STOCKHOLM, SWEDEN - DECEMBER 2, 2024 - As a leader in influencer marketing payments and operations, Gigapay is always exploring new ways to help businesses simplify their internal processes and realize the true impact of fast and easy payments in influencer relationships. Gigapay's newly released "State of Influencer Payments 2024" Report reveals two contrasting trends: while the industry increasingly values niche creators and emphasizes compliance and prompt payments, persistent challenges remain. Many enterprise brands still struggle with rigid financial processes that limit access to smaller creators and result in payment terms that can go up to 120 days.
“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,” explains Thomas Brunner, Co-founder and CEO, Gigapay. “We see that being a blocker to most enterprise brands that come to us looking for a solution, in an attempt to maximize their influencer strategies.”
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 in 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.
“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 study conducted by Gigapay with the participation of key opinion leaders at companies such as Billion Dollar Boy, Meltwater, The Influencer Marketing Factory, and Wild, explores the impact of payment operations on the relationship between the brands and the influencers. In this study you can explore areas of focus such as compensation models, compliance and regulations, cross-border operations, payment terms, and future trends in 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 Thomas Brunner, Co-founder and CEO, Gigapay. “By building the right operational framework, brands can optimize their processes, solidify influencer loyalty, and contribute to a better future to the creator economy.”
Contact:
Mário Sérgio Rodrigues
Head of Marketing, Gigapay
About Gigapay:
Gigapay is a Swedish Fintech building a one-stop solution for compliant creator payouts. Their solution removes friction related to tax reporting, payout flows, removing the legal and administrative friction in vendor onboarding while also facilitating scalable instant payouts to a high-volume of creators for task-based digital work.
