Being a micro-influencer: an unsustainable activity for young people

Santiago Giraldo-Luque, Isabel Villegas-Simón, Universitat Autònoma de Barcelona
Alessandro Bernardi, Social Elephants
Cristina Fernández-Rovira, Universitat de Vic-Universitat Central de Catalunya
Project selected in the Call to support social research projects: vocational training, early school leaving and job insecurity

The earnings made by micro-influencers from their publications on social media networks are not propor-tional to the impact that they generate on their digital communities. The quest for fame and renown, for which social media networks are often used, is one of the main factors leading many young people to try to become influencers. In recent years, micro-influencers have become a key part of digital marketing, generating prestige or trust in certain products or thematic areas, and promoting them in their digital communities. The study underlying this article focuses on the social media network Instagram, on which young people spend an average of 2.5 hours per day. An influencer with a user community of between 5,000 and 100,000 followers can earn, on average, 102 euros per publication posted. But many micro-influencers are not satisfied with the income that they earn from this activity. The time that they invest in creating contents and feeding and managing their communities, as well as the fact that their capacity for adding value to brands is underestimated, are some of the reasons behind their discontent.
Key points
  • 1
       Some 62.2% of the micro-influencers who participated in the study feel unsatisfied with the pay that they receive in relation to the time that they devote to producing contents for their profiles.
  • 2
       Micro-influencers devote, on average, 45 hours per month to their Instagram profile, and they invest three hours in creating a publication. Per publication, they receive 102 euros on average, although not all of them earn money for their posts.
  • 3
       It can take each of them up to eight years to consolidate their own profile on Instagram as a micro-influencer and thus be able to generate income for the publications that they post on this social media network.
  • 4
       Micro-influencers guarantee a better conversion into sales for advertising campaigns and they have a major capacity for building bonds between brands and their followers. The added value of their activity is the engagement that they generate with their community, an essential element in the digital advertising market, as it enables the interaction between influencers and users to be evaluated.
How much does a micro-influencer earn for a publication on Instagram?
How much does a micro-influencer earn for a publication on Instagram?

Classification

Authors

Santiago Giraldo-Luque, Isabel Villegas-Simón , Universitat Autònoma de Barcelona
Alessandro Bernardi , Social Elephants
Cristina Fernández-Rovira , Universitat de Vic-Universitat Central de Catalunya

Tags

Subject areas

Related content

Article

Gambling addiction in adolescence: betting, technologies and drug use

According to this study, the most popular form of gambling among teenagers is sports betting, and there is a higher level of online gambling addiction among boys.

Article

From Moderate to Hyperconnected Users: Six Smartphone Use Profiles and Their Impact on Personal Well-being

What use are young Spaniards making of mobile phones? This study indicates that 19% are hyperconnected, showing difficulties in controlling the use of this technology.

Report

Analysis of social needs of youth

A lack of professional opportunities and labour precarity mean that young people are very vulnerable to economic crises. What were the circumstances of this group prior to covid-19?

Article

Applicants and awardees of the ”la Caixa” Grants programme: who are they?

The “la Caixa” Banking Foundation grants programme, which funds postgraduate studies, has a major impact on the careers of its beneficiaries. Who applies for these grants and what factors determine to whom they are awarded?

Article

Why are young people unable to access home ownership?

Employment precarity is an obstacle to accessing home ownership for young people. Rental, which is more expensive, or family solidarity are the main alternatives for setting up a home.

You may also find interesting

Infodata

Disproportionate housing costs

Disproportionate housing costs

Social Inclusion

Some 30.4% of people of foreign origin live in households in which their housing costs exceed 40% of their disposable income.

Report

Long-life societies confronting the challenge of long-term care

Long-life societies confronting the challenge of long-term care

Social Inclusion

What does long-term care represent for societies with increasing life expectancy? We analyse the research that exists on this issue.

Infodata

Employment rates of the population (aged 24 to 64)

Employment rates of the population (aged 24 to 64)

Social Inclusion

Does being an immigrant influence employability? Judging by the data, yes, and prominently: in 2018, the occupation rate of the foreign population in Spain with higher education was 9.2 points below that of the native population.