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It’s a $250-billion per year industry, but how much do digital influencers actually make?

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More brands are investing in influencer marketing than ever, but most creators work several jobs, invest thousands back into their business and often deal with companies eager to take advantage of an unconventional industry with little transparency

Rachel Passarelli, 29, often finds herself stressing over the weather. As a digital content creator, lighting is a game-changer and overcast skies can cost her hours of extra editing work or lost productivity. Every picture and every video has to look right – hundreds, sometimes thousands of dollars are at stake.

She also spends a lot on the business: two phones with maximum storage and $3,000 a month on personal care and travel to events – though she can write off a lot on her taxes as a business expense. What frustrates her the most is that many brands still underestimate the amount of work that goes into creating a single piece of content.

Agencies, consultancies, and apps connecting influencers to brands have proliferated to tackle this. INF Agency is one of the biggest, with talent averaging six-figure yearly earnings and some in the seven-range.

 

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