A recent study by talent management agency SevenSix reveals that dark-skinned influencers in the UK earn almost 45% less than their light-skinned counterparts. The research, conducted between March and May 2024, included 300 influencers of color.
The 2024 Influencer Pricing Report indicates that Black influencers earn 34% less than white influencers, a significant increase from the 22% gap observed in 2022. This disparity is similar to findings in the US, where a 2021 report by The Influencer League and MSL Group found a 35% earnings gap.
Charlotte Stavrou, founder of SevenSix Agency, emphasized the importance of data to highlight this inequality. “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,” she told Business Insider.
The study also shows income disparities among other ethnic groups. South-East Asian influencers earn 57.22% less than white influencers, East Asian influencers earn 38.4% less, and South Asian influencers earn 30.7% less.
Physical Appearance Impact
Beyond ethnicity, physical appearance significantly affects earnings. Influencers with “deep dark” skin tones earn 44.63% less than those with “light-skinned” tones. This discrepancy suggests that even within the same ethnicity, appearance can impact demand and pay.
Hair texture also plays a role. Influencers with curly hair earn between £800 and £1,023, while those with straighter hair earn between £1,713 and £2,191.
Age-Related Earnings Differences
Age is another critical factor. The report found that influencers over 40 often feel discriminated against. Young influencers aged 18-39 earn 144% more on TikTok compared to those over 40. However, on Instagram, older influencers fare better, with those aged 40-59 earning between £1,546 and £1,978, compared to £1,245 to £1,592 for 18-25 year-olds.
These findings highlight the significant influence of skin color, hair texture, and age on the earnings of UK influencers.
