Posted on
11/5/2023

How much will Influencers Earn in 2023?

In the last few years, the world of influencer marketing has really exploded. Brands are increasingly turning to influencers on social media to promote their products and services. Given this rise in popularity, many people are asking the question: how much will influencers earn in 2023? As always, the answer is not straightforward as creative professionals' earnings depend on a number of factors. However, we can provide some insights into the world of influencer compensation and the trends that could impact earnings in the coming years.

enfant en costume regardant des billets qui volent
enfant en costume regardant des billets qui volent

Key Takeaways

  • How much influencers get paid per post depends on several factors. These include reach, engagement rate, and niche.
  • German companies are increasingly working with influencers like Caro Daur, Bianca Classen, and Dagi Bee to promote products and services.
  • The prices for a cooperation depend, of course, on the type of influencer. Do you want to work with absolute superstars (macro KOLs), such as athlete Bastian Schweinsteiger, or with nano influencers whose engagement rate may be much higher?

First of all, it’s important to know that the most successful influencers are no longer just posting photos on Instagram. Today’s influencers are versatile content creators who are present on multiple social media platforms and, in addition to their accounts, write a blog or produce a podcast, for example. Consequently, collaborations between brands and influencers are no longer limited to sponsored posts, but can also include product collaborations or even their own merchandise lines. A good example of this is the fashion retailer NA-KD, which has long been launching exclusive collections in partnership with influencers.

Influencer salary: How much money does an influencer earn per month?

Influencers’ earnings can vary greatly depending on the number of followers, engagement rate, niche, and level of influence. For example, a macro-influencer with over 1 million followers may charge up to $10,000 per sponsored post, while a micro-influencer with only 10,000 followers may receive $100 per post. However, this is not a hard and fast rule, as some micro-influencers with highly engaged followers can command higher prices than macro-influencers with less engaged followers.

In addition to the number of followers and the engagement rate, the niche is another important factor in determining the income of influencers. KOLs who have a highly specialized niche, such as vegan food or sustainable fashion, can command higher prices because of the specificity of their audience. Brands are increasingly interested in reaching a highly engaged audience that aligns with their values, so niche influencers can be highly desirable.

Looking ahead, it’s likely that influencer revenues will continue to rise as the industry becomes more established. According to Business Insider Intelligence, brands are likely to increasingly prefer longer-term partnerships with fewer but more authentic Influencers. This means that KOLs who are able to build their brand and establish a loyal following can expect higher compensation opportunities.

Another trend that could impact influencers revenue is the rise of Tiktok. The short video platform has quickly become one of the most popular social media platforms and continues to grow. As TikTok becomes more popular, more brands may turn to TikTok Influencers to reach younger audiences. Also read: rates for influencers on TikTok in 2023.

Timeline: how much money do you make on Instagram?

The concept of influencer marketing is not new, as brands have been using celebrities as advertisers for their products for decades. However, the rise of social media has democratized the process, making it possible for anyone with a following to become an influencer.

The first wave of influencers were bloggers who gained notoriety in the early 2000s. These bloggers wrote about their personal lives, hobbies, and interests on their own websites, often giving advice and recommendations to their readers. Initially, bloggers did not make much money from their content. Instead, they let strangers share their passions for fun, organically building their fan base. As the blogging industry grew, the opportunities for content creators to monetize their content multiplied. Brands began offering sponsored posts, introduced affiliate marketing , and sponsored travel and events to bloggers with large followings. (Similar to the early days of blogging, the first YouTube channels also developed).

With the advent of social media platforms, bloggers began to expand their reach beyond their blogs. Many opened accounts on Twitter, Facebook, and Instagram to have a presence on multiple platforms and connect with their followers in new ways.

In recent years, we have seen the rise of influencers as multifaceted creatives. Influencers are no longer just bloggers or Instagram stars – they are usually present on multiple platforms and produce their own videos or podcasts; they are art director, creative director and producer all in one. Some influencers have even launched their own product lines and use their influence to create their own brands.

As the influencer industry has grown, so has the potential for influencers to make significant amounts of money. In the early days of influencer marketing, KOLs might earn a few hundred dollars for a sponsored post. Today, the most successful influencers can earn tens of thousands of dollars for a single post, and some can charge six figures for long-term partnerships.

The Instagram account CLARA is a tool for KOLs to share rates and experiences because  there is still a lot of uncertainty in the industry and much has yet to be established. Accordingly, influencers as well as  brands can benefit from talking openly about deals and money, even if it’s still a taboo in 2023. Let’s stop this!

Influencers as a profession - an overview of current trends in influencer marketing

The landscape of influencer marketing is constantly evolving, creating new trends and new challenges. So take a look at some of the current trends in influencer marketing. Let’s start with the types of sponsorships and collaborations:

  • Sponsored posts: Sponsored posts are one of the most common types of collaboration between brands and influencers. Brands pay KOLs to create content that features their products or services;  the content is usually labeled as sponsored.
  • Affiliate marketing: Affiliate marketing is another popular way for influencers to make money. Creators receive a commission on any sales that result from their promotion of a brand’s products or services.
  • Product Collaborations: Some KOLs have launched their own product lines, either in collaboration with a brand or independently. These collaborations allow influencers to use their influence to create their own brands and products.
  • Events and Experiences: Brands can invite influencers to events or experiences, such as product launches or exclusive parties. These collaborations allow both parties to create content around the event and share their experiences with their followers.
  • Brand ambassadorships: Some influencers work with brands on a long-term basis and act as brand ambassadors. Brand ambassadorships typically include a range of collaborations, from sponsored posts to events and product launches.

