London Daily

Focus on the big picture.
Thursday, Sep 11, 2025

MPs to investigate influencer pay amid evidence of racial gap

MPs to investigate influencer pay amid evidence of racial gap

Influencers working across TikTok, YouTube and Instagram face wildly varying rates of pay

For social media influencers, success comes in units of thousands and millions – but for many of them that is followers, not pounds.

This month, MPs recommended that the government investigate pay standards in the industry as part of a wider review of the influencer market, citing inconsistent pay rates and evidence of a racial pay gap.

Influencers and content creators told the Guardian differing stories. Florian Gadsby, 29, posts videos of himself making pottery on Instagram, YouTube and TikTok. He says his earnings are inconsistent across the different platforms, although it is not his main form of income (and he also uses the sites to advertise his wares to buyers). He makes the most on YouTube, which offers a cut of revenue from adverts shown alongside his videos, but a small amount from Instagram directly, where he has 639,000 followers.

“It would be great if there could be a consistent way of paying influencers on social media platforms, but I think it’s too complicated to standardise,” he says.

Aziza Makamé, 27, has a full-time job in marketing but supplements her income with a TikTok account carrying pet content. “I would never recommend it full time,” she says, adding that life outside the top tier of influencers is tough. “You are constantly chasing payments and invoices, and trying to make content.”

But for Nifè, a 26-year-old TikTok creator and influencer with 2.3 million followers, her popular dance videos have been a commercial success. Brand partnerships with Coca-Cola and Nespresso have helped her earn more than £150,000 since the end of 2021. “I think attracting the right brands and opportunities is probably the best way to make money from TikTok,” she says.

The huge variation in the pay rates of influencers has prompted MPs to act. The digital, culture, media and sport committee said social media platforms are “not appropriately and consistently rewarding influencers for their work” and also warned that payment from brands “varies wildly”. The committee also flagged research pointing to a racial pay gap within the industry.

Influencers – a catch-all term for people who make money from producing content online – build relationships with their audiences, which can number in the millions, by making content that ranges from TikTok clips to YouTube videos and Instagram posts. Their work can be in the form of cooking lessons, exercise tutorials or fashion and cosmetics video blogs.

Payment can come from a number of sources, which include: brands that pay influencers to promote their products; YouTube’s partner programme, which offers a cut of the advertising revenue from ads accompanying the videos; loaning or giving products or services in exchange for a review or endorsement; follower donations or purchases of an influencer’s own products; and funding schemes offered by TikTok, Snapchat and Instagram.

If you go down the brand partnership route, payment rates can vary wildly. Influencers with 100,000 followers who sign up with brands to promote products fetch between £250 and £30,000 per campaign, according to data from the SevenSix Agency, which helps influencers broker deals with brands. The Instagram page influencerpaygap is a popular location for influencers to share pay rate information.

“There is definitely an inconsistency in fees, but it’s possible to have a successful career as an influencer. Understanding the industry fee structures, as unsophisticated as they may be currently, is very important,” says Charlotte Williams, SevenSix’s founder, who says the key to success is building contacts with public relations professionals and the brand managers who run campaigns for products.

TikTok makes undisclosed funds available to some creators in the UK, Snapchat paid out $250m (£200m) to users globally from its Spotlight programme last year, and parts of Instagram’s bonus programme for creators are available in the UK, while OnlyFans gives creators 80% of their subscription fees. YouTube’s partner programme for accounts with more than 1,000 subscribers offers a 55% cut of advertising revenue.

The Advertising Standards Authority told MPs that a “small minority” of influencers command the highest fees, while “many are not successful”. It is a competitive but growing market. According to one estimate, the influencer marketing industry will grow from $6bn in 2020 to $24.1bn by 2025.

There are also moves to establish a trade union for influencers and creators in the UK. Kat Molesworth, co-founder of the Creator Union, is hoping to start recruiting members later this year. She says influencers and content creators are often treated badly, working without contracts and waiting months or years for payment.

“I think that funding for a union should in part come from the industry, both the advertising industry and the social media platforms, because influencers are part of a $6bn global economy and they deserve to be treated fairly and represented,” says Molesworth.

