Women have reportedly defeated the pay gap on social media, outperforming men by 35 per cent.
A study commissioned by Influencer showed a female influencer with 100,000 followers can earn up to £41,600 by posting two sponsored social posts a week. However, the founder of the web platform, Ben Jeffries, was surprised by the outcome.
The 21-year-old said: “It’s no surprise that influential individuals on social media are monetising their social feeds – they have been doing so for some years now – but it is a surprise to see that female influencers are commanding higher fees than their male counterparts, flipping the traditional pay gap on its head.” The gender pay gap is currently at almost 14 per cent in the UK, but this figure has been challenged when it comes to women using their social media outlets as marketing tools. And it is assumed the increased popularity in the fashion industry is thought to be the cause of their success.
It has been reported a woman with 20,000 followers can ask for £160 for each sponsored post from brands, whereas men can only earn £120. And females with 50,000 to 100,000 followers can earn up to £400 per post, whilst male influencers with the same following are earning £300 per post, which means there is over 50 per cent increase for women and a 13 per cent increase for men against the average salary of £27,500 for full-time employees.
The findings also show 73 per cent of 18 to 30-year-old’s follow social media savvy stars including Zoella, Alfie Deyes and Tanya Burr based in the United Kingdom.