1、Creator Compensation ReportHear directly from creators and get their perspectives on content creation and compensation trends.LATER.COM1INTRODUCTIONSocial media management made easyCrush your social goals,automate daily tasks,and turn followers into customers with Linkin.bio all from one app.Get Sta

2、rted for FreeBook a Free DemoTake your influencer marketing to the next levelEasily manage your influencer programs in one place and deliver ROI consistently with tools that take the guesswork out of influencer marketing.LATER.COM2INTRODUCTIONA Data StoryThe creator economy is a rapidly evolving lan

3、dscape,and one of the most pressing topics within the industry is the compensation of content creators.The amount of work required for a single fee,the differences in how brands partner with creators,and the ever-changing economic landscape are just a few of the factors that can determine whether a

4、content creator can make a lucrative full-time living or is relegated to a side hustle.In this report,we dive into responses from real creators who make either a full-time or part-time living from producing branded content across various platforms.Through their contributions,were sharing valuable in

5、sights about how the industry is changing and how brands can be allies to their creator partners.LATER.COM3KEY INSIGHTSTLDR:Key InsightsContent creators generate revenue from a number of key sources,including:81.8%55.7%32.8%Part-time creators are more likely to make less than$500 per month.Overall,c

6、reators reported an increase in both the number of brand deals they were offered and the amount of income they earned from those deals in the past year.44.3%42.5%Instagram Reels rates,even for creators with fewer followers,tend to be higher than earnings from Instagram in-feed posts and Stories.15.7

7、%of creators reported generating income from subscription services like Patreon,paid newsletters,paid livestreams,and OnlyFans.Out of the most common content types,Instagram Reels and in-feed posts command slightly higher rates even over TikTok and YouTube video content.Despite this variety,51%of cr

8、eators still earn less than$500 per month from their content.Full-time creators are more likely to make$2-4K per month.Paid AdsAffiliate IncomeSponsored ContentBrand dealsIncome earnedLATER.COM4We surveyed 689 US-based creators who are popular on various social networks and span different content ve

9、rticals.Our survey respondents self-identified in the following categories:METHODOLOGYAge GroupsGender IdentityFollower Range1.5%5.6%48.0%16.0%28.9%18-24 yrs45-54 yrs25-34 yrs55+yrs35-44 yrs86.7%0.3%0.7%12.6%FemaleMaleNon-binaryPrefer not to say25.8%26.5%16.7%9.7%11.1%10.1%5K5K-15K15K-50K50K-100K100

10、K-250K250K+21.2%18.9%13.6%11.1%8.4%6.2%4.7%4.0%2.2%1.6%1.3%Ethnic IdentificationIndustry IdentificationAsian12.5%Black or African American20.7%Hispanic,Latinx,or Spanish origin19.1%White52.3%Pacific Islander1.3%American Indian or Alaska Native1.2%Other3.1%Prefer not to say2.6%Lifestyle and InteriorF

11、ashionCosmetics&FragranceFood&BeverageMedia&EntertainmentTravel&HospitalityRetailFitnessConsumer Packaged GoodsHealthcareSports&Performing ArtsOther6.9%Our Research MethodologyLATER.COM5The ReportTHE REPORTLATER.COM6How Do Content Creators Earn an Income?Content creators typically generate revenue f

12、rom two to three sources,with the most common being sponsored content(81.8%),followed by affiliate income(55.7%),and advertising(32.8%).Other forms of income include selling digital products such as e-books and courses,user-generated content(UGC),and freelance creative work.It is important to note t

13、hat the specific income sources that a creator generates will vary depending on their niche,their audience,and their platform.However,the sources listed above are some of the most common ways that creators generate revenue.Mara Hammonds,a long-time creator and social media maven,says rate changes ar

14、e impacted as a result.“The rates offered by brands are much lower than they have been Im seeing a lot more affiliate programs than before,”she notes.Percentage of creators who generate income from the following sources:sponsored content81.8%affiliate income55.7%32.8%advertisingPart 1:Creator Income

15、THE REPORTLATER.COM7THE REPORTSponsored content:This is when a creator partners with a brand to promote their product or service.The creator may be paid a flat fee,a commission on sales,or a combination of both.Affiliate income:This is when a creator promotes a product or service and earns a commiss

16、ion on each sale that is generated through their link.Advertising:This is when a creator displays ads on their content.The creator may be paid a flat fee,a CPM(cost per mille,or thousand impressions),or a CPC(cost per click).Content GlossarySelling digital products:This is when a creator creates and

