How Much Do Influencers Really Make? (2025 Edition)

The role of the influencer is expanding in the modern marketing world. Unique content creators with huge reach are becoming a go-to pillar of marketing strategies the world over. More and more people want to become one.

However, you’ve probably found yourself asking, “how much do influencers make?” The first thing you’ll notice is that it’s very hard to find an “influencer salary” online. That’s because there’s no such thing: influencer pay varies a lot.

However, there are still some handy benchmarks and examples we can use to give you an overall picture of influencer income. If you’re dreaming of becoming the next big thing, you’re going to want to listen up.

In this guide, we’re going to explain how much influencers can make on various platforms and dive into how influencer pay is calculated - as well as some hidden costs you might not have thought about!

Why Everyone’s Talking About Influencer Income

Big-name influencers are a staple of online life in 2025. Even the most casual users recognize many, and more and more people are viewing “influencerism” as a viable career opportunity. In fact, some reports say that as much as 57% of Gen Z wants to be an influencer!

Why? Influencers have what many would call “dream jobs”, even though there’s a lot of work that goes on behind the scenes. Plus, the earning potential is theoretically limitless. Top creators are earning big bucks - and that’s an understatement. YouTube superstar MrBeast has reportedly earned around $85m!

It’s no wonder, then, that influencer income is a topic of massive debate.

What Influencers Earn (By Platform)

What influencers can earn varies massively based on factors like reach and platform. There’s no “set” social media influencer salary. However, we can give you a rough idea how much influencers of different sizes can make, on average, across the main social media platforms:

Instagram: Stories, Reels, and Sponsored Posts

Instagram is the home of the influencer. Earning potential is high, but it depends on the kind of post and the level of fame. The normal range looks like this for different post types:

• Stories - a well-timed Instagram Story can go a long way. However, it still doesn’t have the same impression potential as a Reel, so rates are generally lower. Most influencers make between $50 (micro influencers) to $1,250 (bigger influencers).
• Reels - Reels are the holy grail of Instagram engagement, so fees are generally higher. Nano influencers might make as little as $100, but big stars can make over $7,000 per Reel!

These are normal ranges. Outliers exist. Mega influencers can make inordinate sums: mega influencer Alix Earle reportedly makes $450,000 for a single Story!

YouTube: Ad Revenue vs. Brand Deals

As with many influencer platforms, there are essentially two ways to make money on YouTube: ad revenue and brand deals (or sponsored content). Let’s break it down:

• Ad revenue - around $2–$25 per 1,000 views (CPM), with creators keeping around 55%.
• Sponsored content - brand deals aren’t always public, so it’s hard to say how much companies are willing to pay influencers to promote their product/service. However, here are some approximate ranges:
   
• Nano - $25 - $250
• Mid - $5,000 - $10,000
• Mega - $20,000+

Some YouTube creators are making much more. A YouTube channel with around 4 million subscribers could, in theory, make $20K - $50K per month in ad revenue alone.

TikTok: Viral Fame vs. Real Money

TikTok is unique in that it directly pays popular creators via its Creator Fund and Creator Rewards Program. This can offer $0.40 - $1.00 per 1,000 views. A single live stream could, in theory, bring in thousands of dollars.

However, these programs aren’t the only way to make money on TikTok. As always, sponsorship deals are the main income for many influencers. Just like on other platforms, how much creators get paid through brand deals varies. Here are some averages per post:

• Nano - $5 - $25
• Micro - $25 - $125
• Mid - $125 - $1,200
• Macro - $1,200 - $2,500
• Mega - $2,500+

Twitter/X, Threads, and LinkedIn

There’s still money to be made even on less visual platforms. Text-based social media platforms like X and LinkedIn can still reach huge numbers of people in niche markets.

• Twitter/X - sponsored tweets can bring in about $10 - $10,000+ per tweet, depending on the size of the audience.
• LinkedIn - sponsored content on LinkedIn, especially B2B content, can make an influencer $500 - $5,000+ per post.

