- Influencers don’t need millions of followers to start earning money online.
- Some influencers with only a few thousand followers can make thousands of dollars from brand sponsorships.
- Industry insiders say that while follower size is important to a degree, it is a creator’s engagement (which includes reach, likes, comments, and DMs) and how their audience converts that are most important to leverage when negotiating brand deals.
- Business Insider spoke with four “nano” influencers about how they price their rates for paid sponsorships.
- Subscribe to Business Insider’s influencer newsletter: Insider Influencers.
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 subscribers and 3,00 followers on Instagram. She told Business 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.
Business Insider spoke with four 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:
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