A new report from eMarketer reveals just how much brands now pay influencers to promote their products/services per post on social media.
Influencers with 30-500K followers can anything up to $507/£405 per post on Instagram according to the study and those with over 500K followers could be pocketing a whopping $2085/£1667.67.
So what does this mean for the 16 Love Island contestants left in the villa fighting for a space in the final?
Landing a spot on Love Island is a fast way to not just get social media famous but wealthy too. There may be just one winning couple that gets the chance to take home the £50K cash but following their new found fame, it is expected that brands will flock to the contestants with partnership contracts ready. So how much should the contestants expect to earn once they leave the show?
Every follower on Instagram is now worth 0.0033p – thats 0.008p less than 2017
Based on the eMarketer study, we at Rise at Seven worked out that each follower on Instagram is now worth 0.0033p. That’s 0.008p less than what they could have earned in 2017 at 0.0041p. Follower worth is on the decline just as engagement is too. However, for the 9 Love Island contestants who already have over half a million followers on their Instagram, I don’t think they’ll be complaining. So who’s expected to earn the most?
How much the Love Island 2019 contestants could earn throughs sponsored posts on Instagram
Figures based on the potential of earning up to 0.0033p per following
Earnings per post
Molly Mae expected cash in on Instagram partnerships – up to £7,211 for every post
Molly Mae has fast become the most influential Love Islander of the season with her 2.1 million followers and counting.
It would take her just 4 instagram posts to earn what she could win by getting voted as the Love Island couple of the year. The winning couple take home £50K between them, therefore £25K each. And for Molly, she could earn this just with a handful of instagram posts.
Now boyfriend Tommy Fury follows behind with 1.8 million followers. And although we think he wont be short for cash, Tommy will have no worries cashing in on his new found fame when he gets home. He could earn £6069 per Instagram post.
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Newbies Francesca, Chris and Harley sit at the bottom of the potential earnings list and should expect to earn anything between £178 and £244 per post too.
But should brands rely on their following to work out how much to pay to partner with these now ‘celebrities’?
Why social media follower numbers are a poor metric
Most brands simply look to an influencers followers to work out whether they are worthy enough for a partnership. But with the rise of fake followers and sponsored post engagements on the decline – brand marketers are turning toward working with micro-influencers instead.
Micro-influencers are those with anywhere between 5K – 30K followers. they have a small but dedicated following, more engaged and real. This makes it more cost effective to work with them in comparison to the ‘top-tier talent’.
Sponsored post opportunities on the decline following Love Island interest slump
A recent study by Mobile Marketer shows that engagement rates for sponsored and organic posts are nearing all-time lows. The data shows that the engagement rate for sponsored posts was 2.4% in Q1 2019, down from 4% three years earlier.
During the same time periods, the engagement rate of organic posts dropped from 4.5% to 1.9%. Engagement is reportedly down across every industry category of influencer including beauty, fashion, food, lifestyle, fitness, and travel.
Not only this, but Love Island interest has also seen a slight drop in comparison to last year according to Google Trends data.
Carrie Rose, Creative Director at Rise at Seven says “Love Island 2019 has been popular but its overall interest has seen a slight drop. But the biggest concern for influencers is the decline in engagement rates as well as earning opportunity now on Instagram. In 2017 influencers could earn 0.0041p for every post shared but in just 2 years thats dropped by 0.008p to 0.0033p.
Brands are spending less as a result of seeing less return on investment therefore I think we might see a decline in the number of sponsored content and brand opportunities for this years and next Love Island contestants”.