Creators earn the most from their brand partnerships on YouTube, more so than Instagram and TikTok, according to a new survey.
By the numbers. On YouTube, 6% of creators earned more than $10,001 per month, compared to 3% of Instagram creators and 2% of TikTok creators.
50% of YouTube creators earn more than $500 per month compared to Instagram (40%) and TikTok (36%).
More expensive, though. Although YouTube creators are more expensive to work with, brands should work with them because the platform has high engagement metrics.
Creators get an engagement rate of 50%, on average, which far exceeds all other platforms (TikTok and Instagram had an engagement rate of 3% and 2%, respectively). Engagement on YouTube was defined as views, likes, comments and shares. Too:
“YouTube’s longer video format allows creators to go deeper into your products in each video, which is especially helpful if you’re selling products like tech gear or ready-to-build furniture that might need step-by-step tutorials.”
About the survey. This is a combination of internal data from Aspire, an influencer marketing platform, plus a survey of 1,000 “diverse creators, varying in audience size, primary platform of choice, industry and much more”. Most of the creators were in the United States.
Why we care Influencers can help your SEO campaigns. And with continued heavy investments in influencer marketing, YouTube seems to offer brands the highest ROI for working with influencers right now.
Deepen. If you want to learn more about how much to pay influencers, you can download the survey results for free aspirate.
Creators frustrated with TikTok. Disappointed with how much they were being paid, creators were leaving TikTok citing mental health issues and burnout, as we reported last year. Some creators claimed they were paid between $0.02 and $0.03 per 1,000 video views.
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