Women’s Position in Influencer Marketing

Last week, 26 August of 2021, was the International Day of Women’s Equality. Although it h not as popular as International Women’s Day, it is an important day for us to remember the inequality between men and women that we encounter many times in our daily lives. Due to the nature of this day, in this article, we will talk about the presence of women in the influencer marketing sector. Undoubtedly, it is not possible for influencer marketing industry to survive in the absence of women. Let’s dig it more.

Majority of influencers are women

When we look at the sponsored posts on Instagram in 2019, a very different result has appeared. 84% of the sponsored posts were shared by woman and 16% of the sponsored posts were shared by men.  So, definitely there are more women influencers in the sector and brands prefer to collaborate with them.

86% of women use social media for buying advice

Being on social media and organizing influencer marketing campaigns are very important for brands whose products’ target audience is women, because 86% of women who use social media, use social media for product recommendations. So, it turns out that women are the main target audience in influencer marketing.

More than half of all shopping in the world is done by women

According to a study, 53% of all online shopping in the world is made by women. In other words, women shop more than men and keep brands alive.

Despite all this importance of women, there are many situations against women in the sector.

Female influencers make less money than male influencers

Although female influencers mostly constitute influencer marketing, the latest study reveals the inequality between male and female influencers. According to the study of the influencer platform called Klear, female influencers in the world receive 108 dollars less per post than male influencers. Also, it is stated that the biggest difference is caused by Youtube. In other words, as in many sectors, women earn less money than men.

The problem isn’t just money, it’s the materialization of the female body

Another problem experienced by female influencers is the materialization of the female body. The vast majority of brands want the female influencer to evoke sexuality in their posts.