Women Influencers Are The Majority, But Earn 30% Less Than Males. Why’s That Again?

We are within 2022 and I am no longer surprised by the gender pay gap. This is still the particular order of the day for  numerous companies, even those that are positioning themselves on the side from the struggle of women in their external channels.

But I concede that the following data took me by surprise — and also if the algorithm gives you a very different feed from mine, I’ m sure this can also shock you: despite women becoming the majority in the influence marketing niche, it’ s guys who earn more . This is what the new study published simply by influencer marketing company Izea demonstrates.

According to the study, men earn, on average, about 30% more than women influencers per post. Plus my surprise is that we all see more women as influencers than men. So , inside my basic understanding of math plus proportion, they are the ones whom should be earning the most. Do you agree?

But that’ t not what happens…

What’ s the picture in numbers?

According to the Izea study, in 2021, women accounted for 85% of sponsorships made as influencers. However , for the past five years, men have already been the highest paid despite possessing a significantly smaller presence in the area.

To get a sense of the large picture, the average amount compensated to men per posting was $2, 978, which is 30% more than what was paid to women.

Only in one situation was the scenario reversed: in the Instagram Stories structure, women earned an average of US$ 962 per post, while the average amount paid in order to men was around US$ 609. 2021 was the very first time in which women earned a lot more than men as influencers.

Possibly with this last paragraph you feel that we have hope for equal pay out, but unfortunately the situation remains unequal and reinforcing sex stereotypes. What do I mean by this? I will answer below.

Another study on digital advertising found that brands invest a lot more in ads that portray traditional gender roles.

Ladies represent 58% of figures in Consumer Packaged Items (CPG) ads and males only 41%, according to research by Creative X . Results are depending on analysis of 3, 406 ads with 6, 435 people served during 2020 and 2021 in the US.

However:

  • 41% of personas portrayed in professional settings were men
  • 49% of ad invest portrayed men in professional settings
  • just 44% of all female character types analyzed were in professional environments
  • 24% was spent of advertisements featuring women (almost half the investment compared to the same type of ad with men)

Presence and stereotypes yes, money no

Simply speaking: it’ s okay when women have more presence within ads, but the market is not really comfortable letting them be seen widely as professionals, so it spends almost twice as much in ads of men occupying workspaces.

Also, there is a big problem with the fact that women are the majority in a profession, but most of the cash goes to men (for the same job! ).

In my opinion as a Rock Content professional working with Social Effect, and Diversity, Equity and Inclusion (DEI), brands and the influencer marketing and advertising business love having ladies present and disguising a particular progressivism about gender equal rights. But money and investment continue to be treated as “man stuff”.

As long as we females continue to receive less for the similar service performed by guys, the impediment to our socio-economic growth remains. Unfortunately, gender equity is still not a real commitment during the seemingly most modern areas . And so we need to end up being vigilant.

How do we exercise change?

As I said in the previous paragraph, we need to be vigilant — and not just women, but everybody who want to be allies just for gender equity.

As lately as 2022, we had an illustration of this what it is to practice this intentional surveillance. A bot was developed on Twitter to connect to all brands that have tweeted something about International Women’ s Day.

In this way, whenever brands used hashtags related to the date, the bot automatically created a commented retweet showing the salary distinction by gender within the business authoring the post.

Source: Insider

Another example was your six-month deadline given to firms by the UK advertising limiter to remove gender stereotypes “likely to cause severe or widespread harm or even offense”. This makes manufacturers aware that there is an inspection and that this can affect their particular results, be it positioning or financial.

In my personal see, we need to create more intentional commitments to processes plus metrics for real monitoring.

Here are the tips I’ d like to share with manufacturers and businesses:

  • Preserve an editorial line where the inclusion of women, trans plus non-binary people is a value.
  • Before making any kind of public campaign, especially all those involving influencers, ask for it to be evaluated by a dual group and listen to what individuals have to say.
  • If necessary, hire sensitive readers and DEI consultants for a expert look at the content you are producing.
  • Never pay people from socially underrepresented groups less than you would pay straight cis white guys under the same conditions.
  • Do it all because it’ s the right thing to do, and the results will be positive.

It is always good to consider that, more and more, consumers are looking for purpose and identification associated with values ​​when contracting services or buying products. To look against this movement is to suppose losing money and space on the market. Keep in mind that people are open to changer marketing and at the same time want to influence the way it is done based on their personal causes.

Because brands and marketers, we have to take responsibility

The verb to influence means “to exert a psychological action, an ascendancy over someone or something. ” Therefore we need to result in the way we practice influencer marketing today .

Despite being a modern resource, it could still be used to maintain inequalities as the studies in this article have indicated: either reinforcing sex stereotypes or preventing pay equity from truly occurring.

We need to intentionally work towards transforming all situations of inequality, prejudice and discrimination that still occur and are heightened in our society. Finally, I invite you to reflect on the first paragraph of the Rock Content Manifesto:

“We can be found to make marketing better, while wearing a positive impact in the world. By doing so, we aim to create development opportunities that overcome location, ethnicity, gender, and socioeconomics. ”

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The post Women Influencers Would be the Majority, But Earn 30% Less Than Men. Why’ h That Again? appeared first on Rock Content .

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