In an exclusive interaction with MediaBrief, Aniket Shah – Co-founder and Business Head at Social Tweebs; Arihant Jain – CEO at WLDD (Wubba Lubba Dub Dub); Danish Malik – Founder and CEO of Boomlet; Shivashish Tarkas – Founder and CEO of The InterMentalist; and Viren Sean Noronha – Co-founder and CEO of The New Thing, speak about the growing problem of delayed payments in influencer marketing, the structural challenges that lead to these delays, and how unclear accountability impacts trust across the ecosystem. They also share their views on what agencies can do to protect creators, the importance of transparent communication, and the industry-wide reforms needed to make the influencer marketing landscape fairer, smoother, and more reliable for everyone involved.
A recent LinkedIn post spotlighting a creator’s delayed payment has once again reignited this discussion. It underscores a deeper issue: when responsibilities are not clearly defined, accountability becomes blurred, and the relationship between brands, agencies, and creators suffers. While creators often hold agencies accountable, the full picture reveals a tightly interlocked chain of approvals, documentation, and financial processes that frequently move far slower than the pace of digital content creation.
Where delays originate — and how to fix basic leakages
Aniket Shah, Co-founder and Business Head at Social Tweebs, explains that “one of the biggest challenges is the natural mismatch between the pace of influencer campaigns and the way brand approval and finance cycles are structured.” Campaigns must often be briefed, executed, and reported rapidly, but behind the scenes, he notes, “both brands and agencies must navigate billing checks, legal steps, documentation and internal SOPs that ensure accountability. These are essential processes but they take time.”
The complexity increases in multi-creator campaigns. As Aniket points out, “even when most creators deliver on time, a delay from just a few due to content revisions or unforeseen on-ground challenges can hold up the overall campaign closure.” This directly affects brand approvals and invoicing — and ultimately delays payouts even for creators who submitted their content early. “These nuances are not always visible externally,” he adds, “but they influence timelines significantly.”
Brands themselves operate with layered internal review systems where “senior management evaluations or periodic approval cycles are completed before financial steps begin.” Aniket emphasizes that these frameworks are part of responsible governance, not inefficiency. Still, it places agencies in a difficult position: “Agencies sit at the intersection of these two worlds, trying to align the speed of creator output with the governance and review frameworks on the brand side.”
Inevitably, this makes agencies the most visible party when timelines shift. “Since creators largely interact with agencies, we become the visible point of communication when timelines shift, even when the cause lies elsewhere in the workflow. It is not about fault but about proximity.” Most delays, Aniket stresses, are “not intentional” but arise from interdependent deliverables and approval layers. Understanding this, he says, helps approach the issue with “more context, empathy and transparency.”
Arihant Jain, CEO at WLDD (Wubba Lubba Dub Dub), describes delayed payments as a persistent industry-wide concern with no singular point of failure. “People that work on the campaign, and finance cycles are all set differently. There’s no one size fit all answer to this – sometimes it’s the financial cycles that hold down, most times it’s the team that’s working on multiple projects is unable to prioritise campaigns and do a full closure, smaller agencies that fight for the bookkeeping release money only after client releases payment to them.”
He continues, “To fix basic leakages, these can be addressed by actually accounting for the average time it usually takes to clear out payments, not falsifying information, and informing about delays.” For Arihant, transparency is non-negotiable: “Treating creators with transparency and regular updates is the only solution. Taking 50% advances from clients in such scenarios can help.”
Agencies stuck in the middle
For Danish Malik, Founder and CEO of Boomlet, the challenge is rooted in industry structure. “Agencies operate between creator execution and brand disbursement. The real challenge lies in staggered client approvals, delayed POs, and lengthy finance/procurement cycles.” Since creators speak primarily with agencies, he says, “they naturally become the visible face of delay, even when the lag sits upstream.”
Shivashish Tarkas, Founder and CEO of The InterMentalist, highlights how scale and corporate processes contribute significantly to delayed payouts. “Influencer marketing campaigns are predominantly executed by global brands, national players, and mature D2C companies that operate at scale. These brands usually function within long payment cycles and complex vendor registration processes, which can often be time-consuming and technically demanding.”
“This,” he says, “is one of the reasons why agencies exist — to act as intermediaries who manage the campaign execution, handle creator relationships, and most importantly, ensure timely financial settlements.”
Agencies exist to absorb these complexities — but problems arise when agencies mirror the same payment behavior as brands. “A fundamental issue arises when agencies adopt the same payment behavior as brands — waiting for client settlements before clearing influencer dues.” This, he argues, defeats the purpose of hiring an agency. “The brand’s intent in onboarding an agency is to streamline the process and maintain trust with creators, not to replicate the same delays that exist at the brand level.”
From his perspective, accountability is clear: “From both a legal and moral standpoint, agencies are directly accountable to influencers. The brand’s transaction is with the agency, not with the creator — which means the agency carries the responsibility to honor payment timelines “by hook or by crook.” In cases of delay, it is the agency’s reputation and credibility that come under scrutiny, not the brand’s.”
“At the same time,” Tarkas says, “agencies must practice financial due diligence before associating with brands. Tempted by large campaign values or marquee names, many agencies overlook the risks and later face delayed or defaulted payments. The influencer marketing ecosystem is not without its challenges — and financial prudence is non-negotiable.”
