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It’s pretty intuitive that brand deals are the main source of income for most creators. 

This Influencer Marketing Hub survey data turns that “most” into a specific number: 77% of 2,000 creators. 

But there’s more to it than that. 

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3 interesting implications for brands

1. The alternatives to brand deals are pretty meager. Creators named brand deals as their main source of money 3x more than all other income sources combined.
2. Influencers aren’t performance marketers. Despite the profusion of affiliate links and codes and swipe-up stories, 95%+ of influencers make more money selling top-of-funnel awareness than conversions. 
3. Few influencers can compete with their sponsors. Some of the biggest ones may have launched their own DTC products — like Emma Chamberlain’s Chamberlain Coffee — but that’s still a rarity. 

Our takeaway?

Most creators stay financially afloat by driving awareness to outside brands. 

They can monetize their audiences directly — through courses, DTC launches, and even regular old merch — but it’s not that lucrative. ‍

Yet.