70.6% of Muslim creators believe brands do not make conscious efforts to allocate marketing budgets targeting this community beyond Ramadan and Eid, according to a new report by talent agency SoSher Media.
The Muslim Creator Survey Report reveals insights about the lack of representation within the influencer marketing industry and the pay disparity among Muslim creators.
The majority of respondents were women aged between 25- to 34-years-old, whose main platform is Instagram. Most creators polled have between 10,000 to 50,000 followers and operate within the lifestyle, fashion and beauty verticals.
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Ramadan and Eid: A missed opportunity
Marketeers are not maximising Ramadan and Eid as key moments to connect with Muslim audiences. A mere 23.5% of creators said they had secured brand deals for these milestones. Most respondents had not been approached about campaigns, and those who had booked work said there were limited opportunities available.
Only 25 brands were named as companies that launch partnerships for these moments, including H&M, The INKEY List and Spotify. Next was referenced most, followed by Asda. John Lewis, Tesco, Sunnamusk, Clinique and Holland & Barrett were also noted.
80.4% of respondents believe brands underinvest in Eid and Ramadan compared to other cultural events and approach campaigns as “bolt-on” activations which lack in “genuine integration and cultural authenticity”.
In terms of payment, 54.9% said rates for Ramadan and Eid campaigns were not comparable to similar collaborations that took place outside of these events.
Creator rates and audience engagement
The report focused on Ramadan and Eid, but also looked at the skills and knowledge gaps among Muslim creators. It found that less than half of creators with up to 10,000 followers were able to set a rate card. 32% of those with 10,000 to 50,000 followers had established rates, followed by 75% of influencers with 50,000 to 100,000 followers and 66% of those with audiences between 100,000 to 500,000.
The average rates for creators with up to 10,000 followers were £50 for an Instagram Story, £70 for a Reel, £150 for a post and £175 for a TikTok. This increased to £200 for a Story, £770 per Reel, £460 for an Instagram post and £400 for a TikTok for creators with 10,000 to 50,000 followers. In the next bracket (50,000 to 100,000) influencers charged £430 per Story, £1,150 for a Reel and £1,550 for a post. Macro creators (100,000 to 500,000 followers) had average rates of £600 for a Story, £1,750 per Reel, £1,200 for a post and £1,325 for a TikTok.
SoSher Media found micro creators (up to 10,000 followers) deliver the highest average engagement (11.1%) while influencers with 50,000 to 100,000 followers had 7.75% engagement. Creators with an audience bracket of 10,000 to 50,000 had the lowest average engagement rate of 4.8%.
The report noted: “By addressing these key issues and implementing these recommendations, both brands and influencer marketing agencies can effectively engage with the Muslim community, build strong relationships, and achieve successful marketing outcomes during Ramadan, Eid, and beyond.”
About SoSher Media
Founded by Shereen Patel, SoSher Media advises brands to invest in cultural sensitivity training, actively collaborate with Muslim creators on long-term activations, compensative influencers, use a variety of marketing tactics around Ramadan and Eid, and conduct research to ensure campaigns are authentic and respectful.
Find SoSher Media’s full Muslim Creator Survey Report here.
