Our most recent webinar focused on how to assess fair pay, measure influence, and define value in today’s evolving creator economy. Courtney Vanpraag, affiliate coach at impact.com, moderated a dynamic conversation with Charlie Hart, chief growth officer at Trend; Mauricio Abascal, managing director at Untitled Secret; and Deneka Dosant, director of talent at Kensington Grey. They broke down how brands and talent managers are navigating the evolving landscape of creator compensation, and shared insider tips and actionable strategies to ensure fair value on both sides of the table. 

The takeaways: 

• Begin by defining the campaign goal—whether it’s messaging, driving conversions, supporting a tentpole event, etc.—and select creators who can deliver on that objective. There’s rarely a single way to measure a creator’s value, so alignment with your campaign’s ultimate goal is key.
• Factor in production value and creative effort. The amount of work a creator puts into content, alongside their reach and audience alignment, is just as important as short-term performance metrics.
• Clear scope and deliverables are crucial for determining fair compensation. Knowing what’s expected helps creators price their time fairly and gives brands confidence in receiving the deliverables outlined.
• Relationships matter: creators often adjust their rates for brands they love or find mutually fulfilling. 
• Long-term partnerships typically deliver stronger results over time, particularly for conversions and sales. However, starting with a short-term collaboration can be wise to ensure a good fit before committing to longer agreements.
• Agencies are essential connectors, linking brands to creators and opening doors for repeat collaborations. Their relationships can streamline opportunities and maximize value for both sides.
• Blending creator pay with affiliate marketing works for creators who excel at driving sales, but isn’t a fit for everyone. Some creators’ audiences engage more with storytelling and inspiration than direct purchasing. Testing affiliate performance beforehand helps inform negotiations.
• Measuring success usually requires multiple KPIs—engagement, reach, conversions—though sometimes one standout metric, like a sales lift or incremental value, can clearly demonstrate impact.
• Keeping collaborations fresh involves trust and creativity. Brands should treat creators as partners and should be informed of things like campaign goals, product launches, and creative decisions. Always allow them space to innovate and create for their audiences.
• AI and emerging tools are supporting talent managers, agencies, influencers and brands by improving analysis, ideation, and efficiency, but cannot replace the human creativity and instinct that make authentic content resonate.
• Overall, the shift in power toward entrepreneurial creators means brands must approach them as business partners, not just paid media, to maximize impact and build sustainable relationships.