Social media influencers with darker skin tones and curlier hair textures earn substantially less than their counterparts, according to research from SevenSix Agency, a UK-based talent-management firm.
Influencer Pay Gap: The Impact Of Skin Tone And Hair Type
The report, published on June 4, surveyed 300 influencers of varying ethnic backgrounds, including Arab, Black, East Asian, Latinx, South Asian, and Southeast Asian, alongside their white counterparts.
The findings show that influencers with a “deep dark” skin tone earn 44.63% less than those with a “light skin” tone.
This pay gap is compounded by hair type, with creators having curlier hair textures earning less than those with straighter hair.
Influencers with hair type 2A earned the highest fees, averaging £1,713 ($2,191) for Instagram reels, while those with hair type 4B earned the lowest, at £800 ($1,023).
“We needed data to back up what we have always been saying, which is that lighter-skinned or racially ambiguous creators would be getting more work than those who had dark skin,” Charlotte Stavrou, SevenSix Agency’s founder, told Business Insider.
Worsening Pay Gaps
The study also found that Black influencers were paid 34% less than white influencers in 2024, a significant increase from the 22% gap reported in 2022.
This gap mirrors that seen in the US where Black creators were found to earn 35% less than their white counterparts.
To address these issues, the SevenSix Agency report includes suggested rates for creators and brands to consider during partnership negotiations.
The report highlights the need for brands to recognize and rectify these disparities to ensure fair compensation for all creators, regardless of skin tone or hair type.
“If you’re not paying people equally, regardless of what the situation is, it’s a form of discrimination,” Stavrou said.
“It’s our responsibility to share this data because it helps hold the industry accountable for how they can do better.”
Image credit: Kiran Gidda
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