How much do influencers make?

It’s a question that sparks curiosity among marketers, brands, and content creators alike. Whether you’re thinking of becoming an influencer yourself, hiring one for a campaign, or just wondering how much money can really be made from posting on social media, this post is for you.

I originally wrote about this topic years ago, back when Instagram was the dominant platform for influencer marketing. Fast forward to 2025, and the landscape has changed dramatically. Now, influencers are making money on TikTok, YouTube, Twitch, LinkedIn, and even Pinterest—often with entirely different monetization models, engagement expectations, and earning potential depending on the platform and their niche.

In this post, I’m going to break down how much influencers really make across different follower tiers and social media platforms, from nano-influencers to social media megastars, based on my own experience as an influencer as well as research on data that has been made public. I’ll also share insights from the brand side, based on my experience advising companies on influencer strategy and ROI, and give creators a roadmap for building multiple income streams—not just relying on sponsored posts.

So if you’re curious about the current state of influencer income—or you’re trying to better understand how the influencer economy works in 2025—keep reading.

Influencer Income in 2025 At a Glance

Before diving into the nuances of how influencers make money, let’s start with a snapshot of average income ranges based on follower count.

While these numbers are the generalized ones I used in my book The Age of Influence, they give you a useful benchmark for what influencers can typically charge per post. Keep in mind that actual earnings vary based on engagement rates, niche, content quality, platform, and the influencer’s ability to negotiate.

These rates may seem impressive (or surprisingly modest, depending on your expectations), but they only tell part of the story. Influencers today don’t just earn from brand partnerships—they diversify their income with affiliate marketing, digital products, subscriptions, speaking gigs, and more. In the next sections, we’ll explore those revenue streams in depth, as well as what factors drive higher rates, regardless of follower count.

It’s also important to note that the lower the follower count, the more influencers that exist. One influencer platform shows the average rate of their 38,000+ influencers of being $221, but the largest number of influencers charge less than $50 per post:

That being said, influencer marketing as an industry continues to grow, as shown below. The growth rate from 2024 to 2025 was anWhat this means is that there is more money going to more content creators and influencers, so you are never too late to get into the influencer game:

Platform-by-Platform Earnings Breakdown

The truth is, influencer income varies not only by audience size and engagement but also by the platform they create on. Some platforms lend themselves to long-form, high-production-value content that commands higher rates (like YouTube), while others are built for quick, viral reach with lower payouts per post (like TikTok). That’s why it’s important to look at influencer income platform by platform—each one has its own economy.

Let’s break it down:

Instagram

Instagram remains one of the top platforms for influencer marketing. With a mix of visual storytelling and personal branding, it’s ideal for sponsored content and brand partnerships.

Average earnings per post in 2025:

• Nano (1K–10K followers): $10–$100
• Micro (10K–100K): $100–$1,000
• Macro (100K–1M): $1,000–$10,000
• Mega (1M+): $10,000+

Add-on earnings from Stories, Reels, and subscription features (like exclusive content for paying followers) can further increase income—especially for those actively engaging their community.

Best for: Lifestyle, beauty, fashion, travel, food, wellness niches

Further Reading: What is an Instagram Influencer and How to Work With Them

YouTube

If you’re comfortable on camera and have the stamina for long-form content, YouTube offers one of the most robust monetization ecosystems. Between ad revenue, sponsored videos, affiliate links, channel memberships, and even YouTube Shopping, creators here are building real businesses.

Typical earnings on YouTube:

• Ad revenue average: $2–$10 per 1,000 views (CPM varies by niche) with creators keeping 55% of the revenue
• Sponsorships: $500–$20,000+ per video depending on channel size with rates typically being $10 to $30 per 1,000 views for sponsored content
• Affiliate income: Commission rates vary widely by affiliate program from 5% to 50%

Best for: Education, tech, finance, fitness, personal development, and niche “how-to” content

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Check out YouTube’s excellent YouTube Partners Earning Overview page for more details.

TikTok

TikTok is the king of virality—and that can lead to rapid follower growth and major brand exposure. In addition to Creator Rewards Program (which replaced the TikTok Creator Fund) payouts, influencers rely on sponsored content, affiliate marketing, and live gifts to monetize.

