The ethnic pay gap is a persistent issue across industries, and influencer marketing is no exception. Despite equal or even higher engagement rates, influencers with a migration background are consistently paid less than their white counterparts. Studies have shown that in the Netherlands, people with Surinamese, Antillean, Turkish, and Moroccan backgrounds earn significantly less than their peers, and this inequality extends into the creator economy.
The reality is that the influencer industry, much like traditional media, reflects broader systemic biases. Brands often fail to recognize these disparities, agencies struggle to advocate for change, and influencers themselves are left with the burden of proving their worth in an already competitive space. It’s time for a shift—one that demands transparency, accountability, and action from all sides.
Companies hold the power to set fair standards for influencer pay, yet many still operate in ways that perpetuate inequality. A major issue is the lack of transparency in influencer rates, allowing disparities to go unnoticed. Without standardized compensation structures, brands can—and do—offer lower rates to creators from underrepresented backgrounds, assuming they’ll accept less.
A 2021 report from MSL Group revealed that Black influencers in the U.S. earn 35% less than their white counterparts, even when engagement rates and follower counts are the same. This discrepancy, known as the Influencer Pay Gap, extends to many marginalized groups, including Middle Eastern, South Asian, and Latinx creators. In the UK, a 2023 study by the Influencer Pay Gap Project found that nearly 60% of non-white influencers had been offered significantly lower rates than white influencers with similar followings [source: The Guardian, 2023].
To change this, brands must commit to fair pay practices by developing clear and structured rate cards based on engagement, reach, and expertise rather than demographics. Regular audits should be conducted to review campaign payments and ensure no unjustified disparities exist. Publicly sharing pay ranges for influencer collaborations would also create much-needed accountability. If companies truly believe in diversity and inclusion, fair compensation must be part of that commitment.
Agencies and managers act as the bridge between brands and influencers, making them crucial in the fight against pay gaps. However, many agencies lack the systems to track how different demographics are being compensated, allowing pay inequalities to persist.
Managers must take an active stance in negotiating fair rates, challenging brands when necessary, and educating influencers on industry standards. By keeping track of pay trends across different racial and ethnic groups, agencies can spot and call out disparities. They should also push for transparency from brands, refusing to engage with companies that consistently underpay creators from marginalized communities. Agencies should not just be gatekeepers; they should be advocates for their talent.
A recent case that highlights this issue is the controversy surrounding Revlon’s 2022 influencer campaign, where multiple Black and Latinx influencers came forward stating they were offered half the rate of their white counterparts for the same deliverables. Following public backlash and calls for transparency, the brand was forced to release new diversity hiring guidelines and publicly commit to equal pay policies for all influencer collaborations [source: Business Insider, 2022].
For influencers, understanding their market value is one of the most powerful tools in combating pay inequality. Many brands rely on the fact that influencers don’t openly discuss their rates, making it easier to offer lower payments to certain groups. By normalizing pay transparency and discussing rates with peers, creators can better recognize when they’re being underpaid.
Negotiation is another essential skill. Instead of blindly accepting the first offer, influencers should push back with data that justifies their value. Engagement rates, audience demographics, and previous successful collaborations should all be part of the conversation. Additionally, rejecting underpaid work sets a precedent—not just for the individual creator, but for the industry as a whole. The more influencers refuse unfair rates, the harder it becomes for brands to justify pay gaps.
Addressing the ethnic pay gap in influencer marketing isn’t just about individual creators earning what they deserve — it’s about dismantling systemic inequalities that have been overlooked for too long. Fair pay should not be a privilege; it should be the standard.
It’s time for brands to be transparent, for agencies to advocate, and for influencers to demand better. Until then, the influencer industry will remain just another reflection of the larger racial and economic disparities in our society. The question is: who’s willing to change that?
1. NL Times (2019) – Ethnic pay gap statistics in the Netherlands
2. Law Society (2023) – Ethnic pay gap and systemic discrimination
3. Harvard Business Review (2021) – Why racial pay gaps persist in creative industries
4. The Guardian (2021) – Big companies delaying payments to small businesses