Podcasting and Livestreaming Platforms

Streaming and podcasting platforms are growing increasingly popular. Large audiences and steady views can make them an excellent place to advertise, so brands are willing to pay big money to certain stars.

Let’s take a look at some different platforms:

• Twitch - Twitch influencers can make as much as $12.50 per sub, and ad revenue averages about $3.50 per 1,000 views. Twitch mega star Pokimane reportedly makes around $15,000 - $20,000 per month on the platform.
• Kick - it’s unclear exactly how much Kick pays, but a few influencers have revealed certain approximates. Adin Ross, for instance, suggested a creator with around 1,000 concurrent viewers could earn around $100/hour.
• Podcasts - there’s no specific podcasting platform as they tend to spread between YouTube, Spotify, and other platforms. However, influencers using a Patreon model often yield about $7 per paying subscriber/month.

Blogs, Newsletters, and Niche Websites

How much a blog influencer can make per post depends very much on the size of their audience and the platform they use. However, sponsored posts can make the creator anything from $50 to $15,000+ in the right circumstances.

How Influencer Pay is Calculated

You’ve probably noticed that we’ve used the word “depends” a lot so far. That’s because influencer income is highly variable. So how exactly do platforms and brands come up with these figures?

Follower Count Is Just the Tip of the Iceberg

You might assume that follower count dictates value. The more followers, the more an influencer can make. However, that’s not entirely true. Brands care more about influence quality than raw numbers. A creator with 25,000 highly engaged followers may command more than someone with 250,000 passive ones.

• Nano influencers - influencers with fewer than 10K followers often actually outperform larger accounts in terms of ROI. That’s because their audiences may feel they trust them more.
• Mega influencers - major celebs might charge six figures for a single campaign. However, their audiences might not engage so much with the content.

Engagement Rate, Niche, and Audience Demographics

Beyond follower counts, engagement rates are what really matter. Likes, comments, shares, and click-throughs are what really predict campaign success, not views.

Here are a few engagement rate benchmarks to follow:

• Instagram - average engagement rates are only around 1%. Anything over this is considered very good.
• TikTok - average ER is higher, at 2.5%.
• YouTube - anything over 3.5% is considered very good.

It’s worth noting that certain niches pay much higher than others. For example, finance and tech, as well as B2B, tends to have a higher CPM than lifestyle or entertainment, meaning earnings can increase.

Platform Algorithms and Monetization Tools

Platform rules play a huge part in how much influencers can earn. Contrary to popular belief, most platforms don’t directly pay creators; rather creators make money through ads and sponsors.

However, each platform has its own approach to making sure influencers get paid:

• TikTok - the Creator Reward Program aims to provide a relatively stable $0.40 - $1.00 per 1,000 views. However, the algorithm can easily propel a small account to millions of views overnight, even though that doesn’t necessarily translate to income.
• YouTube - the video giant leans on ad revenue rather than direct payouts. AdSense offers up to 55% of ad revenue to creators.
• Instagram - monetization here is less standardized. Creators generally rely on brand deals rather than ad pay or earnings from the platform itself.

Types of Brand Collaborations (From Gifting to 6-Figure Deals)

Brand partnerships are clearly a huge part of influencer income. However, this doesn’t always mean an upfront cash payout like you might imagine. There’s actually a lot of variety in terms of how collaborations work:

• Gifting - brands might send an influencer free products with no payment obligations in the hopes of coverage.
• Affiliate marketing deals - this is where influencers earn a percentage of each sale via tracking links or codes.
• Flat-fee sponsorships - this is perhaps the most common form of influencer pay. A company gives the creator a flat, pre-agreed fee to promote a product or service.
• Ambassadorships - an influencer might team up with a brand to become a long-term advocate. In which case, they’ll likely be on a multi-month retainer.
• Integrated partnerships - many influencers, particularly mega ones, might co-create products (like makeup lines) or take equity stakes.

How Usage Rights and Licensing Affect Rates

Any would-be influencer should understand the complex world of usage rights. These determine where, when, and how content can actually be used - and affect how much you can make.

