"How much do influencers earn?" is one of the most frequently asked questions. The honest answer: it varies widely. Two creators with the same number of followers can earn very different amounts. Understanding what determines your value helps you make better choices and gradually earn more.
How brands pay
- A fixed fee. You receive a set amount for one or more posts.
- A product. You receive the product in exchange for content. This is common for smaller creators and new collaborations.
- Commission (affiliate). You earn a percentage of the sales that come through your personal link or discount code.
- A combination. For example, a product plus a fee, or a lower fee plus commission.
What determines what you earn?
- Reach. The number of followers you have plays a role, but it's far from the only factor.
- Engagement. How many of your followers like, comment, share and save your posts? An engaged audience is often worth more to brands than a large, passive audience.
- Audience match. Do your followers match the brand's target group in terms of age, interests and location? A good match makes you more valuable.
- Niche. Some niches, such as finance, tech or parenting, are particularly interesting to certain brands, because the audience is very specific.
- Format and platform. A Story, a Reel, a TikTok video and a carousel each take different amounts of effort and have different value. A package with several posts is usually worth more than a single post.
- Usage rights. If the brand may also use your post in its own ads, that's worth extra.
- Exclusivity. If you're not allowed to work with competitors for a certain period, that deserves additional compensation.
- Effort. A simple Story takes less time than a well-produced video with a script and editing.
Followers aren't everything
Many brands deliberately work with smaller creators. Smaller accounts often have higher engagement and a closer bond with their followers. This means you can earn money with influencer posts even without a huge following. And for UGC work, your number of followers matters even less. Read What's the difference between making UGC and being an influencer? to learn more.
What you earn on Influentials
On Influentials, the brand states in the brief what you'll receive. You can see the compensation before you apply, so you decide for yourself which campaigns are worth it for you. Also check the brief for the deliverables, usage rights and any exclusivity, so you know exactly what you're agreeing to.
How to earn more per post
- Increase your engagement. Respond to comments, post consistently and make content your followers genuinely value.
- Sharpen your niche. A clear niche makes you more attractive to the right brands.
- Improve your content. Better quality makes you more valuable to brands.
- Collect good reviews. Reliable creators with good reviews are selected more often.
- Combine UGC and influencer work. This gives you more types of campaigns to choose from.
Taxes
Income from influencer posts, including products you receive, may be taxable. Your obligations depend on your situation. Check with the tax authorities or an accountant if you're unsure.
Ready to start? Sign up as a creator and get matched with brands looking for content like yours.