New Creator Survey from Aspire.io Reveals What Brands Should Pay Creators for Work on Campaigns

Aspire.io, the leading influencer marketing platform for 900+ customers ranging from high-growth eCommerce companies to multinational brands, today released its ‘How Much to Pay Influencers’ Report, a cross-channel survey on the value of creators in the influencer marketing industry. The report comes as businesses plan to invest an estimated $6.16 billion in creator campaigns this year.

Aspire.io’s report surveyed over 1,000 creators nationwide to bring new insights into influencer pricing. The survey coincides with the launch of the platform’s Recommended Influencer Payment solution. This tool, available to all Aspire.io customers, helps brands quickly calculate average pricing metrics for each creator in their campaign. Brands interested in arranging a demo may visit here.

“As the influencer marketing industry grows, it’s important that companies understand creators’ evolving value and pay them fairly for their contributions to marketing campaigns,” said Anand Kishore, Founder, and CEO at Aspire.io. “What’s clear from our report is that the landscape is constantly changing and we recognize that navigating these changes can be difficult for marketing teams. Our Recommended Influencer Payment is helping close that gap.”

YouTube Reigns as Most Lucrative Channel for Influencers and Most Affordable for Brands

The report shows that despite the rise of short-form content on platforms like Instagram and TikTok, YouTube - which is known for longer-form video content - has maintained a prominent role in the influencer-marketing ecosystem. Aspire.io’s survey revealed that YouTube is the most lucrative channel for creators. In fact, 50% of YouTube creators report earning more than $500 per month from their brand partnerships, compared to 40% of Instagram creators and 36% of TikTok creators.

While simultaneously awarding influencers with the highest profits, YouTube also recorded the lowest cost per engagement per channel at $0.04, followed by TikTok at $0.21, Instagram at $0.56, Facebook at $2.63, Pinterest at $5.51, and finally Twitter at $37.82. This has made it a preferred channel for brands and marketing teams.

Creators Want to Work for Brands Whose Values Align with Their Own

As the creator economy grows stronger, so do creator wages. 48% of creators report having increased their influencer marketing income in the last 12 months, while only 15% reported a decrease. More than half (53%) of the creators surveyed said they earn more than $500 each month from their brand partnerships. This increase reflects creators growing influence and value in a marketplace, where the study also showed 61% of consumers trust influencer recommendations, compared to 38% who trust
brand-produced content.

Despite these rising rates, 83% of creators say that they would still work with a brand for just free products as long as they genuinely love the brand or the product value is high. In other words, in addition to fair compensation, influencers are most likely to partner with brands that share their values and the values important to their audience.

To view Aspire.io’s full report, please visit here.

About Aspire.io:

Aspire.io is the leading influencer marketing platform driving positive influence at scale. Since 2014, Aspire has helped brands build and manage relationships with millions of influencers and deliver outsized value. Brands and creators use Aspire to find and vet each other, activate influencer marketing campaigns of any size, and put the magic of branded content to work at scale. As a recognized leader by Forrester Research, Aspire has paid out over $100M to creators and is trusted by over 900 top brands like Ray-Ban, Maude, Garnier, M&M’s, and 1-800 contacts. For more information about Aspire’s leading platform or to get in touch with our expert-in-house agency services team, please visit www.aspire.io

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