• Standard post - covers only the creator’s own channel.
• Extended usage rights - this might allow a brand to repurpose a creator’s content for their own channels (which can increase the fee dramatically).
• Whitelisting/dark posting - when brands run ads through the influencer’s handle, which can significantly boost visibility (and therefore rates).
• Full buyouts - some companies purchase perpetual rights, often for 3–5x the cost of a one-off sponsored post.

What Top Influencers Make (And Who’s Really Winning)

Ever wondered what the crème de la crème of the influencer world is really making? Here are some figures you’ll find interesting:

Micro vs. Macro vs. Mega Influencers

It’s important to understand the different influencer categories, which are usually based on follower counts.

• Micro influencers (1,000 - 10,000 followers) - $200 - $1,000 per post.
• Macro influencers (100,000 - 1,000,000 followers) - $1,000 - $5,000 per post.
• Mega influencers (1,000,000+ followers) - $5,000 - $25,000 per post.

Examples of High-Earning Creators (With Estimated Figures)

Top influencers rarely tell the world exactly what they’re earning. However, research can give us some accurate estimates.

Here are some examples of particularly high-earning creators across platforms and niches:

• Dhar Mann - 137m total followers lapping up Mann’s family-friendly YouTube videos bring in around $56m.
• Alex Cooper - popular podcaster and deal-maker Alex Cooper has reportedly raked in around $15m.
• Charli D’Amelio - TikTok star D’Amelio has an impressive 216m total followers and she makes roughly $23.5m.
• Rhett & Link - Good Mythical Morning duo Rhett & Link have diversified beyond YouTube well and reportedly earn around £36m.
• Mark Rober - nearly 80m people watch Rober’s science-based YouTube experiment videos. He makes about $25m.
• Steven Bartlett - a one-time side-hustle podcast, The Diary of A CEO, has gone on to make Bartlett around $29m.
• Dani Austen - simply by documenting her experiences as a mother (and making a few brand deals in the process), Austen has supposedly made around $13.6m.

Creators Earning from Multiple Streams (Courses, Products, Subscriptions)

Being an influencer doesn’t have to mean influencing on a single platform. In fact, it’s a good idea to diversify income streams as much as possible without spreading yourself too thin.

Here are some examples of big creators who’ve maximized their earnings by developing multiple streams:

• Ali Abdaal - Abdaal started out as a doctor before pivoting to become a productivity educator. YouTube was his launchpad. However, he’s gone on to earn lots of money through other streams, like:
  • Ad revenue
  • Affiliate links
  • Sponsorships
  • Online courses
  • Coaching
  • Newsletter monetization
• Rebecca Beach - Beach is a developer who made the smart decision to sell AI-assisted digital products as a side-gig. Aside from her main income selling custom GPT tools, she also earns on:
  • Printable workbooks
  • Journals
  • eBooks
• Marques Brownlee - Browless started off as a tech reviewer, but is now considered an all-round media entrepreneur. He earns though streams like:
  • YouTube ads
  • Sponsorships
  • Affiliate links
  • Merchandise
  • Podcasting

Who’s Making More: Niche Experts or Viral Stars?

Not all influencers are the same. There’s a big difference between overnight stars who go famous for a viral clip and a niche expert with a diehard following. However, both can earn big money.

• Viral stars - big-name TikTokers and YouTubers can earn huge amounts of money in a very short space of time through sudden, high-paying sponsorships - even up to $500K for a single campaign if they’re trending. However, this kind of income can be unstable.
• Niche experts - smaller influencers may make less overnight, but they can rely on more stable, long-term gains if they’re smart. Even with 10k - 50k followers, a niche expert can earn six figures annually if they package expertise into products.

Note that creators are increasingly blending the two models. A creator may go viral fast, then use that as a launchpad to niche down into products, courses, or subscription communities for stable revenue.

