Walmart and Adobe Are the Biggest Investors in Creator Content, New Study Reveals

Creators have to rely on a variety of sponsors because of the fact that this is the sort of thing that could potentially end up bringing them financial security as well as independence. However, not all brands will pay influencers and creators the same amount of money with all things having been considered and taken into account. A new report from the information sharing platform known as FYMP sought to shed some light on which brands paid the most.

With all of that having been said and now out of the way, it is important to note that Walmart and Adobe are two of the highest paying sponsors out there. On the other end of the spectrum, we had Glamnetic and Fi Collar, both of whom turned out to be the lowest payers out of all the brands that were analyzed in this research.

Other brands like Target, McDonalds as well as Nike were also counted among the highest paying options for influencers around the world. In spite of the fact that this is the case, it bears mentioning that the average pay out has started to decrease somewhat in 2023 after reaching a record breaking high in 2022.

Back in 2020, the median amount of a brand deal was somewhere around $400 or so. By 2021, it had increased to $500, after which it reached $600 as of 2022. However, in 2023, the median value of a brand deal has decreased to just $490.

This might be due to the influx of creators that are vying for the same deals. Increases in supply and an unchanged demand usually leads to prices going down, so content creators may need to work harder to make ends meet. This 18% decline year over year might even continue into 2024, and it will be interesting to see how various creators end up adapting to these pressures.

The future of the industry looks to be one of increased competition. Lower paying brands might find new avenues for exploration, whereas top tier brands will likely continue to focus on the top tier creators.

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