Content creators bring brands credibility, relatability, and trust that traditional advertising often struggles to deliver. A creator’s recommendation can lead to meaningful brand
interactions and conversion rates among consumers conditioned to beware of traditional ads. In fact, 74% of consumers make purchases based on creator recommendations.
To do this heavy
work for brands, creators put in relentless hours brainstorming, filming, editing, and refining. They invest in production equipment. And they work to attract and nurture an engaged audience -- so
there’s value to tap into.
In return, too many get only free products and tiny commissions, sometimes as little as 1%, on sales. That’s a bad deal for everyone.
For
starters, it counteracts great brand content by forcing creators to spread themselves thinner. When influencers need to take on too many contracts, the volume and feeling of being undervalued combine
to make it harder to produce high quality work.
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Second, it undermines the diversity brands seek. Pseudo compensation disproportionately affects creators of color, who are the least
likely to be able to afford unpaid work, and whose voices are already underrepresented. For example, research by UK-based SevenSix Agency this spring found that creators of Southeast Asian descent
made an average of 57% less than white counterparts for sponsored Instagram content.
This is unacceptable. If we want diverse audiences, we need to support diverse creators financially.
It’s time for brands to recognize the value creators bring to the table and pay them accordingly.
We can start by identifying the jobs they do. Often one creator performs multiple
roles to produce what an agency does: copywriter, art director, editor, social media marketer, to name a few. Then we can turn to the standards that inform salary and project rates for these jobs,
which can easily be applied to creators.
If you’re a brand looking to partner with creators, you can start by making sure you’re making the case to dedicate budget to the effort.
Even if you aren’t able to pay creators generously, approaching them with something is a great start in the right direction.
In those early stages, be mindful about what
you’re asking creators to do. Know that if you have a smaller budget to work with, you may not be able to ask for the moon and stars in terms of deliverables. Be willing to scale back so that
the project aligns with your budget.
Brands that invest in creators as partners, not ad buys, will benefit substantially in the long run. The work will feel more authentic, engaging and on
brand. Loyalty will deepen, and as it does return on investment will climb.
As media channels and audiences continue to change and expand, marketers will need to rely more on creators. Giving
them all the compensation they deserve will go a long way toward getting coveted results for brands.
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