Adobe is the brand influencers like working with the most, according to a new report from a leading influencer pay transparency platform.

The report, which combines data submitted by 7,285 influencers across the globe, was conducted by F*** You Pay Me (FYPM), an information sharing platform where influencers can share rates they are paid for work—and more details, such as whether they were compensated on time. 

FYPM’s “best brands” list is based on reviews of 9,578 brand collaborations submitted by influencers for 5,045 different brands. The platform started pushing its creator community to submit reviews for their favorite (and least favorite) companies to work with in early December, FYPM co-founder and CEO Lindsey Lugrin said in an interview.

The brands on the list range from household names to more niche upstarts. Following Adobe, the top 10 included (in order): Amazon, Michaels, BioGaia, Empress 1908 Gin, Hero Cosmetics, Bob's Red Mill, Samsung, CurlSmith and Fera Pet Organics. 

The 10 brands influencers like working with the least, according to the report, are (in order): Crown & Paw, Glamnetic, MVMT, VIVAIA, GOLI Nutrition, Revive Superfoods, Fashion Nova, Truly Beauty, NAKD and Daniel Wellington.

The best brands “treat influencers like humans. They invest in their relationships with these people,” Lugrin said. “The worst tend to view influencers as interchangeable, easily replaced, and focus on output and acquiring creative assets for as cheap as possible.” 

FYPM released the report as it prepares to roll out a new platform geared toward brands. It will use FYPM’s roughly 10,000 influencer reviews (and counting) to help brands evaluate whether they’re paying influencers below, on par with, or above the industry average, Lugrin said.

In each review, influencers were asked to provide a one to five rating on their overall experience working with the brand, with five being the highest and one being the lowest. FYPM developed a composite score based on two key metrics: the ratio of positive reviews to negative reviews; and the proportion of collabs where the creator was compensated in cash weighted against the total number of reviews submitted for that brand. 

Positive reviews were defined as those with an overall rating of four or five, whereas negative reviews had ratings of one or two. Reviews included information about the type and amount of compensation received (cash, free product, product discount, or affiliate commission, etc), scope of work (number and type of deliverables produced), and more, Lugrin shared in an email.

To qualify for a spot on the list, a brand needed to have at least 10 reviews on FYPM—although many brands had up to 70, Lugrin said. Influencers are required to have collaborated with a brand before reviewing it on the platform.

FYPM diversifies its product suite

The new brand-side platform from FYPM will look like a dashboard similar to Google Flights in that it also indicates whether rates are high or low when browsing, FYPM co-founder and Chief Technology Officer Rachael Fuller said. Brands will have to pay a fee to use the unnamed product, making it FYPM’s first revenue-generating product.

“We now have enough data to have a stance on what normal looks like” as far as rates go, Fuller said. The feature for brands will likely roll out in the second quarter, although Fuller noted she’s hopeful that beta testing can take place in late first quarter.  

The brand-side product will include the ability for brands to post their contact information so influencers using FYPM can reach them. But brands still will not have the option to read influencers’ reviews.

Lugrin declined to share the new platform’s price and did not share examples of “average rates.” The waitlist for brands to sign up for the new product opens today, Lungrin said.

FYPM is also rolling out a “rate my offer” calculator for influencers in the first quarter and it will use the same data set as the brand-side platform to help creators evaluate their payments. 

As creators’ rates continue to rise—in part due to increased pay transparency spurred by platforms like FYPM—these tools could be especially helpful for both brands and influencers looking to keep up with changing payment norms. 

For instance, Lugrin said brands often come to her with questions about whether or not a certain rate is appropriate for an influencer in today’s business environment, as brands don’t want to offend creators with their offers. 

“Transparency benefits everyone,” she said.