In the $25 million influencer marketing industry in Pakistan, female content creators have earned twice as much as male counterparts since 2018 to date. according to the 2020 Influencer Pricing Report by Profit. Female influencers earned on average $15,615.48, $14,178.86, and $12,904.63 in 2020, 2019, and 2018, while male influencers earned an average $7,870, $7,239, and $6,614 during the corresponding period.
“Most brands that are advertising want to advertise a product for females, through females,” said Safaa Rauf, founder of Mad Media. “Also since male influencers don’t grow so rapidly they don’t get to charge as much as females who have a higher following. If we are talking about the same number of followers for male or female, the person with higher engagement will get paid more given the campaign is for both the genders.”
The influencer marketing report was undertaken in December 2020, gathering payout reports pertaining to over 10 thousand social media content creators, with data providers being Digitz, DEN, Walee, and two public relations agencies that requested anonymity. Data journalists at Profit cleaned the data to reach ten key takeaways, while procuring qualitative perspectives from practitioners on the study outcomes.
The influencer marketing report also found that 75% of the top influencers in the country are women, with high levels of topics and industry saturation that fit the stereotype. This means that female influencers aligned themselves with content around beauty, fashion, lifestyle, and food predominantly, while male influencers aligned themselves with vlogging, music, travelling, technology, and fitness. The blue ocean for aspiring internet content creators is to operate in the whitespace away from the stereotype and keep formats fresh.
In studying data from over 25 marketing campaign case studies from the past 12 months, the influencer marketing report found that campaigns which were integrated and featured the tactic of influencers for awareness amplification – while complimented by other forms of online and offline media – were four times as effective as campaigns that entirely relied on influencers.
“The more effective the influencer plans are the higher the impressions which result in higher awareness and better recall,” said Rauf. “Having a standalone influencer plan works out great for smaller to medium sized business however large scale businesses should definitely have a more 360 strategy in which influencer marketing plays a substantial role.”
The full influencer marketing report can be found here.
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Babar Khan Javed is an advertising reporter and can be reached on firstname.lastname@example.org with details about media, creative, and digital briefs, future projects, management changes, client wins or losses, and everything in between.