Highlighting the Value of Small Chronic Illness Influencers 

Written By Nevena Cvijetic

Influencer marketing has become an increasingly popular marketing strategy for companies looking to promote their products and services. The industry is growing rapidly, projected to be worth 21.1 billion in 2023. (1) Despite the fact that the influencer marketing industry continues to grow, there are no clear guides that tell brands how much to pay – or,  influencers how much to charge. 

What factors impact rates?

One of the reasons there are no set guidelines is because a variety of factors come into play with each influencer, including amount of followers, audience engagement, specialization, content type, usage rights, and exclusivity, among others. 

How many influencers make money from their accounts?

According to a survey we conducted with chronic illness creators, only 41.2% make money on their account. This is slightly lower than the 48.49% of influencers that say they earn money from their accounts in general. (2)

How do influencers make money?

According to our survey, brand deals, reel bonus, and affiliate marketing were the most commonly cited sources of account revenue. Influencers can make money through sponsored posts, affiliate marketing, brand partnerships, official network monetization programs, merchandising, and direct donation, with sponsored posts being the most popular. (3)  

How much are influencers charging?

According to our survey, 71% of influencers are charging between $50-200 for an Instagram Post. 60% of those respondents identified as micro-influencers, reporting a following of 10,000-30,000. 50% of survey respondents stated that they charge $200-250 for an Instagram Reel. According to Hootsuite, a micro-influencer (which they categorize as 10,000-50,000 followers) can make $208 per post on Instagram. (3)

What type of influencer do brands prefer to work with? 

Multiple sources report that there is a strong preference for smaller influencers. Micro-influencers have better engagement rates than their macro-influencer counterparts, across platforms. (1) If you are a nano or micro-influencer, you will appeal to brands that are aspiring to reach a loyal and dedicated audience. So focus on building your niche and maintaining trust with your audience. As a chronic illness creator, you are in a niche category, giving you an advantage to charge higher rates for your unique perspective. 

Why should brands work with chronic illness influencers?

Chronic Illness influencers play an important role in marketing as they provide a unique and authentic perspective on living with a medical condition. Their ability to share personal experiences and offer valuable information creates a sense of trust and relatability among fellow patients. By leveraging the reach and influence of chronic illness influencers, brands can tap into a targeted audience, ensuring their message reaches those who can benefit most from their products or services.

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References:

  1. The State of Influencer Marketing 2023: Benchmark Report. Influencer MarketingHub. https://influencermarketinghub.com/influencer-marketing-benchmark-report/

  2. HypeAuditor. Our Survey Data of 1865 Instagram Influencers https://hypeauditor.com/blog/data-from-our-study-of-1865-instagram-influencers/

  3. Hootsuite. How Much Do Influencers Make in 2023? https://blog.hootsuite.com/how-much-do-influencers-make/

Nevena Cvijetic