Real Income Benchmarks by Follower Count

These represent solid figures for influencers of different sizes across platforms:

Under 10K Followers: What’s Possible

Influencers with fewer than 10k followers are called nano influencers. Here, you might not expect huge sponsorship deals,

• Rates - $25 - $200 per post, or a few hundred dollars per month if active with multiple brands.

For example, a food blogger with 7,000 followers might earn $100 for an Instagram story set or free meal kits in exchange for reviews.

10K–50K: Where Brands Start to Pay Attention

Here, we’re entering the micro-influencer arena. Micro influencers have enough reach to pique brands’ interest, but not enough to command extremely high prices. This makes them ideal territory for the vast majority of brands.

Rates - $100 - $500 per post, or as much as $2,500 for a sponsored integration on a platform like YouTube.

Micro influencers who work consistently and pursue good deals can make around $1,000 - $5,000 per month.

50K–250K: From $500 Posts to $10K Campaigns

Mid-tier influencers can start to land multi-post campaigns and ambassadorships as brands want to market to their very large audiences. This is usually where extra streams like affiliate deals and Patreon memberships start to pay off, too (which can double income).

• Rates - around $500 - $5,000 for a post, or as much as $5,000 to $10,000 for a full sponsorship.

It depends on niche and brand interest, but mid-tier influencers can often make around $5,000 to $15,000 per month.

500K+ and Up: Full-Time Influencer Territory

Influencers with follower numbers over 500k can often go full-time. This, after all, is where high-level deals open up. Some are even able to expand into their own businesses!

• Rates - $10k to $50k per post, upwards of $20k for a sponsored YouTube integration. Plus, ad revenue might reach tens of thousands of dollars per month (depending on views).

Many influencers at this level are easily clearing six figures to several million per year.

Income Breakdown by Industry and Niche

It’s not just your follower count that matters, but your niche, too. Some industries have higher CPMs and conversion rates than others. An influencer with more followers in a broad niche like entertainment might actually make less than one with fewer followers in a focused niche like B2B fintech.

Beauty and Fashion

Beauty and fashion content is extremely popular on visual platforms like Instagram and TikTok. Influencers can easily demonstrate products in a series of Reels or Stories and draw in thousands of fans.

• Post - $500 - $10,000
• Tutorials - $10 - $50 CPM
• Brand deals - $5,000 - $100k+

Fitness and Wellness

This niche is characterized by loyal communities and great product variety, including apps, supplements, and gear.

• Reels - $200 - $5,000+
• Tutorials - $10 - $20 CPM

Finance and Crypto

Smaller audiences, but high-value deals targeting audiences with disposable income. Brands pay a big premium for trust in this industry.

• YouTube CPMs - $25 - $75 per 1,000 views
• Sponsorships - $2,000 - $5,000 per integration

Travel and Lifestyle

A broad industry, but one that a huge percentage of the population loves. Generally characterized by aspirational content that pairs well with tourism boards and airlines.

• Posts - $300 - $5,000
• Sponsored trips - $2,000 - $20,000 (often including expenses)

Tech, Gaming, and Gadgets

Gaming is one of the biggest subcultures on the planet. Big Twitch gamers, for instance, can easily pull in millions of views. Plus, tech products often have clear purchase intent.

• Tech reviews - $15 - $30 CPM
• Twitch - $2.50 - $12.50 per sub, $5k - $50k sponsorships for bigger streamers

Parenting, Pets, and Everyday Life

Everyone loves relatable, everyday content. It consistently rakes in millions of views, and being family-friendly makes it attractive for brands.

• Posts - $100 - $1,500
• Vlogs - $5 - $15 CPM

Hidden Costs of Being an Influencer

There’s more to being an influencer than posting Stories. There’s plenty of work that goes on behind the scenes - and even many costs, too:

Taxes, Fees, and Hiring a Team

Creators are usually self-employed, which means they have to pay both income tax plus self-employment tax (including for Social Security and Medicare in the U.S.) If influencers forget to set this cash aside, they can come up against a nasty surprise in tax season.

