How Much Do Influencers Really Make on Instagram and YouTube? Let’s Break It Down
In a world where being “internet famous” can earn you a paycheck larger than some corporate jobs, influencer marketing has transformed from a side hustle into a full-blown career. Among the platforms that dominate this space, Instagram and YouTube reign supreme—but how much do influencers actually earn on these platforms?
Whether you’re thinking of turning your content creation hobby into a profession or you’re just curious about what goes on behind the curated feeds and perfectly edited videos, here’s a deep dive into what influencers are really bringing in on Instagram and YouTube.
Instagram: Still the Reigning Queen of Influencer Income
Instagram may not be the newest kid on the block, but it’s still one of the most powerful platforms for influencer marketing. With a mix of highly visual content, dedicated followers, and endless brand collaborations, it’s become a playground for creators to make serious money.
So what does the pay structure look like?
- Nano to Micro Influencers (fewer than 100k followers): These creators typically earn around $200 per post. While that might not sound like a jackpot, many of these influencers post multiple times a week and work with several brands at once. That adds up.
- Mid-Tier Influencers (100k to 300k followers): The game starts to change here. At this level, influencers can expect to earn roughly $600 per post, often commanding higher rates thanks to their growing engagement and niche audiences.
- Mega Influencers (1M+ followers): Once you’ve crossed that million-follower mark, the numbers jump dramatically. These creators can charge $2,000 or more per post, and in some cases, significantly higher, depending on their niche, engagement rate, and brand alignment.
And it’s not just about posts. Stories and Reels are hot commodities too:
- Instagram Stories: Influencers charge between $40 and $600 per story.
- Instagram Reels: For these short-form videos, rates range from $100 to $3,000, depending on reach and production quality.
These numbers illustrate how Instagram influencers monetize their personal brand—and why so many people are eager to grow their audiences. It’s not just a pretty feed; it’s a revenue stream.
YouTube: Playing the Long Game for Long-Term Gains
While Instagram relies on short, curated content, YouTube is all about storytelling. The platform rewards creators who can keep people watching longer—whether it’s through in-depth tutorials, vlogs, or full-on web series.
So, how do YouTubers get paid?
There are several streams of income, but the core of it starts with ad revenue. Here’s the general breakdown:
- In the United States, the average YouTube creator earned around $1,154 per week in 2022, which translates to about $4,616 per month.
- YouTubers earn 55% of the ad revenue their videos generate. So, if an advertiser spends $100 to run ads on your video, you take home $55, while the remaining $45 goes to Google.
But what does this mean per view? On average:
- YouTubers earn about $0.018 per view.
- That means 1,000 views might earn around $18, while 1 million views could bring in roughly $18,000—not accounting for additional income streams like sponsorships, merch, or affiliate marketing.
And that’s just the beginning. The more consistent your content, the better your engagement, and the higher your view count, the more you can earn—not just from ads, but also from direct brand partnerships, which often pay significantly more than ad revenue.
Comparing the Two Platforms
So, which platform is “better” for making money? That depends on your content style and long-term goals.
- Instagram offers faster payouts and more brand partnerships, especially for those with visually appealing content and a knack for personal branding. It’s the go-to for fashion, beauty, lifestyle, and travel influencers.
- YouTube, on the other hand, is a long-term investment. While it may take longer to build a subscriber base and start earning, the monetization potential can be greater over time, especially for creators who produce evergreen content.
One key difference? YouTube content lives longer. A well-performing video can continue to earn money for years, while an Instagram post typically has a shelf life of a few days.
The Human Side of Influencer Earnings
But there’s more to this story than numbers. Behind every successful influencer is a complex web of strategy, creativity, and yes—sometimes, struggle. One podcast episode dives into this reality through the story of a married couple, both YouTubers, navigating career differences and personal dynamics.
It’s a reminder that the influencer lifestyle isn’t always as glamorous as it looks on screen. Like any job, it involves pressure, unpredictability, and hard work. Content creators don’t just snap a photo or press record—they plan, edit, analyze, engage with followers, and constantly adapt to platform changes.
Final Thoughts: It’s More Than Just a Side Hustle
Becoming a successful influencer on Instagram or YouTube is no longer a pipe dream reserved for celebrities or early adopters. With a clear niche, consistent content, and an engaged audience, creators at every level have the opportunity to turn their online presence into a legitimate career.
But it’s not passive income. It’s not “get rich quick.” It’s a modern-day form of entrepreneurship—one that blends creativity, marketing, and grit.
So whether you’re aiming to grow your following or simply curious about how the influencer economy works, one thing’s for sure: the digital creator space is alive and thriving. And for those willing to put in the work, the rewards can be substantial.
