As creators of all sizes flood feeds and mega creators raise their prices, brands are looking for new ways to partner with major talent that’s long-term, far-reaching, and scalable. Expedia’s latest partnership with Darren Jason “IShowSpeed” Watkins Jr., one of the biggest creators in the world, shows just how big brands are willing to go.
IShowSpeed has over 150 million followers across platforms including YouTube, TikTok and Instagram, who tune in to watch him complete athletic feats and travel around the world. His travel streams have taken him to China, Africa, India, Australia, and more destinations, and clips from those streams rake in millions of views. His global appeal to Gen Z audiences makes him a highly coveted brand partner, and has secured him a year-long partnership with Expedia – a signal that some brands are viewing mega creators less as campaign placements and more as always-on audience channels.
Expedia declined to reveal a specific deal size. A source familiar with creator deals of this size told Digiday they’d estimate the cost of such a partnership at around $250,000.
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