Cracking the Code on Creator Pay: Insights from SXSW 2025

The creator economy is thriving, but many creators are still struggling to get paid fairly. With no standardized rates or clear benchmarks, compensation remains a guessing game.

The result? A growing pay gap, delayed payments, and financial instability for creators.

At SXSW 2025, industry leaders tackled the messy reality of creator pay during the panel Let’s Talk $$$: Pricing Transparency and Equity in the Creator Economy.

The discussion made one thing clear—the industry has a lot of growing up to do.

Here are our key takeaways:

Problem: The creator pay gap is real—and it’s systemic

Blair Imani, content creator and founder of Smarter in Seconds, emphasized how creators from marginalized backgrounds often earn less for similar work:

“There is a pay gap between creators across gender, across race, and so having some set of standards will help to alleviate the biases that might come and infiltrate that process.”

Christen Nino De Guzman, founder of Clara for Creators, described the unregulated nature of creator pay as “the wild west,” noting that unlike the corporate world—where salary ranges help reduce disparities—there are no consistent standards for compensation.

This inconsistency leaves many creators vulnerable and unsure of how to price their work. Jamie Gutfreund, founder of Creator Vision, argued that brands contribute to the problem by failing to set benchmarks or establish clear payment structures.

Solution: Set baseline rates to ensure fair pay

To reduce disparities, De Guzman recommends that brands establish baseline rates across campaigns:

“One thing I’ve seen quite a bit recently is brands establishing a baseline rate for creators in a campaign so that you’re not paying any creator under, let’s say, $2,500 for a particular campaign.”

Problem: Intermediaries are slowing creator payments

Delayed payments are a top frustration for creators, often caused by a long chain of intermediaries, including media agencies, creator agencies, and managers.

While many brands assume they’re paying creators on time, the reality is very different explained Gutfreund:

“The brand thinks, okay, I’ve paid, but the agency doesn’t get paid for 120 days. That means that the creator and the marketing agency aren’t going to get paid for a hundred and God knows how many days.”

This lack of visibility can lead to PR disasters when creators call out brands, not realizing the issue lies further down the chain.

“The creator, the agency, the brand—all the people—should have a grown-up conversation and figure out the process.”

Solution: Brands must demand transparency in payment cycles

Brands often spend millions on creator campaigns without knowing when, or if, creators actually get paid.

“Brands need to ask: When are creators getting paid? Are they getting net 60? Net 7? Are they getting paid at all?” said De Guzman.

Pierre-Loïc Assayag, co-founder of Traackr, shared how some leading brands are starting to demand full transparency from agencies:

“Just that seemingly simple thing is completely changing their practice. Now that they know how much each creator makes, it gives them the opportunity and the responsibility to make sure this is done right.”

Solution: Direct payments

One way to avoid delays? Pay creators directly. Blair Imani described this approach as more pragmatic and equitable:

“These standards that we’re trying to set industry-wide are not about trying to remove agents or media makers. We still need this infrastructure. It’s about making sure that everyone is paid equitably and paid on time.”

Problem: Exploitative payment models

Some brands base creator compensation solely on KPIs like engagement or views. But the panel agreed: performance-only pay—without a guaranteed base rate—is exploitative.

“A lot of the larger creators know what their average yield will be, and some of them will say, ‘I’m going to guarantee you this many impressions. If I go above it, you bonus me. If I go below it, I’ll do a make-good,’” explained Gutfreund.

But for most creators, this structure is risky and unfair.

“You can’t guarantee what the return will be,” said Imani. “It’s bad for micro-creators. It’s bad for bigger creators. I really think it’s a scheme to underpay people.”

Solution: Payment structures with base pay and performance bonuses

Creators put in the work regardless of how content performs—so pay structures should reflect that. “You’re still doing the editing, still putting in the hours,” said De Guzman, pushing back on models that offer only affiliate earnings or KPI-based bonuses. 

A fairer approach? Guarantee a base rate, then layer on bonuses for strong results. It’s equitable, sustainable, and rewards creators without making them shoulder all the risk.

Why being creator-friendly is good for business

Paying creators fairly and on time isn’t just the right thing to do—it’s a competitive advantage. As Gutfreund explained, brands and agencies that prioritize equity don’t just avoid PR blowups; they earn trust and attract top talent:

“Being a creator-friendly brand is a business benefit. It is a strategy. Brands that treat creators well have a much better chance of getting the best talent.”

Creators notice when brands step up.

“It’s about the money,” said De Guzman. “Creators care about getting paid—and getting paid quickly.” 

She’s seen firsthand how setting baseline rates and reducing pay gaps earns long-term loyalty:

“That is going to go SO far with creators.”

And for younger or underrepresented creators, that support is even more important:

“Anything your brand can do to advocate for creators will go a long way.”

The takeaway? Fair, timely, and transparent pay doesn’t just strengthen your campaigns—it strengthens the entire industry.

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The future of creator payments starts with Mozaic.