How Sponsorships Really Work for Content Creators (And What Brands Actually Want)

Introduction Many creators are underpaid without even realizing it. Sponsorships are one of the most lucrative ways to earn money online, yet most creators don’t fully understand how they’re being measured or undervalued. Brands aren’t just paying for views. They’re calculating ROI using deeper metrics. Here’s what you need to know to protect your value and get paid what you're worth.

What Brands Really Want: CAC Brands focus heavily on one metric: CAC, or Cost to Acquire a Customer. This is the amount of money a brand spends to bring in one paying customer. For performance marketers, CAC is a major priority. But for creators, this is a dangerous game. Creators build awareness at the top of the funnel, not conversions at the bottom.

Why Creators Shouldn’t Be Measured by Sales Bad marketers try to hold creators accountable for direct conversions, but that’s unrealistic. Unlike paid ads, content creators bring trust, storytelling, and brand positioning. Your video may not lead to immediate sales, but it plants a seed that builds the brand’s presence over time.

Better Metrics to Use: CPV and Impressions Smarter marketers know that cost-per-view (CPV) and impressions provide a clearer view of a creator’s value. These numbers show how many eyes saw the message, even if it didn’t lead to instant purchases. It’s measurable brand exposure that grows awareness and long-term results.

Smart Brands Get It: Trust Over Reach The best brands understand this: your content is both the media and the message. You're not just running an ad. You are the ad. Your storytelling, voice, and community trust have more power than traditional advertising. That trust is what ultimately drives conversions.

How to Price Yourself Fairly If a brand offers commission-only pay, consider it a red flag. Your pricing should reflect:

• Your niche and content style
• Audience engagement
• Production quality
• The trust you've built over time

Use media kits and clear benchmarks to set your rates. Don’t hesitate to charge according to the real value you bring.

Conclusion: Don’t Sell Yourself Short Sponsorships can be your most profitable income stream if you understand your true value. Brands may focus on customer acquisition costs, but your job is to help them see the influence and trust you offer. Price your work with confidence, and never settle for deals that don’t reflect your impact.

Call to Action Want to learn the other top ways creators make money online? Join my newsletter or follow for part two of this guide.