Shocking Stats: Why POC Creators Are Paid 35% Less Than Their White Counterparts

In the age of social media, creators are at the forefront of shaping trends, connecting communities, and driving brand engagement.

However, a troubling statistic reveals that creators who are Black, Indigenous, or other people of color (POC) earn significantly less than their white counterparts—up to 35% less when focusing specifically on Black influencers. This pay gap sheds light on a systemic issue that goes beyond just dollars and cents, reflecting broader disparities in opportunity, visibility, and industry practices.

The Numbers Don’t Lie: A Stark Pay Disparity

A recent study on influencer marketing pay disparities revealed a significant pay gap between white influencers and influencers of color, with a 29% disparity across all ethnic groups. When focusing on white and Black influencers, this gap increases to 35%, underscoring a measurable inequity in the industry.

Additional research highlights striking differences in average fees for Instagram Reels among different groups. On average:

The Hidden Cause: Lack of Transparency and Awareness

The pay gap in influencer marketing isn’t always about intentional bias. Many brands depend on influencers to set their own rates, and without clear guidelines or shared industry standards, creators—especially those from underrepresented groups—can unknowingly undervalue their work.

@golloria

black creatives deserve more, we deserve opportunities, we deserve visibility. we are the blue print.

♬ original sound - golloria

TikTok creator @Golloria shares how she knows she’s paid less than others, despite having higher engagement. Her video highlights how these issues are often brushed aside, with people unwilling to discuss the inequality openly.

 A comment on the post reveals how some Black creators often settle for free products while others receive cash payments because of the lack of transparency.

Meanwhile, @VictoriaParis offers another critical insight: The Best PR packages and brand opportunities often go to a select group of white influencers and POC creators often struggle to get the same opportunities.

@victoriaparis

♬ original sound - Victoria Paris

This highlights how marketing teams, lacking diversity, tend to operate in echo chambers, following and engaging with creators who look like them. This imbalance in gifting and visibility perpetuates the cycle of underrepresentation for POC creators, further widening the gap.

What Brands Can Do to Close the Pay Gap

1. Diversify Marketing Teams: Representation matters. When marketing teams are diverse, they’re more likely to recognize and address disparities. This can prevent situations where gifting and payment disproportionately favor one demographic.
2. Standardize Rate Cards: Brands can create clear and transparent rate expectations to ensure all creators are fairly compensated based on engagement, reach, and performance—not ethnicity.
3. Foster Conversations: Brands should actively engage with creators to understand their challenges and build equitable practices. Listening to stories like those shared by @Golloria can spark meaningful change.
4. Hold Agencies Accountable: Partnering with agencies that prioritize diversity and inclusion can help brands access a broader and more equitable range of talent.

The racial pay gap in influencer marketing is a symptom of larger systemic inequities. While influencers themselves play a role in setting their rates, brands wield significant power to level the playing field by fostering transparency and diversity. The time to act is now—because every creator deserves fair pay for their work.