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the benefits end up taking platforms and brands mainly, according to a study

"The income received by micro influencers for their publications on social networks are not proportional to the impact they generate in their digital communities ". This is how bluntly begins the study carried out by Santiago Giraldo-Luque and Isabel Villegas-Simón from the Autonomous University of Barcelona, ​​Alessandro Bernardi from Social Elephants and Cristina Fernández-Rovira from the University of Vic-Central University of Catalunya.

The study, Being a 'micro-influencer': an unsustainable activity for the young people who develop it, one of those selected in the call to support social research projects: vocational training, school dropouts and job insecurity of the La Caixa Social Observatory, addresses the performance implied by the activity of micro influencers, those who have a user community of between 5,000 and 100,000 followers. Taking into account income, return for platforms and brands, as well as the time that these prescribers spend on this activity.

The 'microinfluencers' have more 'engagement' than celebrities, although the activity does not pay off and can be classified as a "precarious job"

Generate more engagement than famous people and earn less income

Sermicroinfluencer 2 1

The study has focused on micro-influencers on the social network Instagram and concludes that the actions they carry out "generate added value and investment returns for commercial agents and, above all, for social networks." However, for them it does not pay off. On many occasions, they point out, their activity "does not provide any financial reward to content creators."

This conclusion is especially striking if we take into account that, according to this work, the micro influencers are more engagement that famous.

Different celebrities analyzed averaged 2.38% of 'engagement' while the 'micro-influencers' object of the study registered an average of 4%

Taking into account the number of interactions of the publication (I like it and comments), the number of posts published in a given period and the number of followers of the analyzed account, the research compared the results of the 34 users in the sample with that of 21 influencers relevant and found that the engagement generated by micro influencers was higher than that reached by celebrities.

In the same period of time, celebrities such as Kylie Jenner, Paula Echevarría, Cristiano Ronaldo, Alexandra Pereira, Lionel Messi or Kim Kardashian averaged 2.38%, while the users object of the study registered an average of 4%.

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"The income they receive is low and does not reflect the potential impact that their actions have on their Instagram community"

The problem is that "The income received is usually established in relation to the number of followers and not according to the impact generated by the publications". Despite enjoying loyal communities that follow their recommendations or prescriptions, "the income they receive is low and does not reflect the potential for impact that their actions have on their Instagram community."

The study authors consider that micro-influencers earn less than would be expected from their activity. Although the earned media value o EMV (the value that your commercial stocks produce) is high, but your income is not.

"The results show, in general, a significant difference between what 'micro influencers' could charge and what they earn per publication. 'Micro influencers' earn, on average, 95% less than expected EMV. Some of them, in fact , they receive salaries well below what they could receive (up to −1,173%, in the most extreme case) ".

This causes 62.2% of the study participants feel dissatisfied with the money they receive in relation to the time they dedicate to producing content. On average, they spend 45 hours a month spending 3 hours creating a post. And for each one of the commercial publications they receive an average of 102 euros, although not everything is charged and the distribution is uneven. While 35% charge less than 50 euros, only 6% exceed 200 and 18% do not charge anything.

"According to the characteristics described in the study carried out, the activity of microinfluencer refers to the main characteristics of a job considered precarious", says the work. In addition, many find it difficult to make ends meet with their income, while their shares - including unpaid ones - are used by both brands and large technology platforms to obtain significant economic benefits" .