A recent study has revealed that white influencers earn more than their counterparts.
As reported by The Guardian earlier this week, the glamorous world of influencers is not as perfect as it seems: white influencers are earning far more on average than those from minority backgrounds. This was revealed by a new study, but it's also supported by the anecdotal accounts of those in the industry.
Study Reveals Uncomfortable Truth: Surface Diversity Masking Significant Inequality
The study, from SevenSix Agency in the UK, shows that influencers with darker skin earn much less than their white peers. For example, influencers from South-East Asian backgrounds make about 57% less than white influencers for similar work on Instagram. Other ethnic groups also see lower pay compared to white influencers.
Charlotte Stavrou, who started SevenSix, says many companies pretend to care about diversity just to look good, but they don't really include everyone. At many influencer events, you’ll mostly see white faces, with only a few people of other races.
This was corroborated by Jessica Joseph, who runs an influencer agency with a diverse group of talents. According to Joseph, there has been a significant drop in interest from brands that once were eager to work with Black voices during the Black Lives Matter movement’s peak. Now, they hardly respond to her emails.
As Stephanie Yeboah, an influencer for ten years, puts it:
“It feels like the darker you are, the coarser your hair, the further away you are from what society seems as the ideal person aesthetically, the less you’re worth.”
And as she rightly added, this problem affects not just those with darker skin or natural hair, but also those who are plus-size or have disabilities, especially in travel blogging where they are often expected to work for free.
More Diversity Needed Inside Marketing Agencies
Joseph, Stavrou, and Yeboah all agree that marketing agencies, which connect influencers with brands, need more diversity. These agencies often decide who gets opportunities, and right now, they are mostly run by white people. This lack of diversity keeps reinforcing the same unfair patterns.
Experts from the influencer marketing industry recognize these problems and emphasize that including more diverse voices isn’t just the right thing to do — it’s also good for business in the long run.
Despite these challenges, there’s hope for change. But as of now, many influencers feel overlooked and undervalued, especially those from minority backgrounds. Here's to hoping for real change soon!