Subscribe & Follow
#CannesLions
- Day 3: Grande Prix and Gold winners announcedDanette Breitenbach
- TBWA\Hunt\Lascaris’ The Riky Rick Foundation's Stronger wins Silver LionDanette Breitenbach
Trending
- MultiChoice mourns the death of Nkateko MabasoKarabo Ledwaba
Jobs
- Junior Digital Marketer Potchefstroom
- Social Media Manager and Strategist Cape Town
- Marketing Director Hazyview
- Innovative sales Consultant Mbombela
- Social Media Manager and Business Development Lead Johannesburg
- Inside Sales Representative Barberton
- Sales Associate Mbombela
- Call Centre - English and Portuguese Cape Town
- Independent Sales Agent Mbombela
- Sales Assistant Nelspruit
Product drops don’t pay the bills: The unseen struggles of influencers
![Emma Odendaal](https://biz-file.com/c/2406/739942-700x393.jpg)
The payment predicament
Many influencers draw a stark comparison: you wouldn’t pay your doctor or plumber with a product, so why should it be acceptable for influencers? Creators aiming for a career, or a viable side hustle deserve equitable payment for their services. Yet, all too often, they receive products from “exploitative” big-name brands in exchange for their hard work. A box of toothpaste won’t cover school fees or rent.
The "F You Pay Me" app*
Across the pond in the US, the app “F* You Pay Me” emerged “born out of rage.” Created by Lindsey Lee, it serves as a platform for influencers to compare and rate brands and agencies based on their payment practices. One of Lee’s favourite lies encountered during negotiations? “We don’t have a budget.” Translated, it means they have no budget for you - the influencer.
Dentsu Creative South Africa’s approach
At Dentsu Creative South Africa, we’ve taken a stand. We believe in paying creators and influencers a market-related fee for their services. Why? Because it’s good for our client’s business, benefits the creators, and contributes to the broader creator economy. Our approach involves a mutually beneficial partnership, complete with clear terms of agreement. Accountability and repercussions exist for non-delivery or any breach of conditions.
As further investment into the growth of the industry, in February of this year we launched the Dentsu School of Influence, a programme for aspiring creators, equip them with the training and skills needed to succeed, not just as content creators but as business owners, and provide them with the tools demand appropriate compensation.
The Ripple Effect
While not all businesses will immediately have the means to pay influencers, our position has a network effect. As more brands and agencies follow suit, the industry shifts. Creators gain confidence, knowing their value extends beyond mere product exchanges. Fair compensation becomes the norm, and the influencer ecosystem thrives.
In conclusion, let’s recognise that influencers are more than walking billboards. They’re content creators, storytellers, and brand ambassadors. Let’s pay them fairly, ensuring that their passion and dedication translate into sustainable partnerships and growth for all.
About Emma Odendaal
Emma Odendaal is the content strategy director at Dentsu Creative.- Africa's creative future: Leading the world through innovation and collaboration12 Jun 11:10
- Product drops don’t pay the bills: The unseen struggles of influencers06 Jun 12:15
- The future of Africa's automotive industry: Key insights and trends28 May 13:50
- The power of place in modern marketing23 May 09:10
- Amazon is here: Dentsu South Africa is ready!22 May 09:45
![](/res/img/s.gif)