019s as if there\u2019s a comfort in letting women sparkle everywhere except in the accounting ledger. You might start to wonder who actually benefits from all this visibility\u2014because it\u2019s clearly not about closing anyone\u2019s pay gap.<\/p>\n

Perhaps with this last paragraph you feel that we have hope for equal pay, but unfortunately the situation remains unequal and reinforcing gender stereotypes. What do I mean by this? I will answer below.<\/p>\n

Another study<\/a> on digital advertising found that brands invest more in ads that portray traditional gender roles.<\/p>\n

Women represent 58% of characters in Consumer Packaged Goods (CPG) ads and men only 41%, according to research by Creative X<\/a>. Results are based on analysis of 3,406 ads with 6,435 people served during 2020 and 2021 in the US.<\/p>\n

Behind all the charts and stats, you hear the quiet resignation in people\u2019s voices when this comes up at marketing events\u2014usually right after the social media team puts out a statement about diversity or empowerment. There\u2019s a running joke (not really funny, if I\u2019m honest) that \u201cfeminist campaign\u201d budgets shrink when it comes time to cut actual checks. Every year, studies confirm what women already feel in their gut: progress, on the surface; same old story when it matters. At some point, you stop being surprised\u2014even if you never stop being irritated.<\/p>\n

Nonetheless:<\/p>\n