Newsletter

Related Articles

0:00
0:00
Close
The British legal mafia hit back: Banksy mural of judge beating protester is scrubbed from London court
Surpassing Musk: Larry Ellison becomes the richest man in the world
Embarrassment for Starmer: He fired the ambassador photographed on Epstein’s 'pedophile island'
Manhunt after 'skilled sniper' shot Charlie Kirk. Footage: Suspect running on rooftop during panic
Effective Protest Results: Nepal’s Prime Minister Resigns as Youth-Led Unrest Shakes the Nation
Qatari prime minister says Netanyahu ‘killed any hope’ for Israeli hostages
King Charles and Prince Harry Share First In-Person Moment in 19 Months
Starmer Establishes Economic ‘Budget Board’ to Centralise Policy and Rebuild Business Trust
France Erupts in Mass ‘Block Everything’ Protests on New PM’s First Day
Poland Shoots Down Russian Drones in Airspace Violation During Ukraine Attack
Brazilian police say ex-President Bolsonaro had planned to flee to Argentina seeking asylum
Trinidad Leader Applauds U.S. Naval Strike and Advocates Forceful Action Against Traffickers
Kim Jong Un Oversees Final Test of New High-Thrust Solid-Fuel Rocket Engine
Apple Introduces Ultra-Thin iPhone Air, Enhanced 17 Series and New Health-Focused Wearables
Macron Appoints Sébastien Lecornu as Prime Minister Amid Budget Crisis and Political Turmoil
Supreme Court temporarily allows Trump to pause billions in foreign aid
Charlie Sheen says his father, Martin Sheen, turned him in to the police: 'The greatest betrayal possible'
Vatican hosts first Catholic LGBTQ pilgrimage
Apple Unveils iPhone 17 Series, iPhone Air, Apple Watch 11 and More at 'Awe Dropping' Event
Pig Heads Left Outside Multiple Paris Mosques in Outrage-Inducing Acts
Nvidia’s ‘Wow’ Factor Is Fading. The AI chip giant used to beat Wall Street expectations for earnings by a substantial margin. That trajectory is coming down to earth.
France joins Eurozone’s ‘periphery’ as turmoil deepens, say investors
On the Anniversary of Queen Elizabeth’s Death: Prince Harry Returns to Britain
France Faces New Political Crisis, again, as Prime Minister Bayrou Pushed Out
Murdoch Family Finalises $3.3 Billion Succession Pact, Ensuring Eldest Son’s Leadership
Big Oil Slashes Jobs and Investments Amid Prolonged Low Crude Prices
Court Staff Cover Up Banksy Image of Judge Beating a Protester
Social Media Access Curtailed in Turkey After CHP Calls for Rallies Following Police Blockade of Istanbul Headquarters
Nayib Bukele Points Out Belgian Hypocrisy as Brussels Considers Sending Army into the Streets
Elon Musk Poised to Become First Trillionaire Under Ambitious Tesla Pay Plan
France, at an Impasse, Heads Toward Another Government Collapse
Burning the Minister’s House Helped Protesters to Win Justice: Prabowo Fires Finance Minister in Wake of Indonesia Protests
Brazil Braces for Fallout from Bolsonaro Trial by corrupted judge
The Country That Got Too Rich? Public Spending Dominates Norway Election
Nearly 40 Years Later: Nike Changes the Legendary Slogan Just Do It
Generations Born After 1939 Unlikely to Reach Age One Hundred, New Study Finds
End to a four-year manhunt in New Zealand: the father who abducted his children to the forests was killed, the three siblings were found
Germany Suspends Debt Rules, Funnels €500 Billion Toward Military and Proxy War Strategy
EU Prepares for War
BMW Eyes Growth in China with New All‑Electric Neue Klasse Lineup
Trump Threatens Retaliatory Tariffs After EU Imposes €2.95 Billion Fine on Google
Tesla Board Proposes Unprecedented One-Trillion-Dollar Performance Package for Elon Musk
US Justice Department Launches Criminal Mortgage-Fraud Probe into Federal Reserve Governor Lisa Cook
Escalating Drug Trafficking and Violence in Latin America: A Growing Crisis
US and Taiwanese Defence Officials Held Secret Talks in Alaska
Report: Secret SEAL Team 6 Mission in North Korea Ordered by Trump in 2019 Ended in Failure
Gold Could Reach Nearly $5,000 if Fed Independence Is Undermined, Goldman Sachs Warns
Uruguay, Colombia and Paraguay Secure Places at 2026 World Cup
Florida Murder Case: The Adelson Family, the Killing of Dan Markel, and the Trial of Donna Adelson
Trump Administration Advances Plans to Rebrand Pentagon as Department of War Instead of the Fake Term Department of Defense
×