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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Your perspective can help uncover gaps, challenge outdated norms and push the industry toward greater fairness, accountability and transparency.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
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Bridging the gap between social-first creators 
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We partner with social-first creators who want to earn a living off the back of their own brilliance. To make it happen, you get a whole influencer management team working for you who’s as obsessed with your success as you are.

As a full-service influencer management agency, we represent a curated roster of creators and help them build long-term, commercially successful partnerships with leading brands. From campaign negotiation and brand alignment to content strategy and growth planning, we support creators at every stage, ensuring they thrive creatively and commercially across platforms like Instagram, TikTok, and YouTube.

For brands, we build bold, creative, social-first campaigns, connecting you with your industry’s most influential creators. We manage over 150 social-first creators across diverse sectors. Whatever the brief, we have the talent.
 

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Creator Survey

Influence & Income:
The Creator Pay Gap Survey 

Step 1 of 20

Section 1: About You

This section asks questions about you, your niche, and how you exist online as a creator.

What is your age? *

What is your gender identity? *

Gender Identity: self-describe

What is your ethnicity? *

Ethnicity: Other

Do you identify as disabled or as having a long-term condition? *

What type of disability or long-term condition?

What type of disability or long-term condition: self-describe

What is your sexual orientation? *

What is your sexual orientation: self-describe

Where are you based? *

What country are you based?

Which platforms do you mainly create on? (Select all that apply) *

Other Platforms

What is your primary niche? (Select up to 2)

Other Niche

What is your total audience size across all platforms? *

What percentage of your audience is UK-based? *

How long have you been creating content?

How would you describe your current stage as a creator? *

Are you represented by an agency or manager? *

Do you work another job alongside content creation? *

Roughly what percentage of your income comes from brand partnerships? *

Do you feel any parts of your identity influence how you are cast or paid? (Select all that apply)

Please share more if you’d like:

Section 2: Campaign Access & Casting

This section focuses on your experience working with brands and how identity may shape casting and campaign experience.

In the last 12 months, how many brand campaigns have you worked on? *

Have you ever felt selected mainly because of your identity rather than your creative work? *

Have you ever been included in a campaign specifically focused on diversity or representation? *

What made it feel that way?

Have you ever been left out of a campaign where creators with similar audience size and experience were selected? *

Do you feel brands apply the same standards of “brand fit” to all creators? *

Have you ever been asked to change how you look, speak, or present your content to fit a campaign brief? *

What kind of change?

How often do brands ask you to create content linked to your culture, background, or community? *

Would you like to include your culture, background or community more in your branded content *

Have you ever declined a campaign because you felt uncomfortable with how you were being represented? *

Section 3: Business Experience

This section asks about the practical realities of partnerships: briefs, budgets, and working process.

How important is it for campaign details to be clear, ahead of agreeing to a job (e.g., deliverables, deadlines, content usage)? *

What are the priority details that you need to be aware of prior to agreeing to a job (e.g. )? *

How do you prefer to receive campaign briefs? *

Have you experienced late payment (more than 30 days after agreed terms) in the last 12 months? *

Have you ever been removed from a campaign without a clear explanation? *

Overall, how professional have the agencies you’ve worked with been? *

If you are represented, how confident are you in your manager at negotiating on your behalf? *

Do you feel you receive long-term partnerships at a similar rate to creators with similar audience size and engagement? *

Have brands ever expected you to speak on cultural or social issues because of your identity? *

How open are brands or agencies about campaign budgets when discussing rates with you? *

When working on campaigns (e.g. shoots, events, production requirements), do you feel your access needs are considered? *

If you’d like, share an example

Section 4: Pricing & Value

This section focuses on pricing, negotiation, and usage rights. We won’t ask for precise amounts, only ranges.

Thinking about your last 5 paid brand deals, what was your typical fee per single deliverable (e.g., one post or video)? *

How do you usually decide what to charge for a campaign? (Select all that apply) *

Other Campaign

Have you ever been offered gifting-only for work that later went to paid creators? *

How often are you asked for paid usage rights (e.g., ads, whitelisting)? *

When usage rights are requested, how clearly is the extra payment explained? *

Do you feel you understand what “usage rights” mean when they are included in a contract or brief? *

Do you feel brands negotiate your rates more aggressively than other creators with similar audience size? *

Have you had to lower your rate to secure a campaign? *

Do you charge additional fees for exclusivity (or adjust your rate because you can’t work with competitors)? *

What factors influence this? (e.g., duration, category, brand size, alignment)

Overall, do you feel your work is valued fairly? *

Section 5: What Needs to Change

We want to hear your perspective on how the industry can change.

How important is it to have management that understands your background and lived experience? *

What do you most want teams to understand?

If you could restart your creator journey, what do you wish you had known earlier? *

What are the two most important things you want agencies to improve? *

What are the two most important things you want brands to understand about working with creators like you? *

What support would help you feel more confident in pricing and negotiation? (Select all that apply) *

Other

What long-term change would make the creator industry more fair? *

Would you be open to a follow-up interview?

Email *

Have you worked on a campaign where your identity was meaningfully and positively integrated into the creative? *

What made it work well?

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