Answering this question is difficult seeing that there really is no set amount. Let’s take Tess Barclay as an example.

Tess is a Toronto-based nano influencer (creators with under 10,000 followers) who creates lifestyle content and started earning money with a few thousand Instagram followers. Last May, she told Insider that she charges brands upwards of $154 for an in-feed Instagram post.

On the other hand, there are many nano influencers who aren’t able to make a dime from their content. I think it really depends on the individual account, their niche and what type of hold they have over a specific type of audience. While the doors have opened for many more creators on Instagram to start making a living, often they don’t start making full-time incomes immediately (although a fair number of micro influencers with under 100,000 followers work full-time as influencers). 

Having said that, the rise in popularity of nano and micro (under 100,000) influencers is due to their ability to demonstrate the power of niche and engaged communities on Instagram. This is especially poignant where fake followers and disproportional engagement have flooded the platform in recent years. Influencers can earn hundreds to thousands of dollars from these deals.

Furthermore, Meta-owned Instagram opened its multibillion-dollar wallet and paid influencers, which it announced in 2021 with a flashy $1 billion investment into content creators through last year. The platform also introduced a creator-brand marketplace for sponsorships in 2022.

When it comes to how much influencers of certain following numbers can earn it really is an individual and independent case and we recommend you research creators in your niche with your following size to learn more. Here are a few examples of creators of different niches and followings. 

29-year-old Gigi Kovach is a mother of two and a part-time influencer based in Sarasota, Florida. She boasts over 12,000 followers on Insyagram. She’ll usually pitch a rate of $500, which will include an in-feed Instagram post and 5-10 images that the brand can use for their own content, she said. For three Stories slides, Kovach will charge between $75 and $100, depending on what the brand is expecting. 

22-year-old Jour’dan Haynes started constantly posting on Instagram three years ago after seeing how popular her Snapchat stories were. Now, she has almost 6,000 followers on the platform, where she posts Reels and photos of inspirational quotes, food, and events in Washington, D.C., where she lives. After a few months, she realised that she needed a media kit for brands to take her seriously. Last July, she reached out to the essential oils company Shopanousha with her kit and landed her first paid collaboration. The brand paid her $100 to create one Instagram post about how she used the product. Now, she earns as much as $600 per post. She increased her rate earlier this year after realising she wasn’t being paid enough for all the work it took to create Instagram posts and Reels for brands: Companies were paying her $40 or $50 for content that would take her at least three hours to make.

Mary Margaret Boudreaux is a lifestyle influencer. Between March and June of last year, she didn’t make any money. By July, she was making about $600 a month. Then, in November, her profiles really took off. She reached 10,000 followers on Instagram, and thanks to the holiday season — during which brands ramp up sponsorships — she was able to earn considerably more, Boudreaux said. Partnering with brands brought in the most money. In three months, she made about $10,210 from brand deals. She now has about 20,000 followers on Instagram and about 27,000 on TikTok. She considers content creation a full time job. 

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