The Celebrities That Cashed In On Instagram During Lockdown
Instagram = Serious Money
These figures for potential earnings are pretty incredible when you consider that we only used a 2 month time frame from March 12th – May 14th.
With our recent research estimating every follower to be worth £0.00313, or $0.00387, Instagram can become a serious earner for Celebrities, with 1 million followers allowing you to request an estimated £3,130 for a sponsored collaboration.
While Ronaldo is able to command the highest fee at around £470,000 per post, it’s Kevin Hart that came out on top for total earnings due to quantity of posts.
His 14 sponsored posts during the timeframe, largely due to his new partnership deal with Fabletics, is predicted to have earned the Comedian upwards of £2,700,000.
Putting in some serious work on Instagram to feature 3rd on our list is Blac Chyna, who clocked in 48 sponsored posts to potentially earn over £1,700,000. And that’s not even counting all the money that she’s making from plugging her own Cosmetics Brand, Lashed Cosmetics, to her 16.5 million followers.
The Top Earning Athletes
While many athletes have no doubt had some of their income curtailed by the Coronavirus, these stars are fortunate enough to have massive partnership deals to fall back on.
Where the debate of “Messi or Ronaldo?” on the pitch is up for debate (Messi btw), it’s a little more black and white on the gram. Ronaldo’s 219 million followers beats out Messi’s 151 million. Both posted 4 ads but Ronaldo was able to earn nearly £600,000 more for his output.
Instagram is an extremely profitable platform for not just Athletes still performing like Neymar, Zlatan and AJ, but also for the retired names whose popularity continue to grow post retirement.
Not at all surprisingly, Becks is still an advertising magnet, making over £400,000 from just 3 posts. Meanwhile ex NBA stars Dwyane Wade and Shaquille O’Neal are also raking it in through advertising deals.
D Wade is unlikely to be feeling the heat of lockdown too bad with over £140,000 in potential earnings, and Shaq’s proving he’s no fool with nearly £600,000 in estimated earnings while under lockdown.
The Top Reality TV Earners
The link between Reality TV stars and sponsored ads is clear to see for the millions who follow them on Instagram. So we thought we’d take a closer look at how much the stars of shows like Love Island and Geordie Shore have earned during lockdown.
Coming out on top is Vicky Pattison who is projected to have earned over £200,000 at £10,000 per post.
Despite having nearly half the following that Molly Mae does, Olivia Bowen was the top Love Island earner, looking at just short of £190,000 for a whopping 37 sponsored posts. Olivia’s husband Alex is no stranger to hashtag ad either, coming close to £80,000 in estimated earnings.
Molly Mae Hague meanwhile is estimated to have made over £140,000 during the 8 week period.
While these numbers may seem mind blowing to some, Reality TV Influencers were actually on course to be earning even more.
Our research into how Coronavirus has impacted Instagram Influencers found that 65% of Reality TV stars posted less sponsored content during lockdown restrictions than they were projected to post. This has resulted in a loss of 24% of their estimated earnings on average, which accounts for on average of £1,650 a week.
For instance, Love Island’s Amber Rose Gill is estimated to miss out on over £130,000 in potential earnings through sponsored content.
Conspicuous By Their Absence
When you think Celebrity Instagram Influencers the first names that come to mind are probably the Kardashian-Jenner clan. Yet none of them featured in our Top 50 Earners?
Interestingly, none of them posted any paid ads on their Instagrams during this period, instead navigating more towards exclusively promoting their own brands, a trend that has been developing throughout 2020.
The exception to that trend however has been Kendall Jenner.
Based on her posting patterns for the 8 weeks prior, as well as the same period in 2019, she would have been likely to have posted at 7 least ads to her Instagram.
Since lockdown restrictions came into place she has posted zero.
This is estimated to have cost her nearly £2 million in lost earnings.View this post on Instagram
Infographics + Dataset
The following Infographics are available for anyone to use on other sites if fair credit is given to this blog as the source of the images.
- The dataset that we used for the 738 accounts that we analysed can be accessed here.
- We counted a sponsored post as anything displayed as a Paid Partnership, #ad or as part of an acknowledged brand partnership.
- Sponsored posts for a celebrity’s own brand, and posts promoting charity work, were not counted.
- The “lockdown period” for our data was March 12th – May 14th.
- Earnings per Post were calculated using Influencer Marketing Hub’s Instagram Earnings Calculator