Creators are 'doubling' their rates as they capitalize on brands' growing interest

Seven influencer marketers told Digiday that creators' rates had risen noticeably across all platforms, although they provided a range of figures regarding the specific amount. Three of the 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.

August 04, 2025

Creators are 'doubling' their rates as they capitalize on brands' growing interest As brands move faster and spend more on creator marketing, creators are gaining both the confidence and the opportunity to raise their rates significantly — sometimes by 100 percent. Additional coverage: The creator economy is entering a new era of legitimacy and scale — signaling that investors see creators as full-fledged media worth betting on. If there's one thing technology has enabled, it's the ability for smaller media agencies to build out tech stacks in ways that let them execute in a similar fashion to the big holding companies. How Indies use those tools largely determines their success rate and reputation. (This story is a Digiday+ member benefit. For full access, consider subscribing). With President Trump's One Big Beautiful Bill (OBBB) now law, HR departments across the country are scrambling to understand what this sweeping legislation means for their daily operations. From sister site, Modern Retail: American Eagle appears to be working with a crisis PR firm amid Sydney Sweeney ad backlash. ICYMI: WTF does 'agentic' AI actually mean for advertisers, agencies and publishers? Other things to know about Today is your last chance to save on passes for the Digiday Publishing Summit, taking place September 15-17 in Miami. Join us for the opportunity to connect with leaders from Forbes, Axios, ESPN and more. Modern SSPs are going beyond display to help advertisers reach audiences wherever they are — whether it's CTV, digital OOH, mobile, desktop or audio. Sponsored by Media.net. While marketers may not have previously thought to explore in-flight advertising, in many ways, it echoes elements of contextual and geo-based targeting tactics. Sponsored by Viasat Ads. Top Stories Ivy Liu The Creator Economy Creators are 'doubling' their rates as they capitalize on brands' growing interest Seven influencer marketers told Digiday that creators' rates had risen noticeably across all platforms, although they provided a range of figures regarding the specific amount. Three of the 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. howdy! The Creator Economy In graphic detail: Inside the creator economy's M&A boom The creator economy is entering a new era of legitimacy and scale — signaling that investors see creators as full-fledged media worth betting on. Advertisement Sponsored by Tunnl Virtual event: Data-driven strategies for moving audiences from hesitancy to action Join this virtual event on Aug. 20 at 1 p.m. ET, or watch on demand, for actionable insights on executing smarter, safer and more effective audience targeting in today's complex environment. howdy! Evolving Agencies Media Buying Briefing: For a small independent, Butler/Till is innovating on a number of levels The independent has crafted bespoke tools for its clients that enable innovation and local execution – and it just hired a chief product officer to oversee them. Sponsored by Experian Marketing Services How taking a unified campaign approach helps brands exceed benchmarks A unified campaign strategy uses the same consumer identity across planning, activation and measurement to connect ad exposures to real-world outcomes — from online conversions to in-store visits — improving ad budget efficiency and campaign performance. howdy! Future of Work From immigration to AI, what companies need to know about Trump's One Big Beautiful Bill The changes ahead are both immediate and far-reaching, touching everything from immigration compliance to workplace culture and AI governance. Advertisement Sponsored by DXC Technology How AI and human intellect will drive marketing's future AI is reshaping the marketing playbook, but it can't create product demand. A human touch is needed to unlock AI's full potential and give marketers the freedom to focus on strategic priorities, not siloed work. howdy! Generative AI Mythbuster: Here's what 'agentic' AI actually means for advertisers, agencies and publishers Agentic is the AI buzzword of the moment. Here’s what it actually means for agencies, advertisers and media owners – and where it is and isn’t actually being used. howdy! Marketing on Platforms As YouTube Shorts reaches 200 billion views, advertisers increase their investment In Q2 2025, Shorts averaged over 200 billion daily views, and ad dollars typically follow attention. All Latest Stories

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