Trends are diverse and fast-moving. As the industry continues to grow and focus on user engagement and creators, we can expect to see continued innovation and new opportunities for influencers to monetize their content.

Factors that influence influencer income

There are several factors that determine how much Influencers can earn from their  content. Here are some of the most important factors:

  • Number of followers: As before, one of the most important factors that determines the income of Influencers is the number of followers. Generally, the more followers, the more money you can charge for sponsored content. However, this point is becoming increasingly unimportant as reach is not everything.
  • Engagement rate: The engagement rate refers to the percentage of the audience that actively engages with the content, e.g. by liking, commenting, or sharing it. An influencer with a high engagement rate is more likely to have an audience that is genuinely interested in the content, and therefore more interesting to brands. In some cases, influencers with smaller follower counts but higher engagement rates can earn more than KOLs with larger follower counts but lower engagement rates.
  • Niche/Area: The Creator’s niche or area of expertise can also play a role in determining his or her income. Influencers who specialize in a particular topic or industry, such as fashion or beauty, may be able to command higher rates than influencers who specialize in a less dominant topic.
  • Platform: Different platforms also have different norms and standards when it comes to influencer income. Currently, KOLs on Instagram (still) earn more than on TikTok, while YouTubers can earn more than both because of the support system and the longer content they create.
  • Location: Location can also play a role in influencers’ income. In general, those based in more affluent countries or cities can charge higher rates than influencers in less well-off  areas. This is because brands are willing to pay more to reach their audience in more lucrative markets.
  • Brand partnerships: The type of partnership a brand has with influencers can also impact its revenue. For example, long-term partnerships or ambassadorships tend to be more lucrative than one-off sponsored posts.

For inspiration, here are the success stories of two German influencers mentioned earlier.

How much does Bianca Classen earn in 2023?

Bianca Classen, also known as “Bibi” or “BibisBeautyPalace“, is a German influencer and YouTuber who was born in Cologne on February 6, 1993. Classen started her YouTube channel in 2012, where she initially focused on beauty and makeup tutorials. Her channel quickly grew in popularity and now has over 5.48 million subscribers. In the years that followed, she expanded her content to include vlogs, challenges, and lifestyle videos. In addition to her YouTube channel, the 30-year-old has a strong presence on social media platforms such as Instagram and TikTok, where she has millions of followers.

Classen is also an example of KOLs, who have launched their own line of products, including a cosmetic brand called “Bilou,” which includes shower and skin care products, and a fashion and lifestyle brand called “Bibi’s Fashion World.” Classen is considered one of the most successful German influencers and her popularity has led to numerous awards and collaborations with major brands. Although she is no longer as active on YouTube as she used to be, her channel BibisBeautyPalace is still very successful with 5.9 million subscribers and around 45 million views per month, according to the TikTok channel “Youfluence.” She earns around 45,000 euros a month on YouTube alone.

How much will Dagi Bee earn in 2023?

Dagi Bee, whose real name is Dagmar Kazakov, is a German social media influencer, YouTuber, and entrepreneur. She was born on September 21, 1994 in Düsseldorf, Germany. Dagi Bee started her YouTube channel in 2012 and focused on beauty and lifestyle content just like Classen. In 2023, the 29-year-old has 3.94 million followers on YouTube. In addition to her social media presence, Dagi Bee has launched several successful business ventures. She has her own fashion and jewelry brand called “Dagi Bee Collection” and a mobile app called “Dagi Bee App.”

Bunte.de reports that Dagi Bee has 900 million views for her YouTube videos. If we assume that one million views on YouTube is worth 1,266 euros, then Dagi has earned around 1,139,994 euros from her YouTube channel.

About Kolsquare

Kolsquare is Europe’s leading Influencer Marketing platform, a data-driven solution that allows brands to scale their KOL Marketing strategies and implement authentic partnerships with KOLs (Key Opinion Leaders). Kolsquare’s technology enables marketing professionals to easily identify the best Content Creators profiles by filtering their content and audience, and to build and manage their campaigns from A to Z, including measuring results and benchmarking performance against competitors. Kolsquare has built the largest community of influencer marketing experts in the world, and offers hundreds of customers (Coca-Cola, Netflix, Sony Music, Publicis, Sézane, Sephora, El Corte Inglés, Lacoste, …) the latest Big Data, AI and Machine Learning technologies to drive inspiring partnerships, tapping into an exhaustive network covering 100% of  KOLs with more than 5,000 followers in 180 countries on Instagram, TikTok, Twitter, Facebook and YouTube. As a Benefit Company, Kolsquare has been pioneering Responsible Influence by championing transparency, ethical practices, and meaningful collaborations to inspire change.

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