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The Creator Pay Gap Survey

Influence & Income: 
The Creator Pay Gap Survey

Beyond follower counts and polished brand decks, what’s really happening behind the scenes when it comes to casting decisions, compensation and partnerships? We want to better understand the realities creators face, from pay disparities and unclear expectations to the standards shaping who gets opportunities and why.

Your perspective can help uncover gaps, challenge outdated norms and push the industry toward greater fairness, accountability and transparency. By sharing your experience, you’re contributing to a broader conversation about how the creator economy can evolve for the better. All responses are completely anonymous. Our goal is to spotlight systems, patterns and industry practices, not individuals. If you’re ready to help drive meaningful change, we’re ready to listen.
I'm ready to drive meaningful change
I'm ready to drive meaningful change
360° Social-First Agency

Fuelling brand growth through social-first
strategies that turns moments into results

You can’t guess your way to the top of the social ladder. That’s why we created Connect Agency, a leading influencer marketing agency in London. From managing talent and crafting game-changing creator strategies to producing scroll-stopping content, we’ve got every angle covered.

As a specialist influencer marketing agency, we deliver end-to-end influencer campaign strategy, from talent sourcing and creative planning to execution and reporting. Our dedicated influencer talent management team connects brands with the right creators, ensuring campaigns are authentic, data-driven, and designed to drive real impact across platforms like Instagram, TikTok, and YouTube.

Everything we do is designed with social at the core. The result? Audiences that engage, resonate, and stick around for the long haul. Just one of the many reasons we’re considered a standout influencer marketing agency in the UK.

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Agency Survey

Influence & Income:
The Creator Pay Gap Survey 

Step 1 of 7

Section 1: Process

What are the top three factors you consider when selecting creators for a campaign? *

How often do conversations about representation or inclusive casting come up when building a creator shortlist? *

Do creators from different backgrounds receive equal consideration for general (non-diversity-focused) campaigns? *

Have you seen “brand fit” used in a way that may disadvantage certain creator groups? *

Please explain if you’d like ...

How confident are you that your creator selection process minimises unconscious bias? *

Do you ever adjust benchmarks (e.g., audience location, engagement expectations) to ensure fair consideration across different communities? *

What adjustments do you apply?

Section 2: Budgeting & Rates

How are budgets typically distributed across creator tiers (nano, micro, mid-tier, major), and what variables influence allocation? *

How confident are you that creators are paid equitably for similar deliverables and audience size? *

How transparent are your campaign budgets when discussing rates with creators or their management? *

Have you seen a creator’s identity, aesthetics, or cultural positioning influence how their rate was set or negotiated? *

How often do clients push back on rates differently across creators with similar metrics? *

Section 3: Working with creators

How confident are you that your team has the cultural understanding needed to work effectively across different communities? *

What matters most when working with creators from different communities or backgrounds, including accessibility needs? *

Have brands ever requested changes to a creator’s appearance, tone, or content style to align with a brief? *

Section 4: Industry Improvements

What structural challenges limit some creator groups from securing long-term partnerships? *

What two changes would most improve fairness in creator selection and compensation? *

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From managing talent and crafting game-changing creator strategies to producing scroll-stopping content, we offer end-to-end influencer marketing services UK brands trust. Book a free strategy session to unlock the full potential of your next campaign.
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From managing talent and crafting game-changing creator strategies to producing scroll-stopping content, we offer end-to-end influencer marketing services UK brands trust.

Book a free strategy session
Book a free strategy session

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