Why Female Influencers Are Killing The Game
The wage gap is no secret. For every dollar that a man makes, in the US, a woman makes $0.85. That gap becomes deeper (and darker - literally and figuratively) when we take into account the woman’s race. Intersectional feminism has never been more quantified.
When it comes to influencer marketing, though, we have been able to turn that wage gap standard on its head. Women influencers are consistently more successful, make more money, and in higher demand than men. Why?
Our team tells our clients that women consume and shop differently than men. It’s commonly cited that women control 70-80% of household spending. They buy for themselves, their household, children, male partners, pets, and parents. By hitting multiple target markets via marketing to women only, a brand is maximizing their potential for ROI as they reach 3-4x the intended target market.
This is backed up by the evidence we see in our influencer campaigns. Women influencers get better reception amongst their female audiences than men do with male audiences - controlling for size, we see higher click through rates, engagements, and conversion rates across the board.
Influencer marketing is one of the few industries where women command more dollars than their male peers. A tangential industry, one that’s not to be ignored here, is modeling. Women models consistently make more than men in their prime years. When income is based on body & appearance, women become the breadwinners. Influencers are an example of this in that their appearance (and their content) is the moneymaker; The rise of plastic surgery among the Instagram crowd is a result.
Combine a heavy focus on appearance with an appeal to the people who control the expendable income of most of the US’s consumer market, and you’re bound to find cashflow for women. Not only are these influencers running small businesses as simultaneous models, salespeople, stylists, art directors, and writers, but they’re also pursuing a gap in the market that traditional advertising was never able to: controlling your own media on your own platform and tracking sales of consumer-facing products... Now that’s entrepreneurial genius.