Why Instagram's 'Creator Marketplace' has left many influencers twiddling their thumbs instead of scoring brand deals
to help them benchmark payments — even some smaller influencers find the rates unreasonable.
Brands themselves are the ones setting the rates, not Instagram. And low pay rates on a platform-run marketplace aren't just an Instagram issue. "Creator marketplaces should provide a more equitable way for the creator middle class to source opportunities," said Qianna Smith Bruneteau, founder of the American Influencer Council."Instead, these marketplaces can be exploitative hubs for creators less seasoned with contracts and creative terms of use."
Brittany Dke, for instance, said she uses the marketplace as a tool to see what brands are hiring influencers for campaigns and curates outreach — beyond the app — accordingly. Other creators echoed Dke. Najm Loyd, a creator who told Insider in September that he had inked a deal through the marketplace, said he hadn't used the marketplace for another deal since."I never see big brands on here," creator Sarah Gavilla said.
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