AGI – How much does an influencer earn in Italy? It depends. Much on YouTube, much less on Facebook; a lot for a video, less for a photo; a lot if he is a ‘Mega Influencer’, less (but not a little) if he is a Nano. To calculate the average remuneration of an influencer on social networks, it is necessary to take into account a series of elements, some of a quantitative nature, others of a qualitative nature.
The first ‘price list’ dedicated to the Italian influencer marketing market was drawn up by DeRev, a strategy and digital communication company. Starting from the classification of influencers on the basis of three analytical factors (number of followers, Engagement Rate and conversion rate), he weighted the final results by interpenetrating the data by platform and type of collaboration. The rate table reports an average compensation range in which an influencer fluctuates depending on the complexity of the content requested and its degree of authority among its public.
“We have many references for the foreign market, especially the American one – explained the CEO of DeRev, Roberto Esposito -, which are absolutely distorted for Italy, and none specific for our country. Furthermore, in Italy we still confuse the figure of content. creator with the vip, when instead the social networks are inhabited by thousands of influencers who are not famous except with their own public, often niche and very loyal “.
It is in this scenario that “a fundamental economic game is being played, both for those who aspire to what is now a real profession, and for companies and brands that must know how to orient themselves for their investments in a very powerful marketing tool. price list was created for this: it wants to be a compass for stakeholders, but also a map for those who want to know more about how we are evolving and how the mechanisms that, as followers and potential consumers, see us as protagonists work ”, he adds.
How requests change
The tariff reflects the diversity of the profession on the various platforms: the remuneration changes because the work of the influencer changes. It is relatively easy, in fact, to be able to secure a large audience of followers on Facebook, where however there is a mass audience with habits of rapid and superficial use.
As if to say that Mark Zuckerberg’s platform is not so suitable for the performance of those who try to guide the tastes of users and, in fact, here a small influencer can take home from 50 to 250 euros per post, the same figure as a colleague from Instagram or TikTok who, however, needs half the followers to secure it, and infinitely less than a youtuber.
The more the fanbase grows, the more the gap widens and the Facebook influencers really appear as the “poorest”: a Mega Influencer (highest step of the ranking) can hope to earn a maximum of 5 thousand euros per post, far from the 25 thousand of YouTube or from 15 thousand of Instagram and TikTok. Precisely because it is harder to create a following, and because making videos even quite complex takes time and expertise, YouTube is the platform where an influencer earns the most.
Instagram and TikTok are paired halfway. They are different channels, with targets and methods of use that cannot be assimilated, but they are platforms crowded with influencers of all categories, with a large slice of interesting Mid-Tier and Macro Influencers. They can earn from 50 euros per post up to thousands, not counting the exorbitant figures of celebrities.
In short, the ability to make one’s way between tight competition and the obligation to establish oneself with a reputation and content capable of attracting and retaining attention is rewarded. Finally, it should be taken into account that, on any platform, the cost of a post fluctuates in the reference range based on the type of collaboration, or if they are simple forms of Brand Ambassadors and affiliations, or the more complex ones such as Branded Content (also Unboxing), Continuous Campaigns and Takeover (the influencer directly manages the company channels for a predefined period of time).
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