Average TikTok earnings:

• Creator Rewards Program: For those that qualify, the earnings can be as much as $4 to $8 per 1,000 views
• Sponsored videos:
  • Nano: $5-$50
  • Micro: $50–$1,200
  • Macro+: $5,000–$10,000+
• TikTok Live (Gifts): Varies by audience activity

Best for: Entertainment, comedy, fashion, dance, Gen Z content, quick tutorials

Further Reading:: How to Become a TikTok Influencer in 2025

Twitch

Twitch is primarily a live-streaming platform, dominated by the gaming world but increasingly used for music, lifestyle, and education.

Primary monetization:

• Subscriptions: Viewers pay $4.99/month or more with streamers keeping 50% of the revenue
• Bits (micro-donations): $0.01 per bit cheered
• Brand sponsorships & product placements
• Affiliate marketing or donations through third-party tools

On average, typical streamers can make $250–$3,000/month or more from combined revenue streams.

Best for: Gaming, tech, music, behind-the-scenes/real-time interaction content

LinkedIn

It might surprise you, but LinkedIn has emerged as a powerhouse for B2B influencers—especially in niches like marketing, entrepreneurship, personal development, and SaaS.

LinkedIn creators monetize through:

• Brand partnerships (especially for software or service tools)
• Paid webinars or workshops
• Consulting and coaching
• Affiliate or referral commissions for B2B products

Sponsored posts on LinkedIn are typically in the $200–$2,000 range depending on reach, engagement, and industry influence.

Best for: B2B professionals, consultants, coaches, creators in marketing, tech, HR, and leadership

Pinterest

Pinterest is a strong passive-income platform, especially for those promoting products, blog posts, or affiliate links. While not known for direct sponsorships at scale, it’s great for driving traffic to monetized content.

Ways Pinterest creators earn:

• Affiliate links (with custom product tagging)
• Pinterest Creator Rewards (limited, invite-only)
• Course and product promotion via pins
• Blog traffic monetization through ads

Ideal for bloggers, DIY, home decor, fashion, and food influencers who want to build evergreen traffic to monetized sites.

Facebook

Facebook still offers monetization opportunities, particularly for creators using Reels, Facebook Groups, and Pages with active communities.

Revenue options include:

• Reels Play Bonus Program
• Ad revenue sharing on in-stream videos
• Fan subscriptions ($4.99/month)
• Stars (micro-donations during Lives)

Earnings potential is decent if you’ve already built an engaged following here, but for new creators, Facebook is more of a complementary platform than a standalone income engine.

Final Thoughts on Platform Earnings

There’s no “best” platform—just the best platform for you, your content style, and your target audience.

• Love teaching and longer videos? Focus on YouTube.
• Great at quick, engaging visuals? Double down on TikTok or Reels.
• Want to build professional authority? Don’t ignore LinkedIn.
• Looking for traffic to affiliate content? Pinterest may be your secret weapon.

As I always advise my clients: you don’t need to be everywhere, but you do need to be strategic. Focus on one or two platforms that best align with your voice and content strengths, then build diversified income streams within those ecosystems.

Further Reading: Influencer Rate Card: The Definitive Guide on How to Create Your Own

The 9 Income Streams of Successful Influencers

While most people assume influencers make money solely from sponsored posts, the reality is that top creators build multiple revenue streams to ensure a sustainable business model. In fact, as someone who has advised influencers and brands alike, I’ve seen firsthand that diversification is not just smart—it’s essential.

Let’s take a closer look at the nine income streams that today’s successful influencers are leveraging.

1. Sponsored Posts

Sponsored content remains the most visible and well-known way influencers earn. These are paid collaborations with brands to promote a product or service—typically through posts, Stories, Reels, or videos on social media. Rates vary based on audience size, engagement rate, content quality, and platform. But what separates the pros from the hobbyists is consistency and alignment—working with brands that authentically fit their niche and audience.

Influencers who are selective about who they partner with and how they communicate those partnerships often see stronger results, both in terms of income and follower loyalty.

2. Affiliate Marketing

Affiliate marketing allows influencers to earn a commission when someone makes a purchase through their unique referral link or code. This stream is performance-based: the more trust you’ve built with your audience, the more likely they are to buy based on your recommendation.

Affiliate marketing is especially powerful for influencers with blogs, newsletters, or YouTube channels—any platform where content has a longer shelf life. Over time, this can lead to passive income, especially when paired with evergreen content.

3. Selling Digital Products

Influencers who have built authority in a particular niche often create digital products like ebooks, courses, templates, presets, or paid newsletters. These products allow influencers to monetize their expertise rather than just their reach.

