It appears that even in the world of influencing there is a gender pay gap, with a top tier influencing agent admitting that female beauty influencers are being paid up to 10 per cent less than their male counterparts.
The Blogger Agency director Louis Mallett-Walker made the revelation while speaking with Cosmetics Business, saying that women could typically be paid 8 to 10 per cent less by a beauty brand for a social media post.
However, the difference is largely due to the larger number of female influencers in the industry:
“Male Influencers tend to get more in payment for a social media post as the market is more saturated with female influencers, and male influencers are in demand,” Mallett-Walker said.
“The thing is, because there’s less of them [men], if they refuse the job it’s okay because they have so much work. But with girls it’s not the case, there’s more competition because it’s such a female-led industry.”
Currently, there are no pay regulations established for influencers and sponsored content. Nonetheless, as the market expands and influencer agencies emerge to guide talent on how much to ask, legislation may be on the horizon.
