IZEA：2022年网红收入状况报告（中译版）（12页）.pdf

1、FEBRUARY 2022The State of Influencer EarningsIZEA INSIGHTSThe data represented in this report spans over$60 million in payments to influencers on a variety of social media platforms.BACKGROUNDEducate marketers and creators on trends within IZEAs ecosystem of agencies,brands,and influencers.Push the

2、greater influencer marketing industry toward reasonable pay for creators working on various platforms.Help creators understand the value they provide to brands and how to price themselves to remain competitive.GOALSCost Per Post by Platform$0$500$1,000$1,500$2,000$2,500$3,000$3,500$4,000$4,500$5,000

3、TwitterFacebookInstagram StoryInstagram PhotoPinterestTikTokYouTube$4,491$3,514$2,114$906$1,170$833$284Source:IZEA platform data2021 Average Cost Paid Per Post Per Platform(Single post on one platform,influencers of all size)Posts on TikTok and YouTube earn 2-4 times more than almost all other platf

4、orms.Cost Per Post by Platform$0$1,400$2,800$4,200$5,600$7,000$8,400$9,800$11,200$12,600$14,000FB+IG PhotoBlog+FBIG Story+IG PhotoFB+IG Story+IG PhotoIG Story+TikTokIG Story+YouTube$3,054$2,586$2,208$2,646$13,025$5,453Source:IZEA platform data2021 Average Cost Paid Per Post Per Platform Combo(One po

5、st on each platform,influencers of all size)Posting YouTube videos and Instagram Stories is 2.4 times more rewarding than the combo of Instagram and TikTok.Cost Per Post by Influencer Tier$0$700$1,400$2,100$2,800$3,500$4,200$4,900$5,600$6,300$7,0002015201620172018201920202021NanoMicroMid-TierMacroMe

6、gaInfluencers of All Tiers on All Platforms(2015-2021)Source:IZEA platform dataWith the exception of web celebrities(1 million-plus followers),every size of influencer saw record average payment sizes in 2021.2021 Cost Per Post bounces to record rates as marketers invest in influ