‘F * ck You, Pay Me’ is a Glassdoor-like platform that reveals scummy brands


The new F * ck You, Pay Me (FYPM) platform is on a mission to improve the disparity between online brands and influencers to help content creators negotiate better salaries or avoid certain brands altogether.

Created by Lindsey Lee Lugrin, a social media businesswoman and equities analyst, and Isha Mehra, a former Facebook data scientist, FYPM aims to give influencers and content creators more power, transparency and knowledge. information when negotiating sponsored content, reports Taylor Lorenz for The New York Times.

Much like Glassdoor – a platform where former and current employees can review the companies they work for – FYPM allows registered users to anonymously share information about how much they have been paid to work with brands to help others use it as an assessment tool. and compare the proposals received by the companies.

For Lugrin, the initiative grew out of her personal experiences in the past when she was offered the opportunity to appear in a Marc by Marc Jacobs ad campaign, where she was paid $ 1,000. Although delighted at the time, she soon realized that she had underestimated herself after seeing her images appear on billboards and advertisements on the internet.

Since most influencers are agent-less and operate as a single group when it comes to marketing, PR, deal-making, and content delivery, negotiations often take place “by the through a messy mix of direct messages and emails and there’s no standard pay rate, either. This has led the brands to gain the upper hand, ”writes The New York Times.

The disparity was not limited to brands, small and well established, underestimating designers and influencers by offering low pay rates, Lugrin also noticed the differences in what was offered to male and female designers. According to a study last year by Klear, an influencer marketing platform, the average is $ 476 and $ 348 per post for men and women, respectively.

However, FYPM isn’t the first company to help level the playing field for social media professionals. Others include Collabstr, which acts as a directory of available influencers and their pay rates, while some social media accounts – such as We Don’t Work For Free and Influencer Pay Gap – share anonymous posts from influencers. who have been burned by bad branding business or have dealt with exploiting brands.

While FYPM is still in testing and fundraising is underway, once registered, users can already filter branded deals by social media platform, location, niche, and brand category. The New York Times reports that so far, around 1,500 creators have shared more than 2,000 reviews of 1,300 brands on the platform.

Although they are designed with influencers in mind, many photographers who suddenly find themselves negotiating with a large corporation for a commercial campaign often praise their luck and curse their lack of knowledge. Photography often looks like a black box when it comes to commercial and advertising work, and many photographers greatly underestimate themselves in this context. FYPM could be the answer to at least provide some level of help for photographers of all skill levels to negotiate with brands smarter, rather than always going blind.

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