Whether it’s a course on content strategy, a photography preset pack, or a fitness guide, digital products can scale with minimal overhead. They’re also ideal for influencers looking to build a long-term brand beyond the platforms they post on.

4. Subscriptions and Memberships

Platforms like Patreon, Instagram Subscriptions, and YouTube Channel Memberships now allow influencers to offer exclusive content to paying subscribers. This could include behind-the-scenes access, member-only Q&A sessions, private communities, or early access to content.

The advantage here is recurring revenue. Even a small group of loyal fans can provide a consistent monthly income stream—and it often comes with a deeper level of connection and trust.

5. Physical Product Lines or Merchandise

From apparel and beauty products to custom planners or coffee blends, many influencers eventually launch their own branded products. This is particularly common for creators who have a strong brand identity and a loyal, engaged audience.

While launching a physical product requires more investment, the upside is brand ownership. Instead of promoting someone else’s product, the influencer becomes the brand, keeping a larger portion of the profit and building equity in something they fully control.

6. Paid Appearances and Events

Influencers with strong personal brands often get paid to appear at events, host workshops, or speak on panels. In some cases, brands will also hire influencers to create experiential marketing content at live activations.

Whether it’s a fitness influencer leading a class, a fashion influencer hosting a boutique pop-up, or a business influencer keynoting a conference, these offline opportunities often come with higher payment and elevated brand visibility.

7. Ad Revenue

Video-first creators, particularly on YouTube, can earn income directly from ad views. YouTube’s Partner Program shares ad revenue with creators, making it one of the most predictable income streams—especially if you consistently publish engaging content that attracts views over time.

Some creators also earn through Facebook Reels bonuses, TikTok Creator Rewards Program payouts, or live-stream monetization features like gifts and stars. While individual payouts may seem small at first, they can grow significantly with scale.

8. Consulting and Coaching

Influencers with specialized knowledge in content creation, branding, marketing, or business often monetize their expertise by offering consulting or coaching services. Whether it’s teaching other creators how to grow their platforms or advising brands on influencer strategy, this stream taps into the thought leadership side of influencer marketing.

This income stream also allows for premium pricing, especially when paired with social proof or niche authority.

9. Content Licensing or Creative Work

Influencers who are strong photographers, videographers, designers, or writers can license their content to brands, media outlets, or stock platforms. Some even sell prints, templates, or digital designs.

Others may license short-form content for ad use or participate in user-generated content (UGC) campaigns where brands pay them to create content that’s used in the brand’s own branded content, not posted to the influencer’s feed.

Successful influencers don’t rely on just one of these revenue streams. They start with one or two, then build over time as their brand evolves and audience grows. The common thread? Value. The more consistently you deliver value to your audience—whether that’s inspiration, education, entertainment, or connection—the more opportunities you’ll have to monetize.

What Factors Influence How Much an Influencer Can Earn?

While follower count is one of the first things people look at, it’s far from the only factor that determines how much money an influencer can actually make. In fact, two influencers with similar audience sizes can earn vastly different amounts depending on a number of variables. Here are the key factors that impact influencer income in 2025.

Engagement Rate

Brands are increasingly looking beyond vanity metrics and focusing on engagement. Why? Because an influencer’s ability to drive likes, comments, shares, and clicks is a better indicator of real influence than raw follower numbers.

Micro-influencers with highly engaged communities often command higher rates per follower than larger influencers with passive audiences. At the end of the day, brands care more about ROI than reach alone.

Content Quality

Influencers who create professional-looking, high-quality content are often more desirable to brands. That means sharp visuals, creative storytelling, and content that aligns with a brand’s aesthetic. If a brand can repurpose your content across their own marketing channels, you’ve just increased your value—and can often charge more for content usage rights.

Also, the type of content matters. Long-form YouTube videos, for example, require more effort than a single Instagram post and are often priced accordingly.

Niche and Industry

Not all niches are created equal when it comes to monetization. Influencers in certain industries—like beauty, fashion, fitness, tech, business, or personal finance—often command higher rates due to the profitability of those sectors.

For example, a finance influencer helping followers make or save money often delivers a high ROI for brands and can charge accordingly. On the other hand, a meme account might have massive reach but fewer monetization options unless the audience is extremely targeted.

Platform

Each platform has its own monetization dynamics. YouTube and TikTok, for example, offer built-in creator funds and ad revenue programs, while Instagram relies more heavily on brand deals and affiliate marketing.

