“If not, they can request full ownership of the content and suddenly it’s on a billboard or in print advertising. Instead of getting paid for the full mileage of the content, you only get paid for the creation. If brands want full ownership, they need to pay a fair rate for it.”
Green flag: A detailed creative brief
Providing a full campaign brief with details on project scope, deliverables, band data timelines and payment terms is how brands put their best foot forward with content creators.
“A detailed creative brief tells me a brand has taken time to create a vision and that they’re partnering with me to bring that vision to life,” says Powell. “It tells me that the request is well thought out.”
The most common challenge marketers face when working with creators is budget. Pushing out payment terms can be a tempting way to secure content while waiting for cash flow. However, it can cost you future partnerships in the long run.
A graph from the Sprout Social Creator Economy data report that reads "Marketers' main challenges when working with creators." Various data points are available in the graphic, including 45% of respondents say budget.
“This is my biggest red flag,” says Powell. “I’ve seen agreements where the payment terms are 60 days out. That’s unfair to the person doing the work for you. Industry standard is net 30 days, but I always ask for net 15.”
Transparency platforms like Clara for Creators are giving creators space to share experiences with brands. To make sure your company is discussed in a positive light, be sure to pay creators on time.