How Much Money Nano, Micro, and Macro Influencers Earn Per Post - Business Insider

Influencer marketing is one of the most lucrative ways for creators to monetize, with some earning a six-figure income — or more — from partnering with brands to advertise their products.
According to Insider Intelligence, this branch of marketing has grown by at least 14% for each of the past three years and is set to reach over $4 billion in spending this year.
A recent report from influencer-marketing firm Izea detailed just how much brands pay creators. Called “The State of Influencer Earnings,” the report drew from the data of Izea’s online marketplace, spanning over $60 million in payments to creators from 2015 to 2021.
The data showed that 2021 was a record year for the average rate at which companies pay creators.
Ted Murphy, the CEO and founder of Izea who has worked in influencer marketing for almost 16 years, said the industry’s recent growth has been remarkable.
“If we look back at 2006, the average cost proposed for advertised content was between $2.50 and $5,” he said. “Now, to see it in the thousands of dollars is pretty amazing.”
While six years ago the only creators who could make a living from brand sponsorships were the ones with millions of followers, the tide has now shifted.
Nano influencers — those with a following between 1,000 and 10,000 — have seen the biggest growth in payouts from brands. In 2015, they got paid an average of $25 dollars for a sponsored post. In 2021, the average price per post was $901 — that’s 36 times higher.
Brands tend to partner with small creators because of their audience engagement, the dedicated communities they build, and their enthusiasm, Murphy said.
“They’re eager to work with brands,” he added of nano influencers. “They go above and beyond. And so, they tend to provide a bit more bang for the buck.”
Micro influencers — those who have 10,000 to 50,000 followers — are also seeing unprecedented success. Their average paycheck per post went from $109 in 2015 to $1,516 in 2021.
Only creators with more than 1 million followers saw their earnings drop in 2021. Last year, their earnings dipped to an average of $6,400 per post after hitting an all-time high of $7,750 per post in 2020.
Here’s a breakdown of the average cost per post by follower count in 2021:
Izea analyzed data from six platforms: Twitter, Facebook, Instagram, Pinterest, TikTok, and YouTube.
The most lucrative platform for brand deals is YouTube, on which brands paid an average of $4,500 per single post to advertise with creators in 2021. TikTok is a close second, with an average of $3,500 per post. 
Posts on these two platforms cost two to four times more than those on any other platform.
YouTube has an advantage, Murphy said, because the long-form videos published there have a longer shelf life. Meanwhile, short content — like a one-minute TikTok or an Instagram Story, which expires 24 hours after publication — tends to fall out of relevance faster.
Despite its shorter content, TikTok’s meteoric rise in downloads and usage — in 2021, it got more traffic than Google — has advertisers investing in the platform.
Plus, at the end of February, TikTok announced it will start supporting 10-minute-long videos, making a move into long-form video content. That will put the platform squarely in competition with YouTube for ad dollars, Murphy said.
“Time will tell if TikTok is here to stay,” he said. “But there is certainly a thirst for that longer form content, and I think they’re wise in expanding beyond just the viral dance videos.” 
Here’s a breakdown of the average cost per post by platform in 2021:
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