Marketers face challenges when compensating creators

Key stat: 23% of marketers cite internal budget constraints as their biggest challenge when determining creator compensation, according to a February Traackr survey.

Beyond the chart:

• 34% of brand marketers worldwide allocate 26% to 50% of their creator marketing budget to paying creators, according to an August 2024 CreatorIQ survey.
• 41% of creators say payment delays are their biggest pain point when working with brands, according to a March 2025 Influencer and Crowd DNA report.
• A flat rate by campaign is the most common compensation type for US creators (31%), according to a February 2024 IPSOS report.

Use this chart: Marketers can use this chart to create internal pricing guidelines that help them better plan their creator campaigns based on available budget by streamlining compensation.

Related EMARKETER reports:

• US Influencer Marketing Forecast 2025 (EMARKETER subscription required)
• US Creator Economy 2025 (EMARKETER subscription required)

Methodology: Data is from the March 2025 Traackr "2025 Creator Pay Survey." 500 US marketers were surveyed during February 24-25, 2025. Respondents had to have partnered with creators in order to participate in the survey.