The global influencer marketing market is booming — valued at approximately $250 billion in 2023 — but this optimistic scenario contrasts with the reality for many creators: according to the NeoReach report, 50.71% of influencers earn less than the minimum wage in the United States.
The study, which surveyed over 3,000 content creators, shows an increase in the percentage of influencers earning less than $15,000 per year (the annual minimum wage in the United States), from 48.10% in 2023 to 50.71% in 2025. This trend persists even among experienced influencers, with many respondents having four or more years in the industry. Only 15.41% earn over $100,000 per year.
For Fabio Gonçalves, director of Brazilian and North American talent at Viral Nation, with over ten years of experience in the influencer market, these numbers reveal a structural reality: “The idea of living exclusively from digital content is still distant for most creators. Many strive to build an audience but face clear limitations in monetization. The lack of consistent sponsorships, saturated markets, and absence of strategic guidance keep many stuck with very low earnings.”
Beyond financial issues, another obstacle hindering the maturation of the creator market in Brazil is the relationship between influencers and agencies. According to the expert, there is still an unprofessional dynamic on both sides; while many creators still do not treat their work with the necessary seriousness, agencies also fail by imposing unrealistic deadlines and disappearing after requests.
“Influencer Lela Brandão, for example, shared on her podcast how she deals with ‘unimportant emergencies.’ Budgets requested within hours that go unanswered for weeks. There have even been multiple instances where the agency simply vanished, frustrating our expectations and those of our clients. This lack of alignment shows that before discussing financial valuation, the sector needs to advance in maturity and mutual respect,” he highlights.
Additionally, he notes that more than followers, the differentiator today is the ability to negotiate and structure partnerships that reflect real value, both for the audience and the creators: “Influencers who treat their activity as a business — with clear positioning, well-defined commercial proposals, and performance data — have a better chance of breaking through this ceiling. Without this, it’s difficult to grow beyond the barrier that limits many to values incompatible with today’s digital economy.”
Fabio emphasizes the fundamental role of agencies in this challenging scenario: “In the creator market, supporting talent goes beyond connecting with brands. At Viral Nation, we work with career planning, structural pricing, negotiation, and even financial education. Our goal is for creators not only to reach but surpass the monetization barrier, building a solid and scalable income base.”
METHODOLOGY
The report “Creator Earnings Report 2025,” published by NeoReach, was based on data collected from over 3,000 U.S. content creators, ranging from those just starting part-time to full-time veterans who have turned their platforms into businesses. The research analyzed annual earnings, revenue sources, professional history, and barriers to economic growth within the influencer market. The full report can be accessed at: https://neoreach.com/quarterly-reports/creator-earnings-report-2025/.
