How much influencers get paid on Instagram, TikTok, and YouTube

2022-12-21

Influencers get paid a number of ways, from sponsorships to ad revenue.
How much creators earn depends on factors like following size, engagement, and content category.
We spoke with dozens of influencers who shared how much money they’d earned on social media.

Influencers earn money a number of ways, from sponsorships to selling merchandise.

How much money different creators make depends on a variety of factors, from content category to what platform the influencer is prominent on.

For Jehava Brown, a stay-at-home mom who runs a full-time influencer business, her monthly income comes from working with brands like Walmart, Amazon, and Disney on paid partnerships.

Brown has 196,000 followers on Instagram. She told Insider that she charges an average $5,000 for a single Instagram post and $3,000 for an Instagram Story.

Nuseir Yassin, who runs the YouTube channel Nas Daily with 10 million subscribers, earns money each month from platforms like Facebook, YouTube, and Snapchat.

In August, Yassin told Insider that Facebook was his highest-paying platform, with most of that revenue coming from ads. Halfway into 2022, the Nas Daily account has earned approximately $366,000 in ad revenue from Facebook, according to Nas Daily’s creator studio, which was viewed by Insider.

Insider has spoken with dozens of other influencers on Instagram, YouTube, and TikTok about how much each of them makes from videos, sponsorships, and other revenue streams.

Here’s a breakdown of our coverage:

Many influencers rely on sponsored content — from a set of Instagram posts and Stories to a dedicated YouTube video promoting a company — to earn money.

Rates for these types of brand deals vary based on an influencer’s engagement rate, platform, and other factors like usage rights.

Here’s a breakdown of our coverage of how much influencers make for brand deals and sponsorships.

Many sponsorship opportunities come from the brand emailing the influencer or their management company directly.

Creators on YouTube promote brands a few different ways, from an entire video dedicated to speaking about the company or product to a 30-second mention. The length of the mention can play a role in how much the creator charges, some influencers said.

Here’s how much 4 YouTubers make from brand deals:

Katy Bellotte, a YouTube creator with 474,000 subscribers
Jade Darmawangsa, a YouTube creator with 382,000 subscribers
Charlie Chang, a finance influencer with 350,000 subscribers
Charli Prangley, a part-time design influencer with 200,000 subscribers

Instagram has launched more than 10 money-making tools for creators since 2020. Aside from being paid directly from the platform, one of the main ways many influencers earn money on Instagram is by promoting brands through sponsored in-feed posts, Stories and Reels.

Here’s how much 21 Instagram influencers make from brand deals:

Alexa Collins, a lifestyle influencer with 1.2 million followers
JaLisa Vaughn-Jefferson, a lifestyle influencer with 291,000 followers
Macy Mariano, a travel and fashion influencer with 102,000 followers
Jehava Brown, a travel and lifestyle influencer with 70,000 followers
Nick Cutsumpas, a plant influencer with 63,700 followers
Emma Cortes, a full-time lifestyle and fashion micro influencer with 47,000 followers
Ashley Jones, a fashion and lifestyle influencer with 45,000 followers
Kirsty Ip, a food influencer with 42,000 Instagram followers
Tomi Obebe, a lifestyle blogger and influencer with 40,000 followers
Emma Cortes, a lifestyle influencer and podcast host with 38,000 followers
Aisha Beau Frisbey, a full-time lifestyle creator with 34,000 Instagram followers
Britney Turner, a lifestyle influencer with 27,000 followers
Caitlin Patton, a lifestyle influencer with 22,000 followers
Mary Margaret Boudreaux, a fashion influencer with 20,000 followers
Lillian Zhang, micro influencer with 20,000 followers
Gigi Kovach, a part-time lifestyle blogger with 13,500 followers
Tyler Chanel, a sustainability influencer with 12,000 followers
Jalyn Baiden, an Instagram and TikTok nano influencer with fewer than 10,000 followers
Khadijah Lacey-Taylor, a fashion and lifestyle influencer with 9,800 followers
Laur DeMartino, a nano influencer with 5,200 Instagram followers
Amber Broder, a part-time skincare influencer with 2,300 followers

Many brands have increased their spending on TikTok, but it has been hard for some influencers native to the platform to build a stable business.

