How much money nano influencers can get paid on Instagram, YouTube, and TikTok, according to 5 creators

Jen Lauren

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Some influencers only need a few thousand followers to start earning money off their online platforms.

Called “nano” influencers, this category of creators generally have fewer than 5,000 subscribers on YouTube and between 2,500 and 10,000 followers on Instagram

Nano influencers often specialize in a specific niche, with a small and engaged community that feels like they know the influencer on a personal level. 

When starting out, nano influencers will often pitch their own brand sponsorships instead of relying on an agent or manager.

Jen Lauren is a part-time social-media influencer in New York City and has 1,500 YouTube subscribers and 3,000 followers on Instagram. She told Insider she earns money by partnering with brands, through Amazon’s affiliate program, and from YouTube ad revenue through its Partner Program. 

When pitching brands, she uses a 3-page media kit that she updates a few times a month. Her most recent brand partnership was with the food delivery service Epicured. She promoted the brand in her YouTube video, “What I Eat In A Week with IBS.”

“It’s important to build a relationship with brands and to work with brands that you already love, especially when you’re starting out, to build subscriber loyalty,” she said.

Insider spoke with five influencers who had under 10,000 followers about how they set their rates when negotiating paid sponsorships with brands.

The “rates” influencers use are often a starting point for brand negotiations and can vary based on the specifics of a brand campaign, like usage rights and exclusivity. Usage rights refers to the ways the brand can use the influencer’s content, while exclusivity is when the influencer can’t work with a brand’s competitor for a certain period of time.

Here are the influencers, listed from fewest followers to most:

Jen Lauren: 1,500 YouTube subscribers (November)

Lauren, 24, started her YouTube channel as a hobby two years ago.

She told Insider in November that she emails the brands she wants to work with directly, direct messages smaller brands on Instagram, and sometimes finds an influencer marketing contact for a brand on LinkedIn and then message the person directly.

Lauren charges around $350 for an Instagram sponsorship (one in-feed post) or YouTube sponsorship (brand mention), and that price will vary depending on the scope of work, she said in November. Insider verified her rates with documentation provided by Lauren.

Her YouTube channel has dozens of workout class reviews and some of her most popular videos include a review of SoildCore classes (11,000 views), Rumble Boxing (9,000 views), and Barre3 (9,000 views). 

She works with studios around NYC reviewing different ones in exchange for free classes, and she said one studio even sent her a discount code for her viewers to use if they wanted to sign up. 

Since Lauren is still starting out in her career, most companies will offer her free products first (versus paid sponsorships), and will ask her to share insights on her content to determine a potential partnership.

Read the full post:

A YouTube and Instagram nano influencer shares the simple 3-page media kit that helped land her first brand deal — and how much she gets paid

Amber Broder: 2,300 Instagram followers (September)

Amber Broder is a full-time college student and a part-time skincare influencer on Instagram with about 2,300 Instagram followers

She posts skincare product reviews on her Instagram and has started working with brands this year.  

“It’s difficult to monetize when you’re still small,” Broder said in September. But so far, she’s been able to turn her content into a paying side hustle for herself. 

She uses a formula to help calculate her starting rates for content: 4% of her total of followers. This is a common strategy for creators starting out setting pay rates. However, the formula doesn’t factor in time, quality, exclusivity, or usage rights, so Broder uses this as a guideline for her rates.

Her starting rates for Instagram content (as of September) included:

  • In-feed Instagram post: $100 to $120
  • Instagram Reel: $50 to $75
  • IGTV: $200 to $250

When negotiating her rates with brands, Broder emphasizes her high engagement rate, which she said was around 16% as of September. 

Read the full post:

An Instagram ‘nano’ influencer started making money with fewer than 3,000 followers. Here’s how much she charges for sponsored posts and how she lands brand deals.

Laur DeMartino: 3,300 YouTube Subscribers (November)

Laur DeMartino, 19, is a part-time lifestyle content creator on YouTube, Instagram, and TikTok.

Her primary platform is YouTube, where she posts weekly videos and had over 3,300 subscribers as of November. On Instagram, she has 5,300 followers and 4,200 followers on TikTok.

DeMartino earns most of her income as a creator through brand sponsorships, she told Insider in November. She also earns a small amount through Google-placed ads on her YouTube videos.

Her starting rates for a YouTube sponsorship are between $300 and $500, which she said depends on the brand and what the deliverables are. DeMartino also secured a recent brand deal worth $4,000, which included a $1,000 gift card to purchase the brand’s product. The partnership included content deliverables across all three platforms she uses.

DeMartino also uses a media kit when pitching herself and communicating with brands, which she shared with Insider in November. 

Read the full post:

Here’s the exact 9-page media kit a YouTube and Instagram nano influencer uses to get brand sponsorships

Kayla Compton: 3,400 YouTube subscribers (March)

Kayla Compton, 23, is a part-time influencer and full-time social media manager based in San Diego.

After starting her YouTube channel in high school, Compton began taking her social-media presence more seriously in college. YouTube is her primary platform, where she has 3,400 subscribers. She also has about 1,900 Instagram followers. 

She earns money as a creator through YouTube’s AdSense program, commission on affiliate links, and through occasional brand sponsorships.

“A lot of people might think, ‘Oh, if you have a thousand followers, no one’s going to pay you for that,'” Compton said. “But if you have a very engaged audience and you can target people really well and have a good connection with your audience, brands will pay for that.”

Compton told Insider in March that her starting rate for a brand sponsorship package (which usually includes a YouTube video, Instagram post, and Stories) was $250. 

On average, Compton will do one to two sponsorships each month, she said. But since she still works a full-time job, that limits the amount of pitching and branded work Compton can take on.

Read the full post:

A YouTube nano influencer shares the exact 8-page media kit she uses to get brand deals

Khadijah Lacey-Taylor: 9,800 Instagram followers (October)

Khadijah Lacey-Taylor had about 9,800 Instagram followers as of October 2020. (Since Insider first spoke with her, her Instagram has grown and she now has over 11,000 followers on the app.)

As a part-time fashion influencer, Lacey-Taylor found a niche in creating short-form videos with her husband and business partner, Tamarco Taylor, who is also a part-time professional videographer. 

The two collaborate on pitching ideas to brands and negotiating her rates for partnerships. 

Lacey-Taylor landed her first paid brand deal on Instagram in January 2020 with Tampax when she had under 3,000 followers at the time. 

Here were her starting rates for Instagram content (as of October):

  • Instagram in-feed video or Reel: $2,500 to $7,000
  • In-feed post (with photo carousel): $700 to $1,000

“Always aim high then work your way down,” Taylor, Lacey-Taylor’s husband, told Insider in October.

Read the full post:

How an Instagram influencer with under 10,000 followers booked $10,000 in brand deals last month thanks to short-form video

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