1、IZEA INSIGHTS SPECIAL REPORTFEBRUARY 2023The 2023 State of Influencer EqualityIn January of 2020,IZEA began publishing an analysis of its own marketplace data as it relates to the sensitive issues of race,sex,and other characteristics.The data represented in this report spans over$70 million in paym

2、ents to influencers on a variety of social media platforms.BACKGROUNDKeep ourselves and our customers accountable and aware of trends within our own ecosystem of agencies,brands and influencers.Push the greater influencer marketing industry toward equal pay and equal representation in campaigns.Serv

3、e as champions of creator diversity and inclusion.GOALS IZEA Worldwide,Inc.2023Influencer Marketing Payments by Race$0$400$800$1,200$1,600$2,000$2,400$2,800$3,200$3,600$4,00020152016201720182019202020212022$3,668$2,972$1,582$1,542$935$574$273$101$3,143$2,693$1,679$1,145$881$769$303$59$3,042$2,546$1,

4、773$1,387$759$547$209$129$2,757$2,139$1,330$1,248$776$571$146$146$2,453$2,169$1,202$1,021$681$681$261$135WhiteHispanicBlackNon-White OtherAsian2015-2022 Average Cost Paid Per Post Across All Social PlatformsSources:IZEA platform data,U.S.Census.U.S.Population Distribution As marketers aim to reach m

5、ore diverse audiences,we have seen notable surges in the average cost-per-post price earned by non-white influencers.2.3x14%6%19%2%59%IZEA Worldwide,Inc.202346%54%WhiteNon-WhiteInfluencer Marketing Deal Flow by Race2015-2022 Percent Share of Sponsorship Transaction Volume Across All Social Platforms

6、Source:IZEA platform data.Another All-Time High for Influencer Diversity As influencer marketing opportunities continue to increase,the rate of deals granted to racial minorities has risen surpassing their representation in the population and reaching a new peak in 2022.202239%61%32%68%32%68%30%70%2

7、7%73%2015201620172018201937%63%202043%57%2021 IZEA Worldwide,Inc.2023Payments by Influencer Language Spoken$0$1,000$2,000$3,000$4,000$5,000$6,000$7,000$8,000$9,000$10,000$11,000ItalianRussianFrenchEnglishHindiSpanishPortugueseChineseGermanJapanese$10,250$6,250$4,785$3,185$2,997$2,689$2,568$2,016$1,9

8、50$1,8662022 Average Cost Paid Per Post Across All Social PlatformsSource:IZEA platform data.Representative of languages spoken by the influencer,though posts may be in English.TIER 1 TIER 2TIER 3TIER 4East Asian language speakers are commanding a 1.9 to 4 times premium compared to those who only sp

9、eak English.IZEA Worldwide,Inc.2023Influencer Marketing Earnings by Sex$0$320$640$960$1,280$1,600$1,920$2,240$2,560$2,880$3,20020152016201720182019202020212022$2,652$2,289$1,719$1,138$926$753$299$143$3,131$2,978$2,258$2,152$1,384$1,411$583$290MaleFemaleAverage Cost Paid Per Post Across All Social Pl

10、atforms(2015-2022)Source:IZEA platform data.While creators who identify as male and female earn more year over year,the pay gap between them continues to narrow.1.9x1.3x1.3x1.2x IZEA Worldwide,Inc.2023Influencer Marketing Deal Flow by Sex2015-2022 Percent Share of Sponsorship Transaction Volume Acro

11、ss All Social PlatformsSource:IZEA platform data.Women Continue to Dominate Influencer Marketing Since 2015,female influencers have earned an overwhelming majority of deal flow,but 2022 saw that figure dip below 80%for the first time.Despite this downturn in numbers,women are gaining ground in cost-

12、per-post,where the pay gap between male and female influencers is now lower than ever.2%77%21%MaleFemaleUnspecified20222%90%9%20151%87%12%20162%86%12%20172%86%12%20182%84%14%20192%90%9%20202%83%15%2021 IZEA Worldwide,Inc.2023Instagram Stories by Sex$0$100$200$300$400$500$600$700$800$900$1,0002019202

13、020212022$559$962$421$332$395$609$451$329MaleFemaleAverage Cost Paid Per Instagram Story(2019-2022)1.6xAlthough the male and female pay gap persists,female influencers posting sponsored Instagram Stories have a higher average cost-per-post than male creators.Source:IZEA platform data.1.4x IZEA World

14、wide,Inc.2023Russian-Speaking Influencers$0$250$500$750$1,000$1,250$1,500$1,750$2,000$2,250$2,50020152016201720182019202020212022$1,950$2,482$1,369$1,255$980$579$123$82Russian-Speaking3-Year Moving Average2015-2022 Average Cost Paid Per Post Across All Social PlatformsSource:IZEA platform data.Sourc

15、e:IZEA platform data2021 saw a cost-per-post spike for Russian-speaking influencers,but perhaps due to geopolitical tensions during Russias invasion of Ukraine,average rates dropped in 2022.IZEA Worldwide,Inc.2023Influencer Marketing Payments by Age$0$250$500$750$1,000$1,250$1,500$1,750$2,000$2,250$

16、2,500$2,750$3,000$3,250$3,500$3,750$4,0002015201620172018201920202021202218-2425-3435-4445-5455-6465+2015-2022 Average Cost Paid Per Post Across All Social PlatformsSource:IZEA platform data.For the first time,adults 55-64 have taken over as the highest-earning influencer age group,making$1 more on

17、average($3,232)than those 18-24.IZEA Worldwide,Inc.2023Influencer Earnings by Influencer Annual Income$20,001 to$40,000$40,001 to$50,000$50,001 to$75,000$75,001 to$100,000$100,001 to$150,000$150,001+$0$100$200$300$400$500$600$700$800$900$1,000$821$500$368$291$262$166Income RangeAverage Cost Paid Per Post Across All Social Platforms(2015-2022)Source:IZEA platform data.Influencers earning more than$150K per year in sponsorships charge an average of 3.1 times more per post than those earning less than$50K per year.3.1x IZEA Worldwide,Inc.2023Champion the Creators.