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DOING IT FOR THE GIRLS – HOW FEMALE INFLUENCERS ARE REVERSING THE GENDER PAY GAP

Two weeks ago the BBC, rather controversially, released the annual salaries for its TV and radio talent earning more than £150,000 per annum. And the country hasn’t stopped talking about it since. The report revealed a staggering difference between its highest paid male, Chris Evans who earns up to £2.2 million and its highest paid female, Claudia Winkleman, who can take home up to £499,000. The report also found that there are 25 men on the list receiving more than £250,000 compared to just nine women.

Influencer Logo While it rings true that there are many industries in the UK, such as broadcasting, which see men take home a significantly larger pay packet than their female counterparts, one industry bucking that trend is none other than the world of social media influencers.

Becoming a social media influencer is now a valid and highly respected career path with both females and men alike able to generate and control their own income and essentially be their own boss.

Social media influencers generate their income in a variety of ways including vlogging, blogging and brand collaboration activities. Despite being a career which attracts both men and women, a recent study* has found that because female influencers are in higher demand they are leaps and bounds ahead in terms of earning power earning a whopping 35 percent more than men for the same activities.

The study found that females with 100,000 followers have the potential to earn £41,000 through sponsored posts in an average week. While their male counterparts are looking at an earning of £31,000.

Influencer Champions is an agency which pairs brands with social media stars, and Amelia Neate, the company’s Senior Manager, commented on the findings, “This difference is arguably down to the growing interest in beauty, fashion, lifestyle and fitness which largely attracts female audiences, and many female viewers seek likeminded females to get tips from – enter the female influencers. This is where the likes of Niomi Smart and Zoella generate high levels of engagement on their channels. At Influencer Champions, we manage some fantastic female influencers and we are thrilled to hear that these women are turning the gender pay gap on its head.”

The top 10 female influencers doing it for the girls include…

#1        Zoella – YouTube following = 11,892,049

#2        Tanya Burr – YouTube following = 3,688,201

#3        LDShadow Lady – YouTube following = 3,225,377

#4        Louise Pentland – YouTube following = 2,592,341

#5        Roxxsaurus – YouTube following = 2,215,118

#6        Marina Joyce – YouTube following = 2,150,016

#7        Samantha Maria – YouTube following = 1,826,421

#8        Niomi Smart – YouTube following = 1,708,413

#9        Emma Blackery – YouTube following = 1,363,378

#10      Estee Lalonde – YouTube following = 1,198,325

Although it has since come to light that it won’t be until 2041 until women notice the pay gap closing, becoming a social media influencer is the perfect career for females looking to stand up to the issue of the gender pay gap.