Although the app’s short video format has taken over social media, some creators say they are struggling to form a lasting bond with fans and scale their businesses. Still, brand deals have provided lucrative revenue stream for many TikTok creators.

Here’s how much 20 TikTokers make from brand deals:

Alex Ojeda, a water park influencer with 8 million followers
The McFarlands, a family TikTok account with 2.6 million followers
Dana Hasson, a fashion influencer with 2.3 million followers
Tiffany Chen, a food influencer with 2.3 million followers
Nate White, a fashion designer with 1.8 million followers
Young Yuh, a skincare influencer with 1.6 million followers
Harry Raftus, a Canadian creator with 1.2 million followers
Vi Luong, a creator who films how-to videos with 1.1 million followers
Deanna Giulietti, a content creator with over 1 million TikTok followers
The HoneyHouse, a creator collab group with 1 million followers
Matt Upham, a software engineer with 522,000 followers
Naomi Melanie Leanage, a TikTok influencer with 506,000 followers
Tejas Hullur, a content creator and entrepreneur with 500,000 followers
Carolina Freixa, a part-time creator with 447,000 followers
Rahan Alemi, a model and student with 385,000 followers
Symphony Clarke, a thrifting creator with 208,000 followers
Natasha Greene, a lifestyle and food influencer with 204,000 followers
Erin Confortini, a personal finance influencer with 180,000 followers
Manasi Arya, a Gen-Z artist with 40,100 followers
Pooja Tripathi, an actress, writer, and comedian with 33,500 followers

Some influencers use platforms like LiketoKnow.it and ShopStyle to generate affiliate links, or discount codes provided by brands, to earn a percentage of sales. (Read more about the top 9 affiliate platforms for influencers.)

Read more about how much influencers make from affiliates:

Kara Harms, a blogger and influencer based in San Francisco, shared how she is making over $200,000 a year blogging
Bethany Everett-Ratcliffe has over 16,000 Instagram followers and she’s relied more on Instagram’s native affiliate marketing program
Vi Lai, a skincare influencer, uses Instagram and TikTok to make thousands of dollars per month using affiliate marketing
YouTuber Charli Prangley broke down how much she had earned from affiliate marketing in 2021
Charlie Chang promotes dozens of personal-finance apps and programs a month. He shared how much he earns.
Rahan Alemi is a model and student who earned five figures in 2022 through social media

Social-media stars are increasingly leveraging their presence online to create consumer products to sell directly to their followers.

Influencer-lead DTC brands first began popping up earnest in 2012, with companies like the fitness program, “EmFitChallenge”; the phone case company, Wildflower Cases; and the cold-press juice line, Suja.

Read more:

A micro influencer self-published a book and used Instagram to drive sales
How a personal-finance influencer sold her budget spreadsheet on Etsy for passive income
An Instagram star who has sold $35 million of her own products explains how she built her fashion line and turned followers into customers

Resale apps like Poshmark, Depop, and Etsy have become lucrative small businesses for many creators, particularly on Instagram.

Read more:

Poshmark clothing resellers are becoming Instagram influencers to drive thousands of dollars in sales and land brand deals

One of the most popular ways to earn money as a TikToker is by promoting songs in videos. Music marketers and record labels regularly pay TikTok users to post on the app in an attempt to make a new track go viral.

Read more about how TikTok creators make money from song promotions:

How much TikTok creators get paid to promote songs on the app by music marketers and record labels
Why TikTok music marketers are increasingly hiring micro influencers over superstars
How much TikTok influencers can earn from song promotions, according to 2 music marketers
How much creator Harry Raftus with 1.2 million followers earns money by promoting songs

Getting tips via Instagram Badges

In 2020, Instagram announced “Badges,” which allows fans to tip creators who livestream on the app. Instagram also started paying some creators who use Badges with “Bonuses” in June 2021, but the program came to an end later that year.

