What is the image in numbers?

[asikurrahmanshuvo]

It's 2022 and I'm no longer surprised by the gender pay gap. This is still the order of the day for many companies, even those that are taking the side of women's struggle in their external channels.

But I confess that the following data took me by surprise, and although the algorithm gives you a very different feed than mine, I am sure that this will also shock you: despite the fact that women are the majority in the influencer marketing niche, it is men who earn more. This is demonstrated by the new study published by the influencer marketing company Izea .

According to the study, men earn, on average, 30% more than female influencers per post. And my surprise is that we see more women as influencers than men. So, in my basic understanding of math and proportions, they are the ones who should earn more. Do you agree?

But that is not what happens…

According to the Izea study, in 2021 women accounted for 85% of the sponsorships benin phone number list made as influencers. However, over the past five years, men have been the highest paid despite having a significantly smaller presence in the area.

To give you an idea of ​​the bigger picture, the average amount paid to men per post was USD 2,978, which is 30% more than what women were paid.

Only in one situation was the scenario reversed: in the Instagram Stories format, women earned an average of USD 962 per post, while the average amount paid to men was around USD 609.

2021 was the first time that women earned more than men as influencers.

Perhaps with this last paragraph you feel that we have hope for equal pay, but unfortunately the situation remains unequal and reinforces gender stereotypes. What do I mean by this? I will answer below.

Another study on digital advertising found that brands spend more on ads that portray traditional gender roles.