17、 sells digital products,such as e-books,courses,or templates.UGC:This is when a creator allows their audience to create and share content on their platform.The creator may then earn revenue from this content through advertising,sponsorships,or other means.Freelance creative work:This is when a creat

18、or provides their creative services to others,such as writing,editing,photography,or graphic design.LATER.COM8THE REPORTWhat Does A Creators Monthly Income Look Like?The majority of creators(51%)make less than$500 U.S.dollars per month from their work as a content creator,with 31.8%making less than$

19、250 per month.24.5%make over$2,000 per month as a creator.Heres what we know:sometimes,factors like creator status,follower count,age,gender,and ethnicity can have an impact on how much a creator makes.However,in this case,we found that these factors actually had little to no effect on monthly creat

20、or income.Lets break it down:Creator status:Part-time creators are more likely to make less than$500 per month,while full-time creators are more likely to make$2,000-4,000 per month.Industry:Creators in the cosmetic industry are more likely to make less than$250 per month compared to other top indus

21、tries like lifestyle,fashion,travel,and fitness.52.7%Cosmetics&Fragrance34.9%Fashion25.0%Food&Beverage21.4%Lifestyle&Interior28.1%Media&EntertainmentMonthly Creator Income by Industry Less than$250 per month Followers:Creators with less than 15,000 followers are more likely to make less than$250 per

22、 month,while creators with over 250,000 followers are more likely to make$6,000-10,000 per month.LATER.COM9Gender and ethnicity:Given the margins of error,the differences observed between ethnic and gender identities were not statistically significant.That does not mean that differences do not exist

23、,but rather that we cannot confidently conclude they do given this data.In future research,we can reduce margins of error by recruiting respondents specifically from non-white demographics to ensure a larger sample size.Age:Creators who are 18-24 years old are significantly more likely to make less

24、than$250 per month as a creator compared to other age brackets.56.6%Ages 18-2425.7%Ages 25-3430.0%Ages 35-4421.3%Ages 45+Monthly Creator Income by Age Less than$250 per month THE REPORTLATER.COM10Nevertheless,full-and part-time creators possess a wealth of shared skills including content strategy,cr

25、eative skills,business acumen,and professionalism.Some full-time creators have even lessened their hours to part-time status in order to preserve their mental health or to focus on other projects.The reality is that not one reason for full-or part-time content creation fits every creator!Amber Whitt

26、ington,who is a content creator on Instagram,TikTok,and YouTube,notes that rate adaptation is a natural and necessary part of the process,but that economic changes are causing a more rapid change.“It seems like rates have dropped significantly,”she adds.“It seems as though a lot of companies arent s

27、pending as much on ad marketing,and therefore there isnt as much being spent on social media marketing it seems like that has had an impact on fewer and less lucrative offers to do campaigns.”Natasha DAnna,a lifestyle content creator,sees a similar need for adaptation but notes that longevity within

28、 the industry is making the difference.“I have adapted my rates over the year due to time,experience,and growth,which includes a team that can offer and match what brands expect,”she says.Content GlossaryFull-time content creator:Full-time creators and influencers spend most of their waking hours ma

29、naging their platforms,planning and creator content,traveling for related events and meetings,and so much more.They may also be represented by a talent agencybut not always.Part-time content creator:Part-time creators and influencers dedicate a reduced amount of time to honing their content strategy

30、 and producing work for their channels.They may limit their work to off-hours from a more demanding full-time commitment,or they may simply approach content creation as a hobbyist with niche expertise.THE REPORTLATER.COM11Less than$250$251-$500$501-$1,000$1,001-$2,000$2,001-$4,000$4,001-$6,000$6,001

31、-$10,000$10,000+Part-Time42.5%23.6%16.1%7.9%5.5%1.4%1.2%1.7%Full-Time7.2%11.7%12.2%16.2%23.9%9.0%10.4%9.5%Creator Income/MonthLess than$25031.8%$251-$50019.2%$501-$1,00014.2%$1,001-$2,00010.3%$2,001-$4,00011.7%$4,001-$6,0004.0%$6,001-$10,0004.4%$10,000+4.4%Income SourcesAffiliate19.2%Ads14.2%Creator

32、 funds10.3%Paid content subscriptions11.7%Selling merchandise4.0%Sponsored content81.8%Creator Income InsightsTHE REPORTLATER.COM12Monthly Creator Income by Follower Range5K5K-15K15K-50K50K-100K100K-250K250K+Less than$25060.7%39.5%22.9%25.4%12.0%8.8%$251-$50023.2%29.9%17.6%16.4%4.0%5.3%$501-$1,0009.

