Late payments, lakhs in limbo — Creators grapple with delayed dues

Influencer creators in India are facing difficulties due to delayed payments from brands. This issue is causing financial uncertainty, with many creators unsure when they will receive their dues. The problem is so widespread that some agencies are taking steps to address it, such as Opraah's 48-hour payout programme, which allows creators to receive payment from the agency's balance sheet within two days of a campaign going live. This development is significant for the influencer marketing industry, as it highlights the need for more efficient payment systems to support creators.

Why it matters

Late payments are causing problems for creators. Influencer-marketing agencies are trying to address the issue with new payout programmes.

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