How much money Instagram influencers make
- From sponsored content to getting tipped on IG Live, creators balance several streams of income.
- We spoke with dozens of creators who shared how much money they earn.
Instagram and influencers go hand-in-hand.
The Meta-owned social-media platform has become a primary stage for influencers launching their careers. And they don't need millions of followers to earn money on Instagram.
But it's not so straightforward to start earning money on Instagram. Unlike YouTube, Instagram doesn't yet have a comparable payment system in place like YouTube's Partner Program. Typically, influencers rely on sponsored content to make a living. From posting a picture to the main feed with #ad to sharing swipe-up links in a series of Stories, sponsored content takes on many different shapes.
Rates for these types of brand deals also vary.
For instance, Nate White, a comedy creator who had 1.8 million TikTok followers and 340,000 Instagram followers when Insider interviewed him, has a base rate of $3,000. Meanwhile, Jour'dan Haynes, a nano influencer, told Insider she can earn up to $600 per post.
To land on these rates, some influencers rely on formulas like charging brands $100 for every 10,000 followers. But not everyone agrees on one formula.
But if influencers negotiate well, brand deals can lead to big paychecks. For instance, one influencer with 275,000 followers told Insider she had booked $700,000 in brand deals in six months. And two micro influencers told Insider they earned six-figure yearly salaries as full-time creators.
Sponsored content, however, isn't the only income generator for these influencers — although it is generally the most lucrative.
Influencers on Instagram can also earn commissions on affiliate links, profits from selling merchandise, and proceeds from monetization tools Meta has introduced. One influencer who spoke with Insider made an average of $5,000 per month through affiliate links alone. Others are earning thousands of dollars from Instagram Reels Bonus Program.
Insider has spoken with dozens of Instagram influencers about how much money they charge brands for sponsored content and how else they make a living using the app.
Here's a comprehensive breakdown of Insider's
How much money Instagram influencers make from brand deals
Many influencers earn money on Instagram by working with brands on sponsored content.
35 Instagram influencers told us how much they charge for and have earned from sponsored content. Here's a full breakdown of our coverage, in order of follower count at time of interview:
"Macro" and "Mega" influencers
- Alexa Collins, a lifestyle influencer with 1.2 million followers
- Nate White, a comedy creator and fashion designer with 340,000 Instagram followers (1.8 million on TikTok)
- Jenna Barnard, a food blogger with 285,000 followers
- JaLisa Vaughn-Jefferson, a lifestyle influencer with 275,000 followers
- Rahan Alemi, a lifestyle and fashion influencer with 200,000 Instagram followers (385,000 on TikTok)
- Katy Bellotte, a lifestyle influencer with 176,000 followers
- Natasha Greene, a food and lifestyle creator with 137,000 followers
- Joel Bervell, a medical school student and content creator with 118,000 Instagram followers (475,000 on TikTok)
- Matt Upham, a tech content creator with 113,000 Instagram followers (522,000 on TikTok)
- Macy Mariano, a travel and fashion influencer with 102,000 followers
- Kara Harms, a full-time lifestyle blogger and influencer with 77,000 Instagram followers (283,000 on TikTok)
- Jehava Brown, a travel and lifestyle influencer with 70,000 followers
- Nick Cutsumpas, a plant influencer with 63,700 followers
- Jon Seaton, a college football star and creator with 58,000 Instagram followers (1.8 million on TikTok)
- Jade Darmawangsa, a YouTube creator (382,000 subscribers) with 52,000 Instagram followers
- Emma Cortes, a lifestyle influencer and podcast host with 47,000 followers
- Ashley Jones, a fashion and lifestyle influencer with 45,000 followers
- Tomi Obebe, a lifestyle and fashion influencer with about 40,000 followers
- Aisha Beau Frisbey, a lifestyle creator with 34,000 followers
- Britney Turner, a lifestyle influencer with 27,000 followers
- Symphony Clarke, a TikTok creator (200,000 followers) with 26,000 Instagram followers
- Alexa Curtis, a lifestyle influencer and entrepreneur with 20,000 followers
