The Costs of Influencer Marketing

Want to know how much brands shell out for their influencers and artists? Now, you can.

Welcome to Who Pays Influencers: an insider’s look into how much brands pay their artists and influencers. Created by former Tumblr Creative Strategist Amber Discko and designed by artist Julian Glander, the online collection of anonymous and crowdsourced submissions aims to help artists and influencers identify which companies are willing to pay for their work—and how much—as well as acknowledge companies who do compensate them.

“We want to use this as a celebration for the companies compensating artists and influencers,” reads the website. “For ones that don’t we hope that this will encourage you to start.”

The website categorizes submissions into “positive” and “negative” posts, most likely based on influencers’ critiques of working with a brand. At the time of this writing, American Express, G.E., Holiday Inn, HP and Intel, Instagram, and Starbucks (along with a few respective of their agencies) had made the positive list, while SABMiller, Pepsi, and Verizon were featured on the negative one.

According to the site, Who Pays Influencers was inspired by “Who Pays Writers”—a website with a similar format—and created in response to a recent Digiday article called “Confessions of a social media exec on influencer marketing: ‘We threw too much money at them.’”

To see the complete lists, visit

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