The 5 highest and lowest paying brands in influencer marketing, based on data from 16,000 creator reviews

• Influencer sponsorship review platform FYPM ranked the five highest and lowest paying brands.
• Walmart and Nike were among the top paying, while Javy Coffee and NA-KD were among the lowest.
• Here are all 10 brands, and how FYPM collected the findings for its latest study.

As more influencers advocate for pay transparency, creator startups are building tools to help collect and share pay data with the creator community.

F*** You Pay Me, a platform for creators to anonymously review brands, recently published a creator pricing report for deals on Instagram and TikTok. The crowdsourced brand reviews include data on average compensation based on follower count and platform, and the average cost of exclusivity and usage rights.

Using the platform, influencers and talent managers can anonymously review the brands they’ve worked with, and see how much others have been paid for similar deals. Each review is approved (or denied) by the FYPM team, and when a new member submits an application, they are required to either attach links, or submit screenshots with either proof of payment, deliverables, or communications with the brand, to verify the deal.

The highest-paying brands in FYPM’s most recent report were larger household names, like Target and Nike. The lower-paying brands were often small-scale DTC startups, like Glamnetic and Javy Coffee.

FYPM’s report is based on data from 16,010 crowdsourced brand deal reviews submitted by FYPM creators, with about 7,279 brands. A majority of the reviews were for deals that took place in 2022. The data is primarily from US-based creators, with a few reviews from creators in the UK and Canada.

These were the 5 highest-paying brands in the report: 

1. Walmart
2. Adobe 
3. Target
4. McDonalds
5. Nike 

These brands consistently exceeded industry benchmarks, like high payments, when it came to creator compensation, according to the report. 

These were the 5 lowest-paying brands in the report: 

1. Javy Coffee
2. NA-KD
3. Glamnetic 
4. Fi Collar 
5. Maree

These lowest paying brands had a track record for low payments and consistently paid creators below industry standard, according to the reviews in the report. 

In January, FYPM published a list of the best and the worst brands to work with, based on data from 9,578 responses from influencers on its platform.

At the time, Adobe was at the top of the “best” list, and garnered good feedback about its relationships with influencers. FYPM CEO Lindsey Lugrin said one example of an influencer campaign with Adobe included an influencer who was a student, who said in a review that Adobe was able to work well with their class schedule, especially during final exams.

In its most recent report, FYPM once again asked creators to rate the brands they’d worked with. FYPM collected responses from over 10,000 creators with reviews from over 7,000 brands. These creators rated their experiences working with brands on sponsored content for Instagram and TikTok. The scores range from 1 to 5, with 5 being the highest — or most positive — rating. 

These were the highest-rated brands:

1. Sunday Riley (5.00)
2. Good American (4.95)
3. Good Molecules (4.93)
4. Topicals (4.87)
5. Lancome (4.86)

These were the lowest-rated brands:

1. NA-KD (3.11)
2. Glamnetic (3.16)
3. The Coldest Water (3.16)
4. Fashion Nova (3.23)
5. Kurgo (3.29)