Need more proof that digital stars have gone mainstream? A new piece from storied news show 60 Minutes provides a fascinating glimpse into the influencer marketing business through the lens of stars like Logan Paul, King Bach, and one of the world’s very first social media businesswomen, Kim Kardashian.
And given that price tags are an oft-shrouded aspect of this space, Paul and King Bach (whose real name is Andrew Bachelor) divulged some telling stats. For instance, 60 Minutes trailed Paul while he was shooting a sponsored video for Dunkin’ Donuts. For the one-day, largely improvised shoot, he received $200,000. If that sounds like an astronomic figure, Paul believes he’s worth every penny — and then some.
“To be honest, I’m worth three times the amount I’m getting paid,” Paul said. “I think anyone on the Internet with eyeballs at this time and place is a bargain because it’s so new — no one really knows what they’re worth.” Dunkin’ Donuts bolstered Paul’s point by claiming that his video had the same reach as a primetime television ad.
Bachelor is also being paid hundreds of thousands of dollars for brand integrations. For wearing a T-shirt that featured the logo of sandwich chain Jimmy John’s in a handful of his videos, for instance, he reportedly received more than $300,000. Of the wealth he’s already amassed, 28-year-old Bachelor says, “I can retire if I wanted to.”
Check out the full 60 Minutes segment, dubbed The Influencers, below: