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Creators want equity, not just fees, but the sector has no playbook to price it

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Creators want equity, not just fees, but the sector has no playbook to price it

Written by Lucy Hall and reviewed, fact-checked and signed off by a SocialDay editor before publication. Read our editorial standards and corrections policy. Spotted something wrong? Tell the newsroom.

Founders want creators on cap tables, and creators want ownership stakes instead of flat fees. The shift from pay-per-post to equity is reshaping influencer deals, but the industry lacks a standard structure for valuing, vesting, or negotiating creator stakes.

Creators are "wanting to do more than just earn money, they're wanting to build wealth," said Kate McAndrew, co-founder of the $100 million pre-seed fund Baukunst. At the same time, founders of startup companies "want creators on their cap tables. They understand the value of creators."

The Washington Post reported on the missing infrastructure around creator equity deals, highlighting the gap between demand on both sides and the absence of standardised deal structures. Creators who built audiences are asking why they should cap their earnings at a one-time cheque if they're driving enterprise value. Brands, especially early-stage startups, see equity as a way to stretch budgets and secure long-term commitment. Neither side has a rulebook.

$1.95bn PepsiCo's acquisition price for Poppi, where influencer Alix Earle held equity March 2025

95 billion. The deal was completed on May 19, 2025. Alix Earle has been an investor with the brand since 2024. 95 billion sale to PepsiCo.



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