The global influencer marketing market is booming—valued at around $250 billion in 2023—but this optimistic outlook contrasts with the reality for many creators: according to NeoReach's report, 50.71% of influencers earn less than the minimum wage in the United States.
The study, which interviewed 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 remains even among experienced influencers, with many interviewees having four or more years in the industry. Only 15.41% earn more than $100,000 a year.
For Fabio Gonçalves, director of Brazilian and North American talents 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 cause many to remain stuck with very low earnings."
Besides the financial issue, another obstacle hindering the maturity of the creator market in Brazil is the relationship between influencers and agencies. According to the expert, there is still a somewhat 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 the requests.
"The influencer Lela Brandão, for example, reported on her podcast how she deals with 'unimportant urgencies.' Budgets requested within a few hours that go unanswered for weeks. This has happened several times, including the agency simply disappearing and ending up frustrating our expectations and those of our clients. This lack of alignment shows that, before talking about financial appreciation, the sector needs to advance in maturity and mutual respect," she emphasizes.
Furthermore, he notes that more than followers, the current differentiator is the ability to negotiate and structure partnerships that reflect real value, both for the audience and for creators: "Influencers who treat their activity as a business — with clear positioning, well-defined commercial proposals, and performance data — are more likely to break through this ceiling. Without this, it is difficult to grow beyond the barrier that limits many to values incompatible with today's digital economy."
Fabio highlights the fundamental role of agencies in this challenging scenario: "In the creator market, supporting talents goes beyond connecting with brands. At Viral Nation, we work on career planning, structural pricing, negotiation, and even financial education. Our goal is for creators not only to reach but to surpass the monetization barrier, building a solid and scalable income base."
METHODOLOGY
The "Creator Earnings Report 2025," published by NeoReach, was based on data collected from over 3,000 content creators in the United States, ranging from part-time beginners to full-time veterans who have turned their platforms into businesses. The research analyzed annual income, sources of revenue, professional background, and barriers to economic growth within the influence market.The full research can be accessed at:https://neoreach.com/quarterly-reports/creator-earnings-report-2025/.
