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Influencer Pay Equity Guide


Considerations for Influencer Marketing Campaigns & Contracts

The ANA, 4As, PR Council, and their members have partnered on the first industry collaboration of its kind to address the lack of transparency within the influencer marketing supply chain and the reported pay gap between white and BIPOC influencers. The guide offers an actionable roadmap for marketers committed to equitable compensation and greater transparency in the $34 billion influencer industry.1

The ANA spearheaded this cross-industry initiative in response to recent studies that indicate a 29% pay gap between white and BIPOC influencers.2 As the first industry collaboration of its kind, the ANA convened marketers from major brands including Target, Bayer Consumer Health, Nationwide Insurance, Paramount, Wells Fargo and Unilever and key agency leaders.

While the roots of pay inequity are complex and multifaceted, a major contributor is the lack of transparency within influencer marketing. Influencer marketing often requires involvement from multiple influencer platforms, social platforms, and agency partners to execute campaigns. With this complexity, brands can lack full visibility into influencer payment, which prevents marketers from ensuring equitable pay across their various brands and influencer partnerships.

By providing considerations that span from campaign planning through campaign execution, the ANA aims to combat this lack of transparency, eliminate the pay gap, and help provide clearer benchmarking of campaign performance and ROI particularly for marketers executing campaigns across multiple brands and lines of business. "This collaboration and Guide will help ensure more fair, equitable, and transparent practices when partnering with influencers, who fuel growth for marketers and our industry," said Bob Liodice, ANA's CEO.

Kim Sample, President at PR Council added, "During a moment when many are stepping back from diversity, equity and inclusion initiatives, this partnership represents our industry's steadfast commitment to DE&I. It's critical for our workforce and our work." The Guide provides a framework that marketers can use with their influencer marketing partners across every stage of partnership:

  • Campaign Planning: How to ensure equity from the start with diverse teams that represent diverse voices, perspectives, and experiences
  • Evaluating Risk: How to anticipate, mitigate, and properly prepare for potential negative responses
  • Exclusivity Clauses: How to establish agreements that are beneficial to brands while not unduly restricting an influencer's livelihood
  • Usage Rights: How to establish clear and fair payment terms for ongoing content usage
  • Compensation: Additional factors beyond influencer reach, follower count, and audience size that should be considered when calculating equitable compensation
  • Contracts: How to develop influencer agreements that are specific and fair, and considerations for avoiding common contract missteps

The guide can be accessed here.

1Ad Age, "Global Influencer Marketing Spend Expected to Hit $34 Billion in 2023." Gillian Follett, September 14, 2023.
2Adweek, "Study Reveals a Significant Racial Pay Gap in Influencer Marketing." Natalie Venegas. December 7, 2021.


"Influencer Pay Equity Guide: Considerations for Influencer Marketing Campaigns & Contracts." ANA, 4As, PR Council, 2023.