Hashtag Pay Me, a business that provides rate calculators for influencer deals, today released a report that provides insight into how Instagram and TikTok creators were compensated over the past two years. And it shows that despite the buzz around TikTok, Instagram remains more lucrative, at least for the average deal.
Over the last six months of 2022, 400 U.S. creators with a variety of follower counts (split evenly between TikTok and Instagram creators) answered a 30-question survey about how they're paid. Some creators uploaded brand deal contracts to Hashtag Pay Me, allowing the company to pull data.
Hashtag Pay Me in June rolled out its first product, a free “base” calculator that puts a price on what a creator’s content is worth at minimum. Its co-founder and CEO, Cynthia Ruff, previously worked in the executive compensation pricing space for Cox. Influencers, brands and eight different agencies use the calculator to help determine compensation.
Below, the three biggest takeaways from the report.