Creators are ‘doubling’ their rates as they capitalize on brands’ growing interest

As brands move faster and spend more on creator marketing, creators are gaining both the confidence and the opportunity to raise their rates significantly — sometimes by 100 percent.

Seven influencer marketers told Digiday that creators’ rates had risen noticeably across all platforms, although they provided a range of figures regarding the specific amount. Three of the marketers said that creators had in some cases doubled their fees from 2024, causing brands to respond with confusion or even outrage over the precipitous increase.

Daniella Corredor, an associate account director for the creator marketing company Open Influence, said that she had recently led a presentation for clients specifically about the causes behind creators’ rising rates and how to navigate the changing landscape.

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.