Some platforms are better suited for evergreen content (like YouTube or a blog), which can continue earning revenue long after it’s published. Others, like Instagram Stories or TikTok, are more ephemeral but offer greater potential for real-time engagement.

The key is knowing how to play to the strengths of the platform(s) you’re most active on—and monetizing accordingly.

Audience Demographics

Brands also consider who an influencer’s audience is. Factors like age, location, gender, language, income level, and interests can make an audience more or less valuable depending on the campaign objectives.

An influencer with a small but highly targeted audience—like decision-makers in B2B, affluent parents, or Gen Z trendsetters—can often charge more than someone with a larger, but less defined, following.

Brand Alignment and Past Performance

Influencers who’ve successfully worked with brands before (and have the case studies or metrics to prove it) tend to attract higher-quality and higher-paying partnerships over time. Brands want to see a proven ability to drive clicks, conversions, or sales—not just pretty pictures.

Likewise, the more aligned your brand is with a potential partner, the more seamless and successful a collaboration will likely be. That alignment often results in repeat partnerships, longer-term deals, and better rates.

Negotiation and Business Savvy

Let’s not overlook one final factor: the influencer’s own negotiation skills and business mindset. The truth is, many influencers undercharge simply because they don’t know what their work is worth—or because they’re afraid to ask.

Influencers who treat their work like a business, understand their value, and are willing to negotiate often earn significantly more—even with the same audience size and metrics as their peers.

The bottom line? Follower count might get you noticed, but it’s just one piece of a much larger puzzle. The influencers who earn the most in 2025 are those who combine a strong personal brand with high engagement, quality content, niche authority, and a diversified income model. And of course, they know how to advocate for their worth.

Real Examples: How Much Top Influencers Make

Now that we’ve covered the average income ranges and what factors impact earnings, let’s take a look at real-world examples of how much influencers are actually making. These numbers are based on publicly available data, surveys, and reports from platforms like Hopper HQ, Influencer Marketing Hub, Statista, and individual creator disclosures.

The goal here isn’t to be dazzled by the million-dollar names—but to provide a clearer picture of the wide spectrum of income potential, from nano-influencers to celebrity-level creators.

Here’s a snapshot of how much influencers can earn based on their follower count and platform compiling the previous information with other data:

As you can see, influencer income is not one-size-fits-all—it’s shaped by platform, audience quality, content strategy, and monetization mix.

Examples of High-Earning Influencers by Platform

Let’s highlight a few examples across different platforms to show how this plays out in practice.

Instagram: Cristiano Ronaldo

At the top of the Instagram food chain, Cristiano Ronaldo earns an estimated $3.4 million per sponsored post. Of course, he’s in a league of his own, but his brand partnerships with Nike, Herbalife, and Louis Vuitton show what’s possible at scale.

TikTok: Charli D’Amelio

Charli built her following through viral dance content and now reportedly earns over $17 million per year through brand deals, her own clothing line, and licensing. She’s worked with Dunkin’, Prada, and EOS, among others. She earns an estimated $150,000+ per post.

YouTube: MrBeast (Jimmy Donaldson)

MrBeast has redefined YouTube monetization, reportedly earning a whopping $700 million per year. While much of his income comes from ad revenue and brand deals, he’s also monetizing through merch, Feastables, and Beast Burger.

Mid-Tier Example: Vanessa Lau (Instagram + YouTube)

Vanessa Lau, a business coach and content creator, built her brand helping others grow on Instagram and YouTube. She has made a name for herself through BOSSGRAM Academy course, affiliate income, and consulting—despite having under 1 million followers. In fact, in her first year on YouTube she gained 100,000 subscribers and made her first $500,000 selling digital products.

Micro-Influencer Example: Sydney Grace

With just under 25,000 followers on TikTok, Sydney earns income through a variety of sources including here Amazon storefront, sponsored brand deals, UGC content partnerships, affiliate marketing, the TikTok Creator Rewards Program, TikTok Shop, Lemon 8, and her travel business. In her video above, she details how much she makes from each revenue stream, including $10,000+ alone from her Amazon storefront selling over $300,000 worth of products on Amazon from which she earned her commission. Her story proves you don’t need millions of followers to generate a full-time income as a creator.

B2B Example: Justin Welsh (LinkedIn + X)

Justin turned his niche expertise into a seven-figure solopreneur business through thought leadership on LinkedIn and X. Most of his income comes not from brand deals, but from digital products, paid newsletters, and courses—showing that influence isn’t limited to traditional social media.

