Influencer marketing is experiencing substantial cost increases as creators are raising their rates, in some instances by 100%. Influencer marketers have noted a notable increase in fees across platforms. Some clients remain unconcerned due to increased marketing budgets, while marketers emphasize growing demand for influencer partnerships, often on long-term contracts. As creators gain more followers and success, their fees naturally rise, leading to brand responses of confusion and outrage regarding the new pricing landscape.
Steph Ross, vp of social and influencer for the social media agency Born Social, said that influencer rates had "doubled" from 2024, but that her clients were largely unconcerned about the increases because they have also ramped up their influencer marketing spend. She said that influencers' increased rates were simply a result of that growing demand.
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. "They're trying to learn from us how to navigate those asks, when someone was asking for $20,000 yesterday, and then, in two months, they want $40,000," she said.
A significant contributor to influencers' growing fees is that brands are moving more quickly with their influencer marketing as they step up their demand for engaging content.
Three influencer 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.
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