Pay disparity based on gender, appearance, colour, and ethnicity has been a long-standing issue. And it continues to persist even in the emerging industry of influencer marketing.

The 2024 Influencer Pricing Report by UK-based talent management firm SevenSix Agency reveals that influencers with "deep dark" skin tones earn 44.63% less than those with "light skin" tones. The report also emphasized additional wage gaps, including earnings based on hair type differences.

The report found the most significant pay gaps ever seen in the industry, with black influencers earning 34.04% less than White influencers, South Asian influencers earning 30.70% less than White, East Asian influencers earning 38.40% less than White, and Southeast Asian influencers earning 57.22% less than White influencers.

The 2024 influencer-pricing report surveyed 300 White and influencers of colour online in the UK from March to May 2024. It asked respondents about their fees for sponsored posts on Instagram and TikTok, considering factors such as age, disability, and ethnic background. 

The report categorizes creators as Arab, Black, East Asian, Latinx, mixed White/Black, mixed/other, South Asian, Southeast Asian, White, and Other.

"Influencers with "light" skin tones earn significantly more than those with "deep dark" skin tones. The report highlights that those with a "deep tan" skin tone earn an average fee of £928 for an Instagram Reel, whereas those with a "light" skin tone earn an average of £1675," SevenSix agency told SAARI.

"White influencers earn the highest average fees across platforms. For instance, white influencers earn an average of £1637.62 for Instagram Reels, while Black influencers earn £1080.41, South Asian influencers earn £1135.00, and East Asian influencers earn £1009.55," it added.

"Biases extend to hair types as well, with influencers having Hair Type 4B earning significantly less (£800) compared to those with Hair Type 2A (£1713)," the agency stated further.

 "The findings reflect broader societal biases where lighter skin tones and Eurocentric features are often favoured, a pattern deeply rooted in historical and cultural prejudices. This is evident in the influencer marketing industry, where these biases affect visibility, engagement, and compensation," SevenSix Agency's founder, Charlotte Stavrou, told SAARI.

Charlotte urged influencers to understand how much they should charge for their work, advocate for transparent compensation, and collaborate with agencies prioritizing DE&I (diversity, equity, and inclusion). 

On the other hand, brands should commit to equitable pay, implement transparent pricing models, and actively include diverse voices in campaigns to reflect genuine inclusivity, she said.

However, Sumana Vatula, a London-based South Asian Australian influencer and physiotherapist, said creators who identify as POC (persons of colour) find it hard to stick to their rates due to the risk of losing work or receiving less work.

"I'm so grateful that this report and study have been conducted. So many of my fellow influencers and creators have discussed these problems, and yet, due to no tangible evidence, we find it hard to back ourselves and discuss concrete measures to address these issues.”

“It is quite validating that something we have anecdotally experienced has real evidence, with figures and percentages to back it up. I perceive these results to be a real representation of what the influencer and content creator industry experiences.” 

“I have had friends who have been bumped off from creator campaigns and replaced with influencers who represent the typical beauty standard.” 

“I also know that creators who identify as POC find it hard to stick to their rates for influencer work due to the risk of losing work or receiving less work. Therefore, influencers who identify as POC lower their rates to maintain their number of bookings," she expressed.

Sumana said, “this racial discrepancy has also been evident at PR events and press launches. I have found that creators who identify as POC have not received invitations.” 

“Even though more diversity is observed at some PR events, there is an apparent disparity in the attention and perks provided to specific guests. Usually, this is about POC being invited but not being provided with the attention, the products, and the conversations with the brands."

Sumana feels diversity can be “skimmed over when not practised at senior levels within organisations and almost becomes a buzzword for limited action.”

“I have had conversations where I have had to educate brands on cultural sensitivity due to their lack of understanding and lack of diversity within their own teams.”

Sumana emphasised that South Asian brands also need to be called out and start providing the appropriate monetary rates by the industry standard. 

“I have experienced a significant lack of paid partnerships from South Asian brands, quoting a lack of budget or being a new start-up; however, I don't have these issues with generic brands.” 

“Our own brands need to support the work we do as influencers by not only providing the product but also valuing our time as creators and paying the quoted rates.”

Sumana said influencers can be more transparent in what they charge to assist others in this industry. 

“As an influencer, I struggle to stick to my pay rates because I don't know the standard and go off a ballpark figure. All industries are competitive but have support and mentors; however, the influencer industry is new and growing and an area that is still untapped by all of us.” 

“The least we can do is support one another. I have some incredible influencer friends who helped me identify my rates and how I should be pushing to maintain this.”

“Let's advocate for diversity within talent agencies and actively put forth our POC influencers!"

“Every year, our aim with the report is to promote transparency and empower both creators and brands. In 2024, we found that brand spending on influencer marketing has increased within ALL categories, yet only 30% of the surveyed influencers feel confident about how to price themselves,” said SevenSix Agency's founder Charlotte Stavrou on LinkedIn.

“These findings are staggering, but they aim to empower creators on how to price themselves fairly, as well as provide transparency for brands that want to do better!,” she added.

SevenSix Agency plans to continue monitoring diversity, equity, and inclusion within the influencer landscape in its annual pricing report. The agency is committed to further exploring the impact of disability on influencer treatment and compensation, indicating a forthcoming dedicated report on this issue. The agency stressed that SevenSix will continue to centre DE&I in all its campaigns.

Radha Mishra is a seasoned journalist with over a decade of experience in newsrooms. Now practising independently, she is passionate about covering issues that matter. She strives to deliver accurate and impactful stories to audiences globally.