Likewise, many platforms (excluding social media platforms but including Patreon and Substack) take a cut of revenue (often up to 15%).

If your influencer career is growing, you may also find you need to hire extra help or even a whole team. This could set you back hundreds, even thousands, a month.

Equipment, Tools, and Platform Subscriptions

For starters, there’s hardware to buy. That includes:

• Cameras
• Lighting
• Mics
• Editing rigs

A decent setup can easily cost several thousand dollars. Some high-level streamers spend well over $10k on this hardware alone.

Then, there are subscriptions for platforms and software. Consider editing tools (Adobe, Final Cut), scheduling platforms, analytics dashboards, and music licensing. These essentials could cost a few hundred dollars a month on top.

Time Spent vs. Time Paid For

Only a fraction of influencer work is sponsored. Top influencers spend many hours planning, scripting, filming, editing, engaging with comments, and pitching brands. This can still work out well if you’re a big name fetching a big price, but if you’re a nano influencer just trying to make a little extra money, it can work out as a very low wage per hour.

A creator may spend 20 - 40 hours per week building content but only monetize 1 - 2 posts that month, too.

How Influencers Are Diversifying Their Income

It’s a good idea to expand beyond your “native” platform if you want to grow your brand and make long-term earnings. Luckily, there are many options beyond simply expanding into other platforms.

Here are some ideas with high earning potential:

Selling Digital Products and Courses

Digital products include essentials like:

• eBooks
• Guides
• Templates
• Presets
• Workbooks
• Video courses
• Cohort-based programs

These work because they scale infinitely. No inventory, no shipping. Simply create a killer product and market it to your audience - just make sure it’s packed with valuable information!

Launching Brands and Startups

If you have a particularly engaged audience and the cash to make it work, you might want to think about cutting out the middleman (sponsors) and selling directly.

Some notable examples of influencers who have done this with great success are:

• Emma Chamberlain with Chamberlain Coffee

• MrBeast with Feastables
• Huda Kattan with Huda Beauty

Of course, this involves risk, but the potential rewards are huge.

Subscription Models (Patreon, OnlyFans, Fanhouse, etc.)

Direct-to-fan support is becoming increasingly popular. It provides a direct link to your audience and stable recurring revenue that doesn’t depend on brand deals.

Platforms like Patreon and Substack offer monthly memberships. With just, say, 1,000 fans paying $10/mo, you could net $10,000/mo in predictable income!

Affiliate Marketing and Revenue Share Models

Affiliate marketing is always in demand, especially for influencers with engaged audiences. The idea here is that the creator earns a commission every time a follower buys through a link. Examples include:

• Amazon Associates
• LIKEtoKNOW.it
• ShareASale

Commissions are often below 10% but can go up to 50% on certain digital products or subscriptions!

Common Myths About Influencer Income

There’s a lot of chatter online about the reality of influencing as a job. However, not all of it is accurate. Let’s put to bed a few common myths about how influencers really make money:

• “You need millions of followers to earn well” - many nano and micro influencers with fewer than 10k followers have found ways to monetize their content by partnering with the right brands. It’s all about content quality.
• “Going viral is the best way to make money online” - going viral can help to increase visibility, but it certainly doesn’t always translate to earnings, especially if controversy is involved. It’s perfectly possible to build a loyal fanbase without seeking viral attention.
• “Take every brand deal you can” - not all brand deals are worth taking. You may be tempted to take any offer that comes along, but you should always do research into the brand itself and consider whether your audience can really benefit from it.

Final Thoughts

There’s endless earning potential for would-be influencers online. Top stars can bring in several million dollars a month, but even smaller influencers with 10k to 100k followers can make a stable income.

Influencer income doesn’t just come through making killer content. In most cases, most earnings come from a mixture of ad revenue, brand deals, subscriptions, affiliate marketing, and selling products, usually across multiple platforms.

The most important thing to remember if you want to make money as an influencer is that quality is paramount. Without high-quality content, you won’t get followers, let alone brand deals. Businesses want to partner with content creators they like and can count on.