Although the influencer payment industry is increasing the value of niche creators and emphasising compliance and prompt payments, challenges still persist. According to Gigapay, the influencer marketing payments and operations firm, many enterprise brands struggle with rigid financial processes that limit access to smaller creators and result in payment terms that can go up to 120 days.
The new findings were revealed in the Gigapay State of Influencer Payments 2024 report. Conducted by Gigapay with the participation of leaders at companies such as Billion Dollar Boy, Meltwater, The Influencer Marketing Factory, and Wild, the report explores the impact of payment operations on the relationship between the brands and the influencers. It looks at focus areas such as compensation models, compliance and regulations, cross-border operations, payment terms, and future trends in influencer marketing.
As new regulations emerge and influencers become more vocal about their negative experiences with multiple brands online, the report explores some of the rising issues such as payment delays, compliance hurdles in cross-border transactions, and the complexity of making payment terms faster in bigger corporations.
Through selective interviews with experts in the industry from both agency and brand side, Gigapay equips companies with best practices to unlock the full potential of their influencer partnerships in 2025.
Building stronger communities
Thomas Brunner, co-founder and CEO, Gigapay
“Marketers today understand the importance of influencers to their brand and performance strategies,” said Thomas Brunner, co-founder and CEO, Gigapay. “However, to achieve great results with influencer marketing, there must be processes in place that allow marketers to test and work with the influencers they see fit – a real challenge for enterprise brands.”
In a quest to build stronger communities, user generated content (UGC) continues to grow in popularity amongst brands. This increased demand for authentic content has put nano and micro-influencers in the spotlight, not only increasing the price of the segment, but creating a sense of FOMO to brands who can’t get access to their content expertise.
“The bigger the corporation, the harder it is to work with a creator without a registered business,” adds Brunner. “We see that being a blocker to most enterprise brands that come to us looking for a solution, in an attempt to maximise their influencer strategies.”
Sustaining creativity and improving relationships
Raiha Buchanan, co-founder and CXO, Gigapay
“Influencer payments is not only about money transactions, it is a coordinated dance between marketing, legal, and finance,” explained Raiha Buchanan, co-founder and CXO, Gigapay. “We recommend companies to adopt integrated systems that streamline financial and legal processes, for sustaining creativity and improving relationships, essential aspects for building strong and lasting communities with influencer marketing.”
“This report is not only a call to action for marketers, but to all stakeholders involved, to reassess their influencer strategies and operations for 2025,” emphasised Brunner. “By building the right operational framework, brands can optimise their processes, solidify influencer loyalty, and contribute to a better future to the creator economy.”
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