Read more:

How Ronne Brown, an entrepreneur and content creator with over 200,000 followers, earns money through Instagram Badges
How much money Instagram paid a creator who got 7.7 million views on Reels

Many YouTube creators earn money off the ads that play in their videos and receive a monthly payout.

Creators who are part of the Partner Program can monetize their videos with Google-placed ads. Creators must have at least 1,000 subscribers and 4,000 watch hours in the past year to apply for the Partner Program. Google then pays creators 55% of the revenue their channels earn from the ads that run on them.

Here’s a breakdown of how much money YouTubers make in a month from the Partner Program:

Nuseir Yassin, founder and creator behind Nas Daily, with 9 million subscribers
Ali Abdaal, a British YouTuber with 3.6 million subscribers
Tiffany Ma, a lifestyle creator with 1.8 million subscribers
Andrei Jikh, a personal-finance creator who has 1.7 million subscribers.
Nate O’Brien, a personal-finance creator with 1 million subscribers
Manny Ortiz, a full-time photography YouTuber with 600,000 subscribers
Kelly Stamps, a minimalism-lifestyle creator with 600,000 subscribers
Charlie Chang, a personal-finance creator with 350,000 subscribers
Joshua Mayo, a personal finance influencer with 269,000 subscribers
Charli Prangley, a web and graphic design creator with 200,000 subscribers
Erin Winters, a business creator with 200,000 subscribers
SemideCoco, an ASMR creator with 150,000 subscribers
Levi Hildebrand, a zero-waste creator with 125,000 subscribers
Sarah Lavender, an ASMR YouTuber with over 100,000 subscribers
Chloe Tan, a college life creator with 80,000 subscribers
Marissa Lyda, personal-finance creator with 50,000 subscribers
Macy Schmidt, a lifestyle influencer with 50,000 subscribers
Nay Cook-Nelson, a YouTube Shorts creator, with 40,000 subscribers
Erica Boucher, a creator with a DIY candle making channel with 31,000 subscribers
Aisha Beau Frisbey, a full-time lifestyle creator with 30,000 YouTube subscribers
Reni Odetoyinbo, a personal finance influencer with 19,300 subscribers
Jake Tilk, a full-time YouTuber with 18,000 subscribers
Meghan Pruitt, a college influencer with 6,800 subscribers
Jen Lauren, a part-time lifestyle influencer with 5,200

YouTube’s central creator monetization metric is called revenue per mille (RPM). That rate shows how much revenue a creator earns per every 1,000 video views (after YouTube’s 45% cut). No creator consistently makes the same rate, which depends on factors like the viewers and advertisers the video attracts.

Here’s a breakdown of how much money some YouTubers have made for 1,000 views (RPM), for 100,000 views, 1 million views, and the most they’ve made from a single video:

How much money YouTubers make for 1 million views
How much money YouTubers make for 100,000 views
How much money YouTubers make per 1,000 views (RPM)
How much money YouTubers make on a single video

To earn money directly from TikTok, users must be 18 years or older, meet a baseline of 10,000 followers, and have accrued at least 100,000 video views in the last 30 days. Once they reach that threshold, they can apply for TikTok’s Creator Fund through the app.

Read more about how much TikTok creators make from the Creator Fund:

TikTok influencers reveal how much they’re getting paid from its $1 billion Creator Fund
Preston Seo, a personal-finance and entrepreneurship TikToker with 1.6 million followers
Vi Luong, and how-to and lifestyle TikToker with more than 1 million followers
Victoria Paris, a fashion and lifestyle influencer with 1 million followers
Rahan Alemi, a model and student with 385,000 followers
Manasi Arya, a Gen-Z artist with 40,100 followers

Read the original article on Business Insider

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