Friday, July 4, 2025

New Data Reveals 4 Key Insights on Influencer and Creator Brand Deals


Report: How Influencers Secure Brand Deals Using Social Platforms’ Marketplaces

The world of influencer marketing is constantly evolving, with creators finding new and innovative ways to secure brand deals. According to a recent report by the American Influencer Council, social platforms’ brand-deal marketplaces, like TikTok’s Creator Marketplace, are becoming the go-to method for creators to land gigs.

For smaller, middle-class creators, these marketplaces offer easy access to brand partnerships that may have been out of reach otherwise. Qianna Smith Bruneteau, the founder and executive director of AIC, emphasized the convenience of these marketplaces, stating that they are right at creators’ “fingertips.”

The report, which surveyed 567 “career creators,” defined as individuals whose primary income is generated from social media, revealed some interesting insights. Over half of creators source brand partnerships from marketplaces on social platforms, with nearly 55% listing them as one of their primary sources for securing deals.

Additionally, the report found that almost half of creators said they need 2 to 4 brand deals a month to have a sustainable income. While 28% of respondents said they need between five and nine partnerships to make a livable wage, 46% stated that they typically need two to four brand deals a month.

Most creators reported that their partnerships with brands last a month, with longer-term partnerships being rarer. Instant payment was found to be the most common payment term for creators, with 32% receiving immediate compensation for their branded content.

Overall, the report highlights the importance of social platforms’ brand-deal marketplaces in the influencer marketing landscape and sheds light on the various ways creators are securing brand partnerships in today’s digital age.

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