How much does an influencer earn for a single Instagram post? Companies are investing 100 million euros in campaigns this year
The influencer profession is becoming increasingly lucrative as companies are eager to promote their products through them.
This year alone, estimates show that companies will invest 100 million euros in online campaigns, five times more than four years ago, according to a market research study conducted by HypeAuditor and MOCAPP.
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For a single post, well-known influencers can earn thousands of euros.
At just 21 years old, Vlad, known as Jucky on social media, has amassed 300,000 followers on Instagram and TikTok.
He started posting online three years ago as a hobby, and recently signed a contract with a management agency, saying that he now supports himself solely through collaborations with companies.
Vlad Jucan, infuencer: "There are many more opportunities now compared to three years ago when I started. The figures fluctuate. They can range from a few hundred euros to a few thousand euros".
Reporter: For a single post?
Vlad Jucan, infuencer: "Yes. Most of the brands I work with are in fashion, as well as in skincare and facial care".
Monica, 38, began posting on Instagram nine years ago. Contracts only started coming in two years ago and are increasing. She now combines her work as a translator, influencer and mother.
Monica Meșter, influencer: "I’ve involved her as well. We have collaborations for dresses, for toys, she enjoys it; I think she’ll become even more successful than me. Once you advertise a product, competitors notice you and eventually propose a campaign. I believe there are 2-3-4 times more opportunities now. I’m not the type to promote just anything. I select what I promote".
Because they have high visibility online, more and more companies choose to promote their products with the help of influencers.
Budgets have skyrocketed
If in 2020 the market was estimated at around 20 million euros, the figures have since increased fivefold, and this year it is estimated that influencers will receive around 100 million euros to promote products and services.
The number of influencers has also increased nearly fivefold in recent years, with many micro and nano-influencers emerging who have fewer followers, but who are effective due to their loyal audience.
As of June 2024, there were approximately 48,000 active Romanian influencers, each with at least one paid campaign per month. Most of them are from Generation Z, born after 1997.
The main companies investing in this type of marketing are those in fashion, beauty and makeup, finance, and technology.
