UK-based talent management firm SevenSix Agency released the “2024 Influencer Pricing Report,” surveying 300 influencers of various ethnic backgrounds from March to May 2024. 

The research has revealed that Black influencers in the country earn 34% less than their white counterparts in 2024. 

It shows that the pay gap between Black and white influencers has widened since 2022, when it stood at 22%. 

This trend aligns with findings from a 2021 U.S. study by The Influencer League and MSL Group, which identified a 35% pay gap between white and Black creators.

SevenSix Agency’s report examines influencer pricing across multiple factors, including skin tone, hair type, age, and disability. The study focuses on sponsored post rates for Instagram and TikTok.

Key findings include:

1. Skin tone impact: Creators with “deep dark” skin tones earn 44.63% less than those with “light skin” tones. Influencers with a “deep tan” skin tone receive the lowest average fee of £928 ($1,187) for an Instagram reel, while those with “light” skin earn the highest at £1,675 ($2,142).
   
2. Hair type disparities: Influencers with hair type 2A (wavy) report the highest fees at £1,713 ($2,191), while those with hair type 4B (very curly) report the lowest at £800 ($1,023).
   
3. Age-related differences: On TikTok, influencers aged 18-39 earn 144% more than those over 40. However, on Instagram, creators aged 40-59 earn more for reels (£1,546 or $1,978) than those aged 18-25 (£1,245 or $1,592).
   
4. Ethnic pay gaps: Compared to white influencers, the study found that South Asian influencers earn 30.70% less, East Asian influencers 38.40% less, and Southeast Asian influencers 57.22% less.

SevenSix Agency founder Charlotte Stavrou explains the motivation behind the research: “We needed data to back up what we have always been saying, which is that lighter-skinned or racially ambiguous creators would be getting more work than those who had dark skin.”

The study also touches on age discrimination in the industry, with nearly 60% of influencers over 40 reporting feeling treated differently based on their age.

“If you’re not paying people equally, regardless of the situation, it’s a form of discrimination,” says Stavrou. “It’s our responsibility to share this data because it helps hold the industry accountable for how they can do better.”

The full SevenSix Agency report is available here.

Previous studies have shown fluctuations in brand interest for creators of color, with a notable uptick during the 2020 Black Lives Matter protests followed by a subsequent decline.