Pursuing a career as an influencer has become a popular trend in recent years, with many people hoping to achieve success and financial stability in the industry. However, the reality might not be as rosy as many expect. A recent survey by Aspire, an influencer marketing platform, has found that only 4.3% of the more than 1,700 creators surveyed earn six figures or more per year.
The staggering number of creators, which stands at 303 million in nine major markets globally, according to Adobe, suggests that this 4.3% figure could represent a potentially huge number of people. This highlights the fact that becoming an influencer is not a guaranteed way to get rich quickly.
The survey also found that 55.2% of the creators polled have increased their rates in the past six months, demonstrating the growing competitiveness of the influencer industry. This trend is likely to continue, as creators seek to make a living from their work.
Moreover, 64% of the creators surveyed have turned down campaigns in the past year due to a misalignment between the brand’s values and their own. This shows that creators are increasingly conscious of the brands they associate with and are willing to take a stand on issues that matter to them.
The number one thing that creators want from brands is more creative freedom, according to the survey. This is a clear indication that creators want to be able to express themselves and create content that aligns with their own values and interests, rather than simply following a set of guidelines provided by brands.
Aspire’s founder and CEO, Anand Kishore, stated that guidelines are of course necessary, but trying to control a creator’s output too much “defeats part of the purpose” of working with creators for authentic content. Kishore emphasized that the relationship between brands and influencers should be one of collaboration, rather than control.
Although 74% of the creators surveyed are “very willing” to partner with companies that are “committed to sustainability,” only 15% of those who do sustainability-related work said they would charge a lower rate for it. This suggests that while sustainability is important to many creators, it is not yet a major consideration in the influencer industry.
The results of the survey by Aspire provide a sobering look at the reality of the influencer industry. While there are certainly successful influencers who earn a good income, the majority of creators are still struggling to make a living from their work. This highlights the need for creators to be mindful of the brands they work with, to maintain creative freedom, and to be realistic about the potential financial returns from pursuing a career as an influencer.
