Walmart and Adobe pay the most for social posts, creators and influencers reveal

Walmart and Adobe are among the brands that pay creators the most money, whereas magnetic eyelash company Glamnetic and smart dog collar brand Fi Collar tend to pay the least, according to a report released last week. The research comes from F*** You Pay Me (FYPM), an information-sharing platform where influencers and creators can share rates they are paid for work—as well as more details, including whether they were compensated on time. Check out the latest Ad Age events and award programs FYPM’s “2023 Creator Pricing Benchmark Report” combines data from creators on FYPM regarding roughly 16,010 brand deals with about 7,279 brands. Although FYPM said it was “unable to guarantee the veracity of each submission” because the data was gathered through creator and influencer submissions, the platform said it “takes steps to verify the information creators provide, including subjecting each application to a manual review process and, in some cases, requiring creators to upload documents to corroborate their review.” Walmart, Adobe, Target, McDonald’s and Nike were ranked as the brands that pay the most relative to their peers even after controlling for follower count, deliverables, terms and other key pricing variables, according to the report. The brands that pay creators the least include Javy Coffee, a cold brew concentrate, NA-KD, a women’s fashion brand, Glamnetic, which makes magnetic lashes, Fi Collar, which makes smart dog collars and Marée, a natural beauty brand. “The lowest paying brands have a track record for low payments even after controlling for follower count, deliverables, terms and other key pricing variables,” the report states. These brands “consistently pay creators below industry benchmarks.” However, none of the brands on FYPM’s “highest paying brands” list were on the “highest rated brands” list, according to FYPM co-founder and CEO Lindsey Lugrin. With the highest and lowest paying lists, Lugrin said in an interview, FYPM was trying to show how these brands’ compensation “stands up to their peers without the qualitative ranking.” The median brand deal pricing in 2023 is $500 for Instagram and $400 for TikTok. Influencers were charging 18% less per campaign this year compared to 2022 across all platforms. FYPM attributes these changes to macroeconomic factors, such as budget cuts due to a tough economy and more people becoming content creators as a whole. On TikTok, influencers have been charging 33% less per campaign than they were in 2022. On Instagram, there was a 16% decrease year-over-year.

Walmart and Adobe pay the most for social posts, creators and influencers reveal

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