Exposure’ Won’t Pay the Bills: Are Brands Exploiting Content Creators with Freebies Instead of Payment?

The Promise of 'Great Exposure'

I came across a brilliantly bold post this week from a fabulously outspoken content creator, famous for their no-nonsense approach. They called out businesses who expect creators to feature their merchandise in vlogs, promote their brand, and deliver professional-quality marketing without actually paying them – just offering “freebies” instead.

And honestly? It hit a nerve.

This isn’t a new problem – but it’s one that seems to be getting worse as influencer marketing explodes in popularity. Let’s dig into the debate: Are freebies really payment, or are creators being short changed?

A Mutually Beneficial Opportunity?

Businesses often tell creators that featuring their products or services is a mutually beneficial opportunity. The classic line?

“We can’t pay you, but it’ll be great exposure!”

While it sounds tempting—especially for smaller or newer creators—exposure doesn’t pay the rent.

Think about it:

✅ Creators spend hours planning, filming, editing.

✅ They’ve built an audience that trusts them.

✅ They effectively become part of a brand’s marketing team.

For a business, that’s incredibly valuable. So why shouldn’t it be compensated fairly?

Freebies Are Not Payment

Here’s the heart of the creator’s rant that I saw—and where I feel they’re 100% right:

Free stuff is not the same as payment.

Getting a £50 shirt or a free meal doesn’t cover the time, effort, expertise, or business costs that creators put in. It’s like telling a graphic designer you’ll “pay” them in company T-shirts.

Freebies might complement a paid deal, sure. But they’re not a replacement for actual payment.

Are Businesses Taking Advantage?

Let’s be honest: many brands know exactly what they’re doing. They see creators as a cheap marketing channel.

Small businesses might genuinely not have budget—but should still be honest about expectations.

Bigger brands often do have budget, but choose to offer “gifts” instead of paying fair rates.

It’s a power imbalance that exploits creators’ desire for opportunity and exposure.

The Value Creators Bring

Creators don’t just show a product—they tell its story. They deliver authentic recommendations to engaged, trusting audiences.

In marketing terms, that’s gold. Businesses pay big money for professional photo shoots, copywriting, and ad placement. Content creators roll all of that into one service—yet often get offered a free candle in return.

So What Should Happen?

It’s time for clearer, fairer deals:

✨ Creators should know their worth—and charge for it.

✨ Brands should budget for influencer marketing like any other marketing spend.

✨ Both sides should have open, professional conversations about expectations and compensation.

Freebies can be a nice bonus or part of a relationship-building strategy—but they should never be positioned as the whole payment for real work.

Final Thoughts

That brilliantly outspoken creator who called out the practice? They’re doing the industry a favour. It’s time to have this conversation more often.

Brands benefit from creators’ skills, audiences, and authenticity. Creators deserve fair compensation for their work.

If you’re a business thinking about influencer marketing—make sure you’re valuing the creators you want to partner with.

And if you’re a creator? Know your worth. Exposure won’t pay the bills.

Email us at info@cre8tax.co.uk or call free on 0800 0016 878.