Income distribution and nudity on social media: Attention economics of Instagram stars

Social media stars gain star-status with uploads on social media pages like YouTube, TikTok, or Instagram. One of the most popular platforms is “Instagram” owned by Meta/Facebook. The growing social, cultural, and economic power of so-called influencers raises questions about key drivers of success and, moreover, distribution of income on social media platforms. Instagram has been accused of strategically favoring images with nude content. In order to shed light on this socio-critical aspect, this paper examines the following research questions: Does body exposure drive income success on Instagram? Is there a difference between male and female content in this regard? This paper empirically analyzes 500 top Instagram stars within the categories (1) fashion and beauty, (2) fitness and sports, (3) music, (4) photo and arts, and (5) food and vegan. The data provide information on popularity, posting behavior, and price estimates per post. Using hybrid regression models, the results show indeed positive impact of body exposure on monetary success. Accounts with high level of body exposure achieve higher prices and advertising revenues than accounts with less nudity, regardless of the gender. Regarding gender differences, male content achieves on average higher advertising prices, whereas female accounts provide more branded content and eventually achieve higher advertising revenues.