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How do influencers make money? : The Indicator from Planet Money We wanted to
know how many influencers are making a living from their content creation. Turns
out, not many are. On today's episode of our series on the influencer industry,
we meet a fashion influencer trying to piece together sponsorship deals ... and
hit the shops for styling advice.

For sponsor-free episodes of The Indicator from Planet Money, subscribe to
Planet Money+ via Apple Podcasts or at plus.npr.org.


THE INDICATOR FROM PLANET MONEY


NPR


THE INDICATOR FROM PLANET MONEY

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THE ECONOMICS OF THE INFLUENCER INDUSTRY

April 25, 20235:00 PM ET

By 

Darian Woods

, 

Wailin Wong

, 

Corey Bridges

, 

Kate Concannon

THE ECONOMICS OF THE INFLUENCER INDUSTRY

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Enlarge this image

The dollars and cents of being an influencer. Kaz Fantone/NPR hide caption

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Kaz Fantone/NPR


The dollars and cents of being an influencer.

Kaz Fantone/NPR

Kendall Hoyt is a fashion influencer with a vintage goth vibe. She's got 500,000
followers on TikTok, and over 100,000 on Instagram. Yet she doesn't earn enough
to quit her day job working in advertising. She lives with two roommates in New
York — also influencers.

Enlarge this image

Janet Woojeong Lee/NPR

Janet Woojeong Lee/NPR

Last year Kendall made $15,000, mostly from paid partnerships with companies —
posts on social media where she endorses a product or a company.

Ryan Hilliard, a general manager at HypeAuditor, says that Kendall's situation
is fairly typical. His company surveyed influencers and found that half don't
earn any money. It also found 95% want more sponsorship deals.

"There's kind of a magic number where it becomes, I can do this for a living,
and that's probably close to that I have a million followers," Ryan says.

He says that's less than 1% of influencers. "It's just too hard. There's too
many other people doing similar stuff."

Yet if Kendall was to land more sponsorship deals, she could earn significantly
more. Ryan's calculations suggest that she could comfortably earn $65,000 a
year, with a hundred grand a possibility.



Kendall's sort of caught in a catch-22: She has little time to work with brands
as she has a day job; if she were to quit she'd have the time, but then no
salary to fall back on.

"Do I just quit my day job and fully commit?" Kendall says. "But I did just move
to New York and rent is very expensive, so I'm not sure I feel comfortable just
quitting everything right now."

Kendall says all her spare time is focused on building her following. That means
making videos, shopping, and styling outfits.

So we at The Indicator had to see this in action. We joined Kendall on a
shopping expedition to a vintage clothes shop in Brooklyn, Beacon's Closet.
There, we gave her a challenge: Can she style Indicator co-host Darian Woods?

Here was his outfit before and after:

Enlarge this image

NPR's Darian Woods before (left) he was styled by Kendall Hoyt and after
(right). Janet Woojeong Lee/NPR hide caption

toggle caption
Janet Woojeong Lee/NPR


NPR's Darian Woods before (left) he was styled by Kendall Hoyt and after
(right).

Janet Woojeong Lee/NPR

The new outfit came to $33.90: Not too bad as a business expense ... if we can
swing some sponsors, that is.

Music by Drop Electric. Find us: Twitter / Instagram / Facebook / Newsletter.

Subscribe to our show on Apple Podcasts, Spotify, Pocket Casts and NPR One.

For sponsor-free episodes of The Indicator from Planet Money, subscribe to
Planet Money+ via Apple Podcasts or at plus.npr.org.


THE INDICATOR FROM PLANET MONEY


THE ORIGINS OF THE INFLUENCER INDUSTRY


THE INDICATOR FROM PLANET MONEY


GEN Z'S DREAM JOB IN THE INFLUENCER INDUSTRY


THE INDICATOR FROM PLANET MONEY


THE DARK SIDE OF THE INFLUENCER INDUSTRY


THE INDICATOR FROM PLANET MONEY


OUR FINAL THOUGHTS ON THE INFLUENCER INDUSTRY

 * influencers

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