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.
3 interesting implications for brands
- 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.
- 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.
- 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.
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.