Further Reading: 15 Must-Follow Mom Influencers Who Are Changing the Game in 2025

Takeaway

There’s no “standard salary” for influencers—but there is a system. The most successful creators treat their content like a business. They diversify income streams, align with brands strategically, and leverage their platforms to build long-term assets.

Whether you’re a brand deciding how much to pay an influencer or a creator trying to grow your income, the key is to look beyond follower count. Focus on engagement, content value, niche alignment, and how the influencer fits into your larger marketing or career goals.

Key Takeaways for Influencers and Brands

At this point, it’s clear: influencer earnings in 2025 are both diverse and dynamic. But if there’s one universal truth, it’s that there’s no one-size-fits-all number. How much money an influencer makes depends on a variety of factors—some within your control, and others determined by the platform, niche, or market forces.

Still, there are a few clear patterns worth highlighting—whether you’re a content creator trying to grow your income or a brand looking to make smarter influencer marketing decisions.

For Influencers:

• Focus on Engagement, Not Just Followers: The brands that pay well don’t just want reach—they want results. A smaller, more engaged community will almost always outperform a large, passive audience. If you’re not getting the kinds of brand deals you want, audit your engagement rate and make improving that a top priority.
• Diversify Your Revenue Streams: Successful creators in 2025 aren’t just making money from sponsored posts. They’re tapping into affiliate marketing, selling digital products, offering subscriptions or courses, and building long-term business models around their influence. Relying solely on brand partnerships makes you vulnerable—having multiple income streams gives you stability and scale.
• Invest in Content Quality and Consistency: As platforms become more saturated, quality matters more than ever. Whether you’re on Instagram, TikTok, YouTube, or LinkedIn, creating content that stands out visually, tells a compelling story, and offers genuine value is what attracts both followers and brand partnerships.
• Understand Your Platform’s Monetization Tools: From TikTok’s Creator Fund to Instagram Subscriptions to YouTube Shorts bonuses, most platforms now offer built-in monetization options. Know what’s available and use them as part of your overall strategy, even if they only represent a small portion of your income.

For Brands:

• Look Beyond the Follower Count: It’s tempting to assume that bigger means better, but high engagement and content relevance often lead to stronger ROI than sheer reach. Micro- and mid-tier influencers can be some of the best investments if you’re measuring actual impact.
• Prioritize Fit and Authenticity: The best influencer partnerships are rooted in alignment. Does the influencer actually use your product? Do they speak to your ideal audience? Can they tell a story that resonates beyond a transactional post? Those are the questions that lead to real brand lift.
• Think Long-Term: Rather than chasing one-off marketing campaigns, consider building longer-term relationships with influencers who truly represent your brand. Ambassadorships, ongoing brand collaborations, and co-branded product launches often yield better performance—and stronger brand loyalty—over time.
• Track the Right Metrics: Likes and views are nice, but what really matters is how an influencer drives results for your business. Are they generating clicks? Sales? Awareness with your exact customer demographic? Build clear expectations, track performance, and be transparent with your partners about what success looks like.

Ultimately, the influencer economy in 2025 isn’t just about social media fame—it’s about influence that drives action. And whether you’re a creator or a brand, the biggest wins come when you align purpose with platform, value with voice, and community with conversion.

Further Reading: How to Create a Rock-Solid Influencer Contract (+ 8 Sample Influencer Agreement Templates)

Conclusion

Influencer marketing has come a long way from the early days of free product exchanges and vanity metrics. Today, being an influencer is a legitimate career path—one that can be both creatively fulfilling and financially rewarding if approached strategically.

So, how much do influencers make in 2025? The truth is: it depends. Income varies widely based on platform, niche, content quality, engagement, and business acumen. But the opportunity is real—and growing.

Whether you’re a brand wondering how to price influencer partnerships or a creator trying to monetize your following, remember this: true influence isn’t just about follower count. It’s about trust, authenticity, and the ability to inspire action.

If you’re serious about navigating the influencer economy—either as a brand or a creator—take the time to invest in building real relationships, developing high-quality content, and aligning with the platforms and monetization strategies that work best for your goals.

And if you’re ready to go deeper into building your influence, diversifying your revenue streams, or scaling your influencer marketing efforts, I’ve got plenty of resources and strategies to help you get there in this blog.