Transparency is fueling a surge in creators' sponsorship rates

"Creators' sponsorship rates have climbed - sometimes doubling in the past year - with marketers calling it a natural market correction amid advertisers' rising demand for creator inventory. But four creators told Digiday that this rise in rates has been driven in part by a new wave of transparency, with creators openly comparing sponsorship deals and brand usage of their content for the first time."

""The first collaboration that I ever did, I was paid in $200 gift cards that I had to spend on a product for the video - and I had 150,000 followers," said TikTok creator Millie Ford. "No one had told me how much to charge, and no one knew the platform. Now, people are so much more open about it, because they know that if other people are under-charging, then it ruins it for everybody.""

"Creators' discussions of how exactly they calculate their pay rates have also grown more detailed in 2025, according to creator Gigi Robinson. She and her peers have benefited not only from sharing how much brands were paying them, but also the specifics behind their sponsorship negotiations, including why and how they can charge their specific rate. For example, she said she is able to charge more for brand partnerships with advertisers in the professional or B2B sector, since this is her preferred niche."

Sponsorship rates for creators increased in 2025, with some rates doubling amid rising advertiser demand for creator inventory. Marketers characterized the change as a market correction driven by higher ad demand. Creators attribute part of the rate increase to greater pay transparency and open comparisons of deals and brand usage. Discussions now include detailed breakdowns of how rates are calculated and why creators can charge different prices based on niche value. Creators in professional or B2B niches report being able to command higher fees due to specialized, tactical audience value. Some brands remain uncertain about pricing norms.

Read at Digiday