The Business of Influence: 
2025 Creator Compensation Trends

The reality of creator pay

In this report, we dive into responses from 1,005 U.S.-based creators who make either a full-time or part-time living from producing branded content across various platforms.

Here’s what you’ll learn:

• Who 2025’s creators are and how they make their money

• Compensation breakdown across platforms like Instagram, TikTok, and beyond

• Best practices for working with creators and how brands can build better, higher-impact partnerships

The state of the creator economy in 2025

The creator economy isn’t slowing down—it’s evolving at the speed of social, and 2025 will mark a shift in how creators work, charge, and collaborate with brands.

Every insight in this report is backed by a thoughtful, transparent research process. We surveyed 1,005 creators from Later’s creator network and broader creator community. The goal? To capture a wide range of voices across income levels, industries, and audience sizes—and make sure our findings reflect the real state of the creator economy.