33、8%16.9%20.0%11.9%10.7%7.0%$1,001-$2,0003.6%7.3%15.9%10.4%18.7%7.0%$2,001-$4,0001.8%5.1%15.9%26.9%18.7%10.5%$4,001-$6,0000.6%2.9%1.5%13.3%17.5%$6,001-$10,0000.9%0.6%1.2%4.5%9.3%24.6%$10,000+3.5%3.0%13.3%19.3%THE REPORTLATER.COM13How Do Content Creators Earn an Income?Creators are seeing varied result

34、s when it comes to brand collaborations and income compared to similar data collected last year.Full-time creators:Full-time creators were more likely to have increased income in the past year compared to the previous year.Creator Income Change by Creator StatusFull-timePart-timeDecreased incomeIncr

35、eased incomeSame income30.2%52.7%17.1%36.1%37.5%26.4%32.7%Decreased offers44.3%Increased offers23.0%Stayed the sameBrand collaboration offers:Overall,44.3%of creators reported an increase in brand collaboration offers,23%reported no change,and 32.7%reported a decrease.Brand Collabs Offered Compared

36、to Previous YearPart 2:How Creator Income Has Changed Since 202234.6%Fewer collabs39.7%More collabs25.7%Same amount of collabsCollaborations Worked on Compared to Previous YearAmount of brand deals:Creators experienced a different year in terms of active collaboration.39.6%said theyd received more o

37、pportunities,34.6%said they had less.32.7%Less money42.5%More money24.8%Same amount of moneyIncome Change from Previous YearIncome changes:Overall,most creators(42.5%)of creators are making more money from their content creations,while 32.7%are making less income.THE REPORTLATER.COM14These findings

38、suggest that the creator economy is still evolving,and that there is no one-size-fits-all answer to success.Creators of all ages,ethnicities,and creator statuses should continue to create high-quality content and build their audience in order to maximize their opportunities.Creators over 45:Creators

39、 over 45 years were more likely to have the same income as the previous year when compared to creators aged 25-44.18-2425-3435-4445+Brand Collabs Offered Compared to Previous YearDecreased income24.5%34.0%40.0%23.4%20%40%50%30%10%Increased income46.2%44.4%38.9%34.0%Same income29.2%42.6%21.1%21.6%THE

40、 REPORTLATER.COM15Most Common Sponsored Content TypesMany creators produce several different types of content for multiple platforms.The most common types of sponsored posts creators offer are Instagram Feed posts(98.4%),3-5 Instagram Stories(98.1%),Instagram Reels(98%),TikTok videos(89.6%),Instagra

41、m Live(69.1%),and Facebook posts(68.9%).Of these,Instagram Reels and Instagram Live are the most likely to command high rates,with over 40%of creators charging$500+for these types of posts.In contrast,rates for Facebook posts and 3-5 Instagram Stories were typically quoted less than$250.Post TypeIG

42、Feed PostPercent who share this contentRates per Post Rates Change from Previous Years 44.4%48.8%6.7%Rates decreasedRates increasedRates stayed the same98.4%IG Stories98.1%IG Reel98.0%TikTok Video89.6%IG Live69.1%Facebook Post68.9%YouTube Short62.6%Blog Post59.5%YouTube Video58.9%Pinterest Pin54.3%T

43、weet45.9%Lemon833.9%Snapchat30.9%LinkedIn29.6%Podcast29.0%Twitch Stream24.1%Part 3:Current Creator RatesTHE REPORTLATER.COM1682.1%53.7%of creators with 5,000 to 15,000 followers cited the same rates since 2022.of creators with less than 5,000 follow-ers cited rates below$250.Rate Trends by Follower

44、CountFollower range has a significant impact on the rates creators can charge.82.1%of creators with less than 5,000 followers cited rates below$250,while 53.7%of creators with 5,000 to 15,000 followers cited the same rates.However,once creators reach a certain follower threshold,their rates can skyr

45、ocket.For example,over half of creators with 100K+followers will charge more than$1,000 for an Instagram in-feed post.A higher follower range also correlates to higher rates for Instagram Stories;however,overall rates tend to be slightly lower compared to Instagram in-feed posts.Creators are also se

46、eing that Instagram Reels rates,even for creators with fewer followers,tend to be higher than what they are earning for Instagram in-feed posts and Instagram Stories.And for TikTok?Rates for TikTok videos certainly see a correlation with follower counts,especially for highly-followed influencers wit

