Bigger budgets, bigger campaigns, bigger partners, bigger goals — marketers are starting to feel that the price to work with creators is out of control.
Half of marketers misprice creator fees and 40% of them feel like they overpaid, according to 1,000 marketing and procurement leaders surveyed by Billion Dollar Boy. Danielle Wiley, CEO of influencer marketing agency Sway, said anecdotally that brands pay too much 90% of the time, and though creators are happy to get more money than they may be worth, it creates an expectation problem.
“Imagine the real estate market where you could never look up what a house on your street sold for,” said James Nord, founder of predictive creator-marketing platform Fohr. “It’s about transparency and clarity and building more trust into this market.”
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