A new analysis from the American Influencer Council (AIC), Canopy for Creators, and HypeAuditor sheds light on the current state of brand partnerships in the creator economy. The “Decoding Brand Deals” report is based on a survey of 567 full-time and part-time career creators conducted from February 20 to March 31, 2024. Here are the six key findings from the research:

Social Media Marketplaces Lead Partnership Sourcing

The report reveals that social media marketplaces are the primary mechanism for career creators to source brand partnerships. Analysts found that 54.5% of respondents primarily use social media platform brand marketplaces, such as Instagram, TikTok, or YouTube Partner Program, to secure brand collaborations.

2-4 Monthly Brand Deals Needed for Sustainable Income

The survey highlights the number of monthly brand deals required for creators to achieve a sustainable income. Nearly half (46.4%) of the surveyed creators stated they need between 2 and 4 brand deals per month to sustain themselves financially. Additionally, 28.4% require 5-9 monthly deals, while 16.6% can maintain a sustainable income with just one deal per month.

“The path to financial freedom is highly complex and can be inconsistent. Creators must be resilient in a constantly evolving ecosystem,” the report reads.

Audience Alignment Tops Partnership Priorities

When evaluating brand partnership opportunities, creators prioritize aligning with their audience’s interests and values. According to the research, 79.7% of respondents consider this criterion most important, underscoring that authenticity is key in brand collaborations.

Instant Payment is the Most Common Payment Term

Analysts have discovered that instant payment is the most common payment term creators receive from brands. Specifically, 32.1% of creators reported receiving instant payment, making it the most popular payment arrangement. Additionally, 28.9% receive payment within 30 days, and 18.6% within 15 days.

Unclear Briefs Are Biggest Partnership Challenge

Per the report, an unclear or misaligned creative brief from the brand poses the biggest challenge for creators in executing successful brand partnerships. A notable 29.6% of respondents cited this as their primary obstacle. Other significant challenges include multiple rounds of feedback and revisions from the brand (21.5%) and changes in platform algorithms (19%).

Few Creators Convert One-Time Deals to Repeat Work

AIC and company highlight a potential opportunity for brands to prioritize creator retention. Only 7.9% of creators surveyed can convert a one-time brand partnership into repeat work 100% of the time. Furthermore, 29.5% can achieve this less than 10% of the time annually.

“The second volume of our trend report reaffirms that cultivating a culture of equitable and mutually benefiting collaboration between brands and career creators is vital to the sustainability of influencer marketing,” says Qianna Smith Bruneteau, AIC Founder and Executive Director. “Professional safeguards for career creators must also mature simultaneously and be prioritized by platforms, brand marketers, casting agents, and creative agencies.”

“This year’s findings reinforce the increasing need for career creators to invest in building long-term relationships with brands,” adds Canopy founder Ayomi Samaraweera. 

Read the full report here.