47、h 250,000 or more followers.THE REPORTLATER.COM17Rates per Post Change by Follower Range5K5K-15K15K-50K50K-100K100K-250K250K+Rates decreased40%80%60%20%Rates increasedSame Rates0.9%4.5%8.8%16.4%10.7%3.5%38.4%41.8%56.5%43.3%50.7%66.7%60.7%53.7%34.7%40.3%38.7%29.8%Rates per Post Change by Creator Stat

48、usFull-timeDecreased incomeIncreased incomeSame income6.3%61.3%32.4%7.2%42.5%50.2%Part-timeCreator Income Change Year-Over-Year by Creator StatusCreator status has had an impact on rates,with full-time creators typically able to command higher rates in the last year compared to part-time creators.Ho

49、wever,this effect is not as pronounced for creators producing TikTok videos and Instagram Stories as opposed to those creators Instagram Reels and Instagram in-feed posts.For example,even full-time creators with less than 5,000 followers are unlikely to charge more than$250 for an Instagram Feed pos

50、t.THE REPORTLATER.COM18THE REPORTRate Trends by IndustryA creators niche also has an impact on their rates.Across the four most popular verticals,cosmetics&fragrance creators tend to earn lower rates when compared with other industries.However,there are some exceptions.For example,creators in the li

51、festyle&interior design industry command high rates for Reels and TikTok videos.Media&entertainment content is notably the most lucrative content type.*See data visualizations on page 22Cosmetics&Fragrance:This content earns generally lower rates.However,Instagram Reels and TikTok videos were the mo

52、st profitable at$500+per post.Fashion:Fashion content has relatively low rates,but short videos on both Instagram and TikTok were most likely to be more profitable at$500+per post.Food&Beverage:Half of the creators producing food&beverage content charged$500+for Instagram in-feed posts and Instagram

53、 Reels.Lifestyle&Interior Design:Half of creators producing lifestyle&interior design content charge$500+per post for Instagram Reels and TikTok videos.Media&Entertainment:Overall,media&entertainment content earns higher rates compared to other industries.It has the highest percentage of rates earni

54、ng$2,000 on all post types.LATER.COM19THE REPORTSubscription RatesSubscription content refers to original work produced by creators that audiences have to pay to access.It could look like an email newsletter,a Patreon membership,an educational course,a subscription tier on YouTube or Twitch,exclusiv

55、e fan club content,and more.While many creators do not offer subscription content,those who do are able to generate a notable income.In fact,of the 15.7%of creators who reported generating income from subscriptions,29.0%earned income from producing exclusive content on Patreon;22.0%charge for paid n

56、ewsletters;27.0%earn from paid livestreams;and 16.0%said they earn income from content posted on OnlyFans.The majority of creators offering subscription content had rates between$1 and$10 per month.This suggests that creators are able to generate a steady stream of income from a relatively small num

57、ber of subscribers.RatesPatreon (n=43)Livestream(n=40)Newsletter(n=32)$1-$5 per month51.2%32.5%56.3%33.3%$6-$10 per month20.9%20.0%15.6%12.5%$11-$20 per month11.6%20.0%3.1%16.7%$21-$50 per month4.7%2.5%6.3%12.5%$51-$100 per month4.7%5.0%6.3%0%OnlyFans(n=24)$101-$250 per month0%2.5%0%0%$250-$500 per

58、month0%2.5%0%4.2%$500+per month0%5.0%3.1%4.2%I prefer not to say7.0%10.0%9.4%16.7%LATER.COM20When it comes to brands and content creators working together,the answer to“what pay is fair pay?”will likely always be a moving target.When we consider what a creators time is worth,we have to consider the

59、production value,their engagement,their following,the quality of their content,their expertise,their industry knowledge,their business savvy,and so much more.There might not ever be a“one size fits all”payment menu for creators and thats not a bad thing.Throughout the last year,weve noticed the foll

60、owing changes in the creator economy:The rise of influencer marketing has led to an increase in the number of brands that are partnering with creators.Creators are demanding higher compensation for their work,and brands are increasingly willing to pay it.The economic landscape has changed in recent

61、years,making it more difficult for creators to make a living from their work.One thing that cant be denied is that when creators and brands work together,the closer the relationship,the better.Equitable pay and fair compensation practices are more likely when brands trust and believe creators and it

62、 also demonstrates the time,attention,and labor that creators require to produce make great sponsored content.Key Takeaways&ConclusionTHE REPORTLATER.COM21The AppendixTHE APPENDIXLATER.COM22Instagram ReelsTikTok$0-$100$101-$250$251-$500$500-$1,000$1,001-$2,000$2,001-$5,000$5,000+25%50%75%100%Cosmeti

