On paper, influencer-brand partnerships are a win-win. Brands gain authentic reach to target audiences, while creators have the opportunity to monetise their platforms. But beneath the glossy Reels and perfectly curated posts, creators say the reality is often less smooth.
From sudden demands just hours before a campaign deadline to agencies withholding payment for months — even years — influencers are speaking out about the missteps they’ve experienced and the guardrails they now put in place. Many say the key issues revolve around three recurring themes: respect for creative autonomy, timely and fair payment, and ethical practices around content usage.
Ankur Agarwal, a digital creator with 2.2 million followers, said, “It’s true that brands want to showcase their offerings, but the most successful collaborations happen when there’s mutual trust and understanding. Brands should recognise that creators intimately know their audience and what resonates best within their content. A collaborative approach, where both parties discuss and align on values, is key to finding a balance that helps brands achieve their goals while empowering creators to produce authentic content.”
Setting Boundaries: “No” is a Complete Sentence
Creators say the single most effective way to prevent friction is to agree on clear deliverables, timelines and creative freedom before a contract is signed. But not all creators feel equally empowered to push back.
Stand-up comedian and entrepreneur Aanchal Agrawal has learned to spot red flags early. “I have been working with brands for a few years now so I have understood the sneaky behaviour. I establish healthy boundaries and I am not afraid to say no. It’s fine if I lose a brand deal but I don’t get arm twisted now,” she said. “New creators are always anxious about losing work, and they end up giving in to absurd brand demands too. I hope the new age brand managers are better and practice healthier work ethics.”
For Sakchi Jain, a financial educator and chartered accountant, the conversation begins with transparency. “I make sure we start by clearly discussing the deliverables, timelines, and what kind of content will work best. I also try to tell the brand what usually performs well on my page… It becomes more of a collaboration than just a one-way brief.”
Some take it a step further by outlining everything in writing. “I make sure my scope of work is clearly outlined in the mail before I begin — from the number of deliverables, reshoot clauses, timeline of feedback, to how many rounds of changes are permissible,” said Shreemayi Reddy, a content creator and entrepreneur. “This gives us both clarity on what will be delivered from either end.”
The Payment Problem: “100 Days is the Sad Reality”
If there’s one issue that nearly every creator agrees on, it’s delayed payment. In an industry where creators often juggle multiple brand campaigns, waiting months for dues can choke cash flow and strain trust.
“Receiving payment after 100 days of completing the work and following up regularly for the same is a sad reality,” said Shreemayi Reddy. “I hope that changes and payments are made within 15 days of work.”
Ankur Agarwal believes prevention is better than frustration. “Always ensure clear payment timelines are explicitly stated in your agreements. Requesting an advance payment is a good practice to help maintain project momentum and secure your compensation in a timely manner.”
For Aanchal Agrawal, negotiations are not just about the number. “I quote what I feel is the best value to the work I’m providing, and my strategy is to add more deliverables to the brand deal for the same cost but not reduce the cost much. So, if a brand doesn’t want to pay x amount for a reel, I’ll tell them I’ll also post it on my YouTube as well for the same cost. They feel heard, and it’s good to build better relationships.”
Jain said she now routinely asks for a 50% advance before starting work. “Over time, I’ve also learned to do a bit of background work like checking what other creators are being paid, what kind of content they’re doing, and what the brand’s campaign size looks like. That helps me quote in a way that’s fair but also firm.”
When Brands Cross the Line
Some grievances go beyond payment delays into outright misuse of content or non-payment despite completed work.
“There have been instances where brands have taken content and run it as paid ads without consent or usage rights,” said Reddy. “In another case, an agency never paid me over a lakh for my work, ghosted me, and kept delaying for five years. Unfortunately, when there’s a power imbalance, creators are often left vulnerable.”
Agrawal recalled a brand that, in her words, “not only didn’t pay my money but the founder and CEO goes on to talk moral high grounds and claim ethics on the internet all the time. I even called him out one time and DMed him to actually practice what he’s preaching… It’s been two years to that.”
Even without direct exploitation, creators hear cautionary tales. “I’ve been fortunate enough to avoid direct exploitation, but I’ve heard concerning instances from fellow creators in the industry,” said Ankur Agarwal. “These stories highlight the importance of thorough vetting and clear contractual agreements to protect creators from unfair practices.”
The Flip Side: Influencer Tactics That Mislead Brands
It isn’t just brands that need to clean up their act. Sahil Arya, Talent Management Lead at Clout Pocket Aces, said some influencers engage in practices that artificially inflate their appeal to advertisers.
“One of the simplest ways to spot fake engagement is by scanning the comments on an influencer’s recent posts,” Arya explained. “Real followers tend to leave context-specific, conversational comments, while fake engagement often shows up as generic, bot-like replies repeated across posts.”
He points to tactics like paid boosts on branded content, hiding likes on low-performing posts, or participating in “engagement pods” — private groups where creators systematically like and comment on each other’s content to create the illusion of traction. “While this creates the illusion of buzz, the engagement often lacks depth or genuine consumer interest,” he said.
Best Practices for Brands: From Brief to Execution
According to Arya, respect for creative autonomy is non-negotiable. “Creators have built deep relationships with their audience and understand what kind of content resonates. Overly scripted briefs or rigid guidelines often lead to flat, un-engaging content,” he said.
Others echo this call for flexibility. “That I also want the content to work, for them and for me as well,” said Agrawal. “We want our audiences to enjoy the content, and become aware of the brand too. Secondly, how can brands show up on 13th Feb for a Valentine’s Day campaign? Please plan better. Creativity is not a switch.”
Jain stresses the importance of openness: “It’s always better when the brand is open to a conversation about what works for our audience. Then we can create something that works for both sides.”
Reddy’s message is blunt: “Respect the creator’s time, process, and creative voice. Don’t give us scripts that are written by AI or a person who doesn’t even know our work. Bigger brands have budgets — this is our bread and butter. Pay us for it.”
Why Long-Term Relationships Matter
One-off collaborations may deliver a spike in visibility, but creators and managers alike say that sustained relationships build real brand equity. “Consistency builds trust with audiences, and creators can evolve into genuine brand advocates when they’re part of the journey — not just the campaign,” said Arya.
For creators, repeat collaborations also reduce uncertainty and allow for better planning. “When brands trust us over time, they also start giving us more creative freedom,” said Jain. “That’s when the best work happens.”
Despite the stories of delays, misuse, and mismatched expectations, most creators agree that the majority of brands and agencies they work with are cooperative and professional. As Agrawal noted, “Most of the brands and their teams are understanding… they also want the best for their product, and the creator wants the best for theirs.”
The challenge is less about policing one side and more about building mutual respect and operational clarity. That means contracts that define payment terms, usage rights, and scope of work; campaign planning that allows for real creativity; and open communication when expectations shift.
As Reddy summed it up, “Give us the creative freedom and we will deliver the engagement and conversion.”
.jpg)
.jpg)
.jpg)
