CreatorIQ data: brands rank fit over follower count, but pay says otherwise

Marketing Dive’s Sara Karlovitch reports that CreatorIQ’s new survey of over 5,000 creators finds suitability tops brands’ partnership criteria, with follower count ranked last. Yet follower count remains the strongest predictor of creator pay on Instagram, YouTube and TikTok.

Why it matters. Brands claiming fit over reach still pay by the numbers, leaving creators to negotiate against a metric buyers say they no longer prioritize.

Signal from marketingdive.com · Sara Karlovitch · read the original.

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