63、cs&Fragrance35.5%22.6%17.2%11.8%5.4%Media&Entertainment17.5%21.1%14.0%12.3%10.5%8.8%7.0%Lifestyle&Interior13.1%22.8%17.2%15.2%7.6%9.0%Food&Beverage14.5%15.8%17.1%13.2%11.8%7.9%Fashion20.2%26.4%21.7%13.2%9.3%1.1%1.1%1.8%0.8%1.3%0.7%TikTok Video Rates by IndustryReel Rate by Industry$0-$100$101-$250$2

64、51-$500$500-$1,000$1,001-$2,000$2,001-$5,000$5,000+25%50%75%100%Cosmetics&Fragrance25.8%20.4%21.5%15.1%9.7%4.3%Food&Bever-age6.6%13.2%27.6%14.5%19.7%15.8%Media&Entertainment12.3%22.8%12.3%19.3%15.8%7.0%5.3%Lifestyle&Interior4.8%14.5%24.8%24.8%20.7%6.2%3.4%Fashion9.3%20.9%31.0%15.5%9.3%9.3%1.6%THE AP

65、PENDIXLATER.COM23YouTube Short Rates by Follower CountYouTube Video Rates by Follower CountYouTubeFollower Range$0-$100$101-$250$251-$500$501-$1,000$1,001-$2,000$2,000-$5,000$5,000+I dont share this type of contentPrefer not to sayGrand Total5K28%27%7%5%3%0%-29%1%100%5K-15K20%14%15%6%2%1%-40%2%100%1

66、5K-50K12%14%13%9%6%2%-42%1%100%50K-100K16%13%13%12%7%1%-36%-100%100K-250K7%13%13%7%9%5%1%44%-100%250K+4%14%12%14%21%12%4%18%2%100%Grand Total16%16%13%8%6.4%2.3%0.5%37%1%100%Follower Range$0-$100$101-$250$251-$500$501-$1,000$1,001-$2,000$2,001-$5,000$5,000+I dont share this type of contentPrefer not

67、to sayGrand Total5K39%36%11%8%4%0%-2%1%100%5K-15K24%22%25%8%4%1%-14%2%100%15K-50K14%23%21%17%8%2%-15%1%100%50K-100K16%19%19%19%13%1%1%9%-100%100K-250K13%5%5%19%24%19%-8%-100%250K+0%4%4%21%11%35%16%4%2%100%Grand Total20%21%18%14%8.7%5.9%1.5%10%1%100%THE APPENDIXLATER.COM24Rates for Instagram Feed Pos

68、t by IndustryRates for Instagram Stories by Industry25%50%75%100%Fashion29.5%30.2%20.2%10.9%6.2%1.6%Food&Bever-age13.2%34.2%26.3%15.8%7.9%Lifestyle&Interior15.2%35.2%24.8%14.5%6.2%2.8%0.7%Media&Entertainment24.6%17.5%15.8%14.0%15.8%3.5%Cosmetics&Fragrance31.2%35.5%17.2%7.5%2.2%2.2%3.5%Instagram$0-$1

69、00$101-$250$251-$500$500-$1,000$1,001-$2,000$2,001-$5,000$5,000+$0-$100$101-$250$251-$500$500-$1,000$1,001-$2,000$2,001-$5,000$5,000+25%50%75%100%Cosmetics&Fragrance39.8%19.4%21.5%9.7%6.5%Fashion17.1%33.3%24.8%11.6%4.7%5.4%1.6%Food&Bever-age11.8%19.7%21.1%22.4%14.5%7.9%Lifestyle&Interior11.0%23.4%25

70、.5%22.8%11.0%4.1%1.4%Media&Entertainment21.1%12.3%26.3%8.8%14.0%7.0%3.5%THE APPENDIXLATER.COM25Additional ResourcesGo to CourseInfluencer Marketing 101:Free CourseThis course will teach you everything you need to know to run a successful influencer campaign.Read ReportInfluencer&Creator Rates Reveal

71、edWe surveyed over 500 influencers and analyzed over 31K Instagram and TikTok posts to find out exactly how much$theyre making from social media.Read Blog PostWhat Is an Influencer Marketing Platform?(+Why You Need One)Connect with creators,streamline campaign management,and report on results.Discover the benefits of having an influencer marketing platform for your next campaign.Bookmark this:THE APPENDIX