Exposure Doesn't Pay the Bills

? Sponsored by impact.com ?

Want to build stronger relationships with creators? Check out impact.com’s research report, The Secrets to Thriving Creator-Brand Partnerships, created with AdWeek.

This report dives deep into what creators really want—clear communication, fair compensation, and long-term, mutually beneficial partnerships. If you’re a brand or marketer looking to create successful creator partnerships, download the full report here.

If you haven't listened to Stop the Scroll (or the latest episodes), you're reaaally missing out. In some of the newest episodes, I chatted with:

? Tobi Oluwole : How he leverages LinkedIn as a creator and a founder

? Qetsiyah Jacobson : The pay gap between influencers and why we can't keep sweeping it under the rug

? Casey Hill : The incredible influencer program he's building from the ground up at ActiveCampaign

Check out the podcast here. ???

Without further ado, let’s dive in!

?? The Exposure Trap

Last year, a pretty cool company approached me with an opportunity:

• 6-month partnership
• 2-3 LinkedIn posts/month
• Blog & newsletter content written by yours truly (with proper credit, of course)

After a good conversation, I asked for their budget. The catch: "We don’t have a budget right now, but you’ll get great exposure!" I respectfully declined.

Exposure can be a slippery slope—I believed this loooong before I started creating content. As a marketer, it's a tough spot to be in. Sometimes we're tasked with building the world's most successful, creative campaign with a shoestring budget.

I've worked on campaigns with $500k budgets and others with $150/month. Regardless, I was expected to find awesome creators and drive results. It's a fun job, but it can be an uphill battle.

The goal is not to convince creators to accept 'exposure' as payment. It's to explore creative ways to collaborate that bring value to both sides.

And as a creator, it's easy to fall into the trap of thinking that just one unpaid gig will lead to paid opportunities. But this doesn't always happen. And sometimes, you end up working with a brand for free for... a while.

???? For the Creators

Let’s not forget, the content you create is your intellectual property—your brand. And your brand is worth something. Companies are coming to you because they see value in what you bring to the table. If they’re profiting from your work, why shouldn’t you?

?? Putting My Marketer's Hat Back On

Here are some ways I've navigated lean budgets as a marketer and content creator:

• Project-Based Collabs: I opted for smaller-scale projects—like a blog post or social media mention—rather than a full campaign. It’s cost-effective and still impactful.
• Curated Experiences: Sometimes, exclusive access or special invitations can be as enticing as cash. I once hosted a popup for a wellness brand and invited micro-influencers to hang out, try our new products, and enjoy a night of live music & good vibes. No pressure to post, no contracts—just an opportunity to connect.
• Gifting: I've offered products & gifts in exchange for honest reviews and unboxing content. This is tougher to do in B2B, but still worth mentioning. Typically works better with smaller creators.
• Affiliate: The objective here is not to turn the creators into salespeople for you. But they earn commissions on sales they drive. And it's performance-based, so you only pay for results. Alex Boyd is doing this incredibly well at Aware.
• Co-Created Content: I've partnered with creators to produce content together—webinars, articles, you name it. When the time came, we promoted the content and put ad spend behind it.
• UGC: For brands that might not be able to afford to pay influencers to promote their products/services, user-generated content is a nice alternative. Fees are typically lower, and you can repurpose the content (if this is agreed-upon in the contract).
• Speaking Engagements: I've actually spoken at a few events this year where the speaker budget was small (or nonexistent), but I was listed as a conference sponsor and/or received the registration list afterwards. #Balance

I spoke to Justin Levy about this not too long ago on my podcast. He shared a ton of actionable tips about working with a small budget. Check it out here.

?? Gifting Campaigns FTW

In a past role at a women’s clothing brand, I built our influencer program from the ground up and started with a very small budget. I reached out to 10 creators, gave them a clothing stipend, and asked them to create UGC that we could feature on our socials—only sharing on their own if they genuinely loved the products.

They did, and the content they created was incredible. Most ended up sharing it on their social as well, and the program only grew from there.

?? Navigating the Nuances: When Free Work Can Work

Not all unpaid work is created equal. First of all, creators have different goals. Some might be open to free (or heavily discounted) work. It's obviously not my place to decline opportunities for other creators.

And as marketers, the good news is that there’s still room to grow and scale together.

The key here is mutual respect.

? Respect for the creator’s time, expertise, and credibility

? Respect for marketers & brands as we navigate this space and find creative ways to collaborate

Respect can turn even the most modest collaboration into a fruitful relationship. It’s about finding that middle ground where both sides feel valued and excited to work together, even if cash isn’t the primary currency.

?? ICYMI

• Want to build stronger relationships with creators? Check out impact.com’s research report, The Secrets to Thriving Creator-Brand Partnerships, created with AdWeek.
• On August 5, TikTok creator Jools Lebron, posted a 38-second clip. Since then, she's partnered with Verizon & Lyft, is taking over the internet, and just made an appearance on Jimmy Kimmel Live. Very demure, very mindful. Very cutesy. ? (Did I use that properly? Idk, I'm in my 30s. Help.)
• Fanfix, a leading platform for brand-safe content monetization, announced that it's paid out over $100M to its creator community.
• In other news, I need to sign up for Fanfix.

? My Scroll-Stoppers

?? Song On Repeat: Hero by David Kushner

?? TV Show of the Week: The Walking Dead. My partner & I are watching this for the first time, and we're hooked. Why did no one tell me how good this was?! 10/10.