Being an influencer – that can be enough to make a living. atechbook has found out how much money there is to be made in this career model and what requirements the big earners in the industry meet.
An influencer is a person who has a large reach in social media through a high number of followers. The term comes from the English “to influence.” Influencers post photos and videos from their lives or professional sphere – they create “content.” After a certain level of awareness, their followers are interested in what the influencer does, stores, eats. This, in turn, allows them to earn money.
Why do companies work with influencers?
Many companies use the reach of influencers to market one of their products or their brand. Unlike classic advertising, for which a model, for example, specifically stages the brand, working with influencers has a more subtle and credible effect. Even when it is now more and more frequently labeled as. Furthermore, influencer marketing is a good way to target a specific audience. Followers value the opinion of their idol – they like what the influencer wears or consumes.
Example: The influencer is given a camera by brand XY and stages it in the look of his usual content – followers are thus made aware of the product and possibly even encouraged to buy it.
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How do influencers earn money?
Depending on various factors, influencers are provided with goods or/and additionally paid to push them. For example, a brand or its product can be so cool that the person voluntarily stages himself with it. Above a certain status, influencers can also demand a fee for their performance.
Average amounts per post
Even micro-influencers (501 to 10,000 followers) can earn between 500 and 1000 euros per “sponsored post”. From about 100,000 followers, a post can cost upwards of 5,000 euros. Depending on how often the influencer posts, this can add up to a larger sum at the end of the month.
Of course, the amounts mentioned are to be understood as rough guidelines.
What defines the value of an influencer?
The actual value of an influencer cannot generally be defined with rough key data, as it depends on a wide variety of factors. The most obvious is probably their reach. However, an interesting trend is currently emerging that plays into the hands of micro-influencers, who have a smaller reach. With their smaller sphere of influence, they still have the time to maintain contact with their audience. More and more companies are recognizing the potential of such close relationships, and some of them are making it cost a little.
Likewise, the fit between an influencer’s target group and the one they are looking for plays a role in the price. Finally, it is also a question of how elaborately the post must be produced accordingly and which specific channel is used.
In summary, anyone who wants to earn a lot of money as an influencer must meet one or at best several of the following requirements:
- A lot of activity. Regular postings are necessary to gain and keep followers. The content must be interesting and, at best, add value for the consumer.
- Specialization. Influencers with a special topic area in which they are unbeatable serve the interest of their target group on a suitable platform. This also makes them useful for marketing relevant products.
- A good network – in addition to reach – is an advantage. Influencers who interact with appropriate peers gain relevance.
Top earners among influencers
Granted: German influencers can’t keep up with international superstars like soccer player Cristiano Ronaldo (around 440 million followers on Instagram), U.S. actor The Rock (314 million) or entrepreneur Kylie Jenner (363 million). Here, the prices per post are in the seven-digit (!) range. Ronaldo, for example, is said to have earned 1.35 million euros per post in the summer of 2021. However, his reach has continued to increase rapidly since then, and thus certainly his market value.
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The top influencers in Germany include, first and foremost, soccer players. First place goes to national player Toni Kroos (32.8 million Instagram followers), followed by colleagues like Mesut Özil (24 million) and Bastian Schweinsteiger (12.8 million). These guys have reportedly been earning around 81,000 euros per post for years now.
Otherwise, of course, this list is not without names like Pamela Reif (8.6 million followers on Instagram), Dagmar Kazakov a.k.a. Dagi Bee (6.6 million) and Caro Daur (3.4 million). Reif is said to collect between 5,000 and 10,000 euros per post on YouTube, which adds up to a whopping 65,000 euros a month. Caro Daur’s market value is estimated at around 8 million euros.
- Career bible
- The fortune
- Editorial Network Germany