In the age of influencers and online content creators, it can be easy to forget that even the youngest of us can become online personalities in their own right. Even Generation Z, adults between 18 and 24 years of age, can command large online followings. In fact, it is often these young spirited individuals that find the most traction online, resonating with a younger online audience that makes up the majority of viewership figures.
Now, new data by influencer-marketing platform Klear, originally reported on by Business Insider (BI), has revealed that Gen Z’ers, the youngest of influencers, charge brands the most for sponsored content.
The survey collected data from 4,850 Instagram influencers during the period of January 2020 to August 2020, and explored what each generation charged for Instagram posts, videos, and Stories. In all categories, Gen Z’ers asked for the highest payout compared to Gen Alpha, Millennials, and Gen X.
Here’s a breakdown of average Instagram asking rates by age group, as per Klear’s data:
- Gen Alpha (12 to 17): $170
- Gen Z (18 to 24): $520
- Millennial (25 to 34): $448
- Gen X (35 to 49): $211
- Gen Alpha (12 to 17): $283
- Gen Z (18 to 24): $807
- Millennial (25 to 34): $796
- Gen X (35 to 49): $241
- Gen Alpha (12 to 17): $73
- Gen Z (18 to 24): $245
- Millennial (25 to 34): $229
- Gen X (35 to 49): $122
Given that almost half (44%) of Generation Z has made a purchase decision based on a recommendation from a social influencer, compared with 26% of the general population, it makes sense why Gen Z influencers charge more, and why brands are willing to dish out the extra cash. This is according to data by research firm Kantar, which also found that 39% of Gen Z’ers have four or more social media accounts, compared with 15% of the general population who use that many social platforms.
Defining the generations
It’s never an easy task to try and define when one generations starts and when another ends.
The millennial generation, for one, is widely defined as those individuals born between 1981 and 1996, but the exact cap off point differs slightly from source to source.
Generation Z, on the other hand, often includes individuals born between 1997 and 2012. By this measure, adult Gen Z’ers only range from 18 to 23, yet command great advertising and buyer power, which is why we see them demanding so much from brands.