- Mary Margaret Boudreaux, a lifestyle influencer with 20,000 followers
- Manasi Arya, a Gen-Z artist with 19,000 followers
- Tejas Hullur, a personal finance creator and entrepreneur with 12,000 followers (500,000 on TikTok)
- Reni Odetoyinbo, a personal finance and lifestyle creator with 14,000 followers
- Gigi Kovach, a part-time lifestyle blogger and mom of two with 13,500 followers
- Tyler Chanel, a sustainability influencer with 12,000 followers
- Khadijah Lacey-Taylor, a fashion and lifestyle influencer with 9,800 followers
- Jour'dan Haynes, a lifestyle creator with 5,900 Instagram followers
- Tess Barclay, a lifestyle blogger with 5,600 followers
- Laur DeMartino, a nano influencer and full-time college student with 5,200 Instagram followers
- Jalyn Baiden, a nano influencer with about 4,000 Instagram followers
- Jen Lauren, a part-time lifestyle influencer with 2,900 followers
- Amber Broder, a part-time skincare influencer and full-time college student with 2,300 followers
How Instagram influencers earn money beyond brand deals
From earning a commission through affiliate links to getting tipped by followers on an Instagram Live, there's a host of supplementary sources of income for creators on Instagram.
How much money do influencers make by promoting links or selling their own products?
Influencers use platforms like LTK and ShopStyle to generate affiliate links or discount codes provided by brands to earn a percentage of sales. (Read more about the top affiliate platforms for influencers.)
Adding these links just got easier, too. In 2021, Instagram released the ability to add link stickers in Stories to all users — regardless of the follower count or verification status.
- Bethany Everett-Ratcliffe, a lifestyle micro influencer with 16,000 followers, makes money using affiliate links
- Vi Lai, a skincare influencer, uses Instagram and TikTok to make thousands of dollars per month using affiliate marketing
Using Instagram's suite of monetization tools
Facebook, now called Meta, announced in July 2021 that it would invest over $1 billion in creators through 2022.
Since then, Instagram has announced several monetization features for creators. Although the platform's ad-revenue share program for ads played on IGTV (which rebranded to "Instagram Video") came to an end in 2022, creators have turned to Reels as a way to earn money.
Instagram has several incentive programs under the umbrella of "Bonuses." Instagram's "Reels Play Bonus," for instance, pays creators based on the number of views their videos accumulate within a month.
Meme creator Jackson Weimer told Insider that he was paid over $6,000 from his Reels in a month. Meta also added a bonus program and more ways to earn money from Reels on Facebook, including ad-revenue options. But these payments are constantly in flux for creators while Meta continues to test the program.
One creator described these payments as a "cherry on top."
Creators can also make money on Instagram by receiving "Badges" or "Gifts" (tipping features for Live and Reels, respectively), launching Instagram Subscriptions, and selling their own merchandise or products in-app.
Selling courses, direct-to-consumer products, and merch
Influencers can sell their own products and merchandise directly through Instagram's shopping features, or leverage their audience to promote their own brands, DTC products, coaching services, or online courses.
Some influencers, like Huda Kattan, go on to found brands that are worth millions — or even billions — of dollars.
- How an astrology creator earned about $64,000 in five months selling courses and coaching sessions
- Creators are making big money teaching online courses. Here's how a travel influencer made $1 million in sales.
- How a philosophy Instagram account makes six figures selling digital wallpapers and calendars
- How much money two influencers earned last year selling bucket hats, hoodies, and other merch
- A micro influencer self-published a book and used Instagram to drive sales
- An Instagram star who has sold $35 million of her own products explains how she built her fashion line
- The most valuable brands started by influencers, including some worth over $1 billion
Resale apps like Poshmark, Depop, and Etsy have become lucrative small businesses for many Instagram creators.
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