In the UK, dark-skinned content creators earn almost 45% less than light-skinned ones, according to a recent study by talent management agency SevenSix. This study, conducted from March to May 2024, among 300 influencers of colour, highlights significant income gaps based on race.
The 2024 Influencer Pricing Report reveals that Black creators earn 34% less than white creators in 2024, compared to 22% in 2022. Similar trends have been observed in the US, indicating a systemic issue across borders.
Founder Charlotte Stavrou of SevenSix Agency commented, “We needed data to back up what we have always been saying, which is that lighter-skinned or racially ambiguous creators would be getting more work than those who had dark skin,” to Business Insider.
Income disparities are also evident among South-East Asian influencers (57.22% less), East Asian influencers (38.4% less), and South Asian influencers (30.7% less) compared to their white counterparts.
Physical appearance also affects earnings. Influencers with a “deep dark” skin tone earn 44.63% less than “light-skinned” influencers, highlighting biases within the industry.
Hair texture similarly influences pay, with those having curly hair reporting lower incomes compared to those with straighter hair.
Age-related differences further compound these disparities. While younger influencers aged 18-39 dominate platforms like TikTok, older influencers aged 40 and above face discrimination despite their experience.
On Instagram, however, older influencers outearn their younger counterparts, reflecting a different dynamic in the influencer landscape.