How Gen Z Nepo Babies Are Earning Big on Instagram
New research from online crypto casino Winna reveals which Gen Z celebrities with famous parents earn the most on Instagram. Lily-Rose Depp tops the list, showing that engagement often matters more than follower count in determining social media income.
Lily-Rose Depp Tops Instagram Earnings for Gen Z Celebrities
Lily-Rose Depp, daughter of Johnny Depp and Vanessa Paradis, leads the Gen Z nepo baby earnings chart on Instagram. She can make an estimated $14,900 per sponsored post, supported by her 8.4 million followers and an impressive 7.9% engagement rate.
Her strong fan interaction highlights that social media influence is not just about follower numbers—engagement drives actual earning potential.
Jaden Smith and Sofia Richie Grainge Follow Close Behind
In second place is Jaden Smith, son of Will Smith and Jada Pinkett Smith. Despite having the largest following among the analyzed celebrities at 19 million, his 0.27% engagement rate limits his earnings to roughly $12,750 per sponsored post.
Meanwhile, Sofia Richie Grainge, daughter of Lionel Richie and Diane Alexander, earns an estimated $12,650 per post. With 11 million followers and a 2.73% engagement rate, she ranks third, showing that moderate engagement with a sizable audience can still generate high earnings.
Engagement Rate Often Outweighs Follower Count
The research, conducted by Winna, used HypeAuditor’s Instagram Influencer Pricing Calculator to estimate earnings. The tool considers both follower count and engagement rate, revealing a key trend: high engagement often outweighs sheer popularity.
Even influencers with smaller audiences can earn significant income if their followers are highly engaged.
Notable Examples
- Brooklyn Peltz Beckham – Son of David and Victoria Beckham, earns $10,450 per post.
- Gracie Abrams – Daughter of J.J. Abrams, averages $9,600 per post.
- Sam Nivola – Son of Alessandro Nivola and Emily Mortimer, earns $1,850 per post with 148k followers but 10.34% engagement.
- Nico Parker – Daughter of Thandiwe Newton, earns $4,850 per post with 826k followers and 10.01% engagement.
These examples show that smaller accounts with highly interactive audiences can be more profitable than some larger accounts.
Low Followers Can Still Earn Big With Engagement
Conversely, some nepo babies with decent followers earn surprisingly little due to low interaction.
- Lottie Moss, sister of Kate Moss, earns $1,650 per post with 589k followers but only 0.22% engagement.
- Ella Beatty, daughter of Warren Beatty and Annette Bening, earns just $208 per post, despite the highest engagement rate of 13.11%, because her audience is only 13.7k followers.
This demonstrates that both audience size and interaction matter in determining sponsored post earnings.
Expert Insights on Social Media Earnings
Paul Mertens, CEO of Winna, commented:
“It’s clear that social media success isn’t solely determined by famous family connections. While having well-known parents might help these influencers get their foot in the door, their ability to maintain engaged audiences is what truly drives their online earning potential.”
“The data clearly shows that engagement rate often matters more than raw follower numbers when it comes to maximizing earnings. Some nepo babies with relatively modest follower counts are earning substantial amounts per post because they’ve cultivated highly engaged fanbases.”
This highlights a growing trend in influencer marketing: authentic fan interaction is now more valuable than celebrity status alone.
Lessons for Aspiring Influencers
The rise of Gen Z nepo babies on Instagram offers insights for aspiring influencers. High engagement can dramatically increase earnings, regardless of total followers. Building authentic connections, creating consistent content, and targeting niche audiences are key strategies to maximize sponsored post income.
Brands now prioritize genuine influence, rewarding content that sparks interaction and loyalty over just big names.
Key Takeaways
- Lily-Rose Depp earns $14,900 per post, topping the Gen Z nepo baby list.
- Engagement rate often outweighs follower count in Instagram earnings.
- Smaller accounts with high interaction, like Sam Nivola and Nico Parker, can earn significant sums.
- Large-following stars with low engagement, such as Jaden Smith and Lottie Moss, earn less per post.
- Social media success depends on both audience size and fan engagement.
As Instagram continues to grow, the earnings of Gen Z celebrities highlight a clear trend: engagement is the new currency of influencer marketing. Fans who actively interact with posts directly influence income potential.
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- Credit: Winna
- Cource: Emily Garner PR
