How to Use Influence to Help Close the Gender Gap
In a lot of ways, the role of influencer comes with an inherent power. Content creators have a great deal of flexibility and creative control over their channels, and can align themselves with brands that speak to them. All these factors may make for a seemingly level playing field in terms of male and female influencers, but new data is showing that this isn’t always the case.
As in most industries, gender pay equality issues are proving prevalent in influencer marketing. According to a study from Marketing Land, 77% of influencers across the major platforms are women (or female-identifying), but they earn on average $108 USD less per post than their male counterparts. This discrepancy is at its most obvious on YouTube, where women earn 38% less than men. The injustice of this all is also often exacerbated by the perpetuation of gender stereotypes, by both influencer and agency alike.
Luckily, there are certain exceptions to these rules that are shedding light on the issue and challenging the pre-conceived norms. Whether its influencers like Laura Medalia, or “@codergirl_” highlighting women in tech industries, or Paloma Elsesser (@palomija), drawing support for the body positivity movement, more and more female influencers are proving you can have success as an influencer and still garner attention for the issues.
All in all, it seems the best way an influencer can help close the gender pay gap is by staying true to causes close to their hearts, and flexing their influencer status to do so wherever possible. There is space to be a successful influencer and a feminist too, if only you align yourself with the right team and principles.