Content Creator Ad Pay Surges 103% Since 2022

Even as celebrity ad usage and pay have increased in recent years, creators are also seeing their own surge at the same time – with pay rising by 103% since 2022.

Data from Extreme Reach’s new report, XR State of Pay, details how some creators are getting paid at similar levels to A-list actors and athletes, reflecting a larger cultural change elevating how we – and advertisers – view these individuals as key parts of brand campaigns.

Some key findings from the report:

• 38% of content creator ad pay in 2025 went to social media personalities (lifestyle content, humor, viral creators), with lifestyle influencers accounting for 33%, followed by food/home creators at 14%.
• Fashion and beauty creators pulled in another 7% of creator pay, underlining how that space continues to use social content as a key marketing driver.
• Unique ad productions are down 20%, but there were 12% more sessions year-over-year in 2025, indicating an emphasis on creating more assets from campaigns (including social assets).

Discover more about the state of advertising pay in XR’s new report.