The creator economy across Europe is booming, but a new report from leading influencer marketing platform Kolsquare reveals that there’s a gender pay gap, trolling is a problem, plus racist insults are terrifyingly common (30% of UK creators have received them).
The Voices of the Creator Economy 2025 report, which surveyed over 780 creators in the UK, France, Germany, Italy, Spain, and the Nordics, found that 38% of female creators earn less than £440 a month, compared to just 23% of men. Meanwhile, men are 60% more likely to earn over £2,561 per month from content creation.
The report also showed that UK creators are more likely to be trolled – 30% say they have been the victim of negative online behaviour, and 30% report receiving racist insults online.
“It’s both shocking and disappointing to see that in 2025, there is a gender pay gap across social media, with influencers being targeted by trolls and receiving racist insults. A huge 30% of UK influencers have been targets of racist abuse, compared to 18% across the rest of Europe,” says Kolsquare’s CEO Quentin Bordage.
Creator Grace Andrews (@the.socialclimber) adds: “The race-based hate that UK creators experience is devastating and makes me furious. Platforms have the technology to stop this abuse, but they’re not doing nearly enough.”
Anita Feron Clark, 55 (@feronclarkstyle), has been a victim of racist abuse online and says: “I received a horrible racist insult while I was doing an Instagram live. I had to carry on like nothing had happened. It was the last straw for me.”
She has now stopped doing brand work because, in her experience, big brands are not inclusive, and has started a membership service instead. “I went after the same brand collaborations as younger, blonde, blue-eyed influencers, and they always got the gig. I got passed over all the time because of the way I look and my age.”
Other key findings from Voices of the Creator Economy 2025 include:
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Only 28% of creators are full-time; most juggle other jobs, often related to social media and content.
- 67% of creators earn income from sponsored content, but rates vary wildly.
- Nearly 2 in 3 creators have been paid late; 73% report unrealistic demands from brands.
- 72% use AI tools regularly, showing growing professionalism in the industry.
- Transparency, shared values, and ethical alignment now rank above compensation as key factors when choosing brand partners.
- Mental health awareness and DEI (Diversity, Equity & Inclusion) are increasingly central themes in creators’ content.
- Brands want to calculate their ROI accurately and are more inclined to look into data, such as reach, engagement and credibility scores.
- Instagram is the most lucrative platform, and 53% of creators earn most of their money from it
- 68% of European influencers rate ethics and shared value above pay levels
- Three in 10 creators are trolled
- UK creators are the most likely to be targeted by online trolls and racists.
Despite the challenges, the report paints a picture of a maturing, values-driven industry, one that is increasingly professionalised and empowered. But it also makes clear that legacy inequalities haven’t disappeared with the rise of digital influence.
“Influencer marketing is no longer the Wild West,” says Lucie Torres, Chief Marketing Officer at Kolsquare. “But if we want it to be sustainable and equitable, we must close the pay gap and champion fairness across every campaign.”
