The creator economic system is surging previous $10 billion in US model spend. Nevertheless, because the trade matures, many entrepreneurs are nonetheless struggling to handle creator partnerships with the required construction and accountability.
The problem? Most manufacturers nonetheless don’t have a transparent view of what they’re paying creators or what they’re getting in return. The issue isn’t effort—it’s infrastructure.
Essential information lives in spreadsheets, company decks, and siloed instruments. With out a unified system, it’s almost inconceivable to see what content material is performing or the place to speculate subsequent.
That’s why creator pay transparency issues. In fact, it’s about equity—and that’s non-negotiable. Nevertheless it’s additionally about constructing a better system that works higher for everybody.
When manufacturers deliver construction to how they pay creators, everybody wins.
Creators get the consistency and respect they deserve. Manufacturers get the readability and efficiency they should develop.
Take heed to specialists at SXSW discuss why creator pay transparency is a enterprise crucial for manufacturers.
Why Manufacturers Nonetheless Battle to Observe Creator Worth
Many advertising and marketing groups already accumulate creator information however lack the instruments to make use of it successfully.
With out transparency, manufacturers throughout the identical firm usually pay the identical creator completely different charges. Fee strategies differ by area, companies use inconsistent benchmarks, and inner groups lack visibility into what different manufacturers are doing—in order that they miss the possibility to be taught from what’s working.
“Most manufacturers suppose they’ve processes in place, however what they’ve are workarounds.” —Jamie Gutfreund, Founding father of Creator Imaginative and prescient
Outdated Requirements Are Holding Manufacturers Again
“When creators ask, ‘How a lot ought to I cost?’ and even we don’t have a transparent reply, that’s an indication the trade wants requirements.” —Christen Nino De Guzman, Founder & CEO of Clara for Creators
In eMarketer’s US Creator Financial system 2025 report, powered by Traackr, 87% of entrepreneurs mentioned pay transparency would enhance influencer operations. But solely a small quantity have adopted clear requirements. Much more putting: almost one in 5 entrepreneurs nonetheless use follower depend to find out pay—a metric that claims little about affect or outcomes.
The shortage of requirements creates a ripple impact:
Negotiations drag on as a result of nobody is aware of what “honest” seems to be like.Budgets get misallocated when excessive charges aren’t tied to efficiency.Inside inconsistency grows—the identical creator would possibly receives a commission completely different charges by completely different groups throughout the identical group.Creator churn will increase as a result of manufacturers don’t observe or reward excessive performers in a structured means.
In actual fact, solely 49% of entrepreneurs observe creator retention in any respect. Meaning half of manufacturers are probably letting high expertise stroll away—repeating pricey onboarding cycles with out constructing long-term worth.
“It’s not simply concerning the paycheck. It’s about if you receives a commission, what number of palms the cash goes by, and the way constant the method is.” — Blair Imani Ali, Content material Creator and Founding father of Smarter in Seconds
What Pay Transparency Unlocks For Model Development
Manufacturers that standardize how they compensate creators transfer quicker, spend smarter, and construct higher partnerships.
With visibility into prices and outcomes, they’ll reply to developments rapidly, reinvest in what works, and earn creator loyalty by honest, well timed practices.
“Begin saving your information. Begin requiring transparency. That’s the way you construct assured funding circumstances.” — Pierre-Loic Assayag, CEO & Co-Founding father of Traackr
The place To Begin
Transparency isn’t a mindset it’s an working mannequin. It requires clear tips, aligned groups, and accountability.
Manufacturers ought to:
Outline compensation requirements Maintain company companions accountable.
Companies ought to:
Disclose creator feesShare information that permits manufacturers to trace funds, outcomes, and retention throughout campaigns.
Creators usually ask for higher phrases however with out techniques that assist transparency, they nonetheless don’t get the knowledge they want. Manufacturers and companies have to step as much as make actual progress.
“Transparency shouldn’t scare you. Your aggressive edge is execution, not secrecy.” —Jamie Gutfreund, Founding father of Creator Imaginative and prescient
Pay transparency is now not a nice-to-have—it’s a aggressive benefit.
For those who’re nonetheless managing creators in spreadsheets, you’re not prepared for what’s subsequent
The manufacturers that spend money on transparency and construction will acquire velocity, perception, and long-term benefit. Those that don’t will keep reactive spending extra with out getting smarter.
Managing creator funds, efficiency, and partnerships would not should be messy. Platforms like Traackr assist manufacturers centralize their creator information—giving groups real-time visibility into spend, efficiency, and retention throughout all campaigns and areas