“Running an influencer marketing agency,” Tarkas says, “requires more than creative skill; it demands liquidity, discipline, and foresight. To sustain in this business, one must be prepared to fund campaigns upfront, absorb financial pressure when necessary, and still deliver without compromising trust. In essence, true agency leadership lies not just in campaign execution, but in owning both creative and financial responsibility with integrity.”
A system built for a slower era
Viren Sean Noronha, Co-founder and CEO of The New Thing, believes the core issue is systemic. “The core problem isn’t that creators don’t understand payment systems, it’s that the system isn’t built for how fast influencer marketing now moves. Creators operate on “I delivered the work, pay me now.” That’s extremely sound logic. But behind the scenes, money takes the long way around.”
He continues, “A client’s PO clearance timeline means nothing to them. Agencies being unable to release money until the client clears the payment, seems unreasonable to them. These misaligned realities are invisible to the creator. So when there’s a delay, it’s the agency that gets blamed, because we’re the only visible party. We’re the messenger, and we get shot.”
For Noronha, the issue transcends agencies or creators, “This is less a creator problem and more an outdated system problem. Until the system evolves, the friction and the blame lands on agencies.”
Ethics, cash flow, and the responsibility of timely payments
Beyond operational bottlenecks, a critical question looms over influencer marketing: when brands delay payments, should agencies still prioritize paying creators on time as a matter of professional ethics?
Weighing in on how to navigate this delicate balance between ethics, cash flow, and operational realities Aniket Shah, Co-founder and Business Head at Social Tweebs, says, “timely creator payments are more than just an operational detail. They are a sign of a healthy partnership. Which is why, whenever we have the clarity and flexibility, we step in early and support creators with advances. We have done this many times simply to ensure creators are never left waiting or inconvenienced.”
At the same time, he acknowledges the practical constraints of scaling campaigns. “Influencer marketing operates at scale. Campaign volumes are high, margins are lean and each project follows its own approval and documentation cycle on the brand side. While we extend advances wherever possible, doing this across every campaign is not sustainable for any agency. Advances work best when workflows and timelines are predictable for everyone involved.”
Aniket describes their approach as a careful balance. “Our approach is to keep the process as smooth and transparent as possible. We work closely with brands to secure clearer advance structures, and we stay open with creators about timelines so expectations remain aligned. The balance lies in being supportive while ensuring that operations remain responsible and synchronised with brand processes.” Ultimately, he notes, the goal is “to build an ecosystem where creator payments feel safe, consistent, predictable and free from avoidable stress for everyone involved.”
Arihant Jain, CEO at WLDD, believes standardization is key. “A 14-30 day is a good window, but due to trust gap in the market the creators are extremely picky to work with people who have standardised payouts vs immediate. Also, hard to negotiate when today even smaller creators have spokesperson for them aka managers – so need to ensure that the payment cycle TATs are lowest they can be and keep optimising on this funnel.”
Danish Malik, Founder and CEO of Boomlet, highlights how cash flow realities shape ethical decisions. “Ideally yes, but practically it depends on the cash flow structure. Many agencies work on thin margins and advance spends. Maybe at times or as per the projects, agencies & brands can try Step-based payment structure. They are simple, easy to understand, and work well in communication with creators where once brand approvals are received, not after the final payment cycle.”
Shivashish Tarkas, Founder and CEO of The InterMentalist, takes a firm stance on ethics. “Of course, it goes without saying — payment delays from brands are not uncommon in this industry, and we have faced our share of them too. However, not once have we allowed such delays to impact our creators. There has never been a single instance where a creator’s payment was held back because the brand hadn’t cleared ours.”
He stresses that ethical conduct is foundational. “Many might find that surprising or even question whether such agencies exist — but yes, we do, and we stand by that principle unwaveringly. For us, ethical conduct and professional integrity are not optional; they are the foundation on which our relationships with creators are built.”
Shivashish adds that creators invest deeply in campaigns, and it is the agency’s duty to shield them from backend financial uncertainties. “Creators invest their time, creativity, and credibility to bring campaigns to life. They shouldn’t have to bear the brunt of backend financial delays or internal brand-agency processes. It’s the agency’s duty to protect them from that uncertainty. Once a creator delivers on their part of the agreement, it becomes our absolute responsibility to ensure their payment is honored on time — irrespective of the brand’s timelines.”
He underscores the professional and ethical implications of withholding payments. “Withholding payments under the pretext of “the brand hasn’t paid yet” reflects not only poor management but also a lack of ethics and accountability. It undermines trust, damages relationships, and ultimately erodes the credibility of the influencer marketing ecosystem itself.
Shivashish adds, “At The InterMentalist, we have always believed that an agency’s true strength lies not in the campaigns it executes but in the principles it upholds. Timely payment is not a favor — it’s a professional obligation. Our creators trust us because we have consistently demonstrated that we value their contribution, respect their craft, and protect their interests even when financial challenges arise.”
“In short,” he says, “we don’t let brand delays become creator problems — and that’s precisely what sets us apart in an industry that often confuses convenience with ethics.”
Viren Sean Noronha, Co-founder and CEO of The New Thing, acknowledges the tension between ethics and practical cash-flow realities. “Ideally yes, and there’s no two ways about it. In reality, most agencies, including us, work on a model where creator payments are released once client payments clear. That’s just the industry reality of cash flow.”
Still, he emphasizes transparency and accountability as essential tools to protect creators. “That being said, creators must never be left guessing. We have to treat payment timelines like how we want salaries treated i.e. trustworthy, on-time and with full clarity. Transparency and accountability are our two best friends. So while we cannot always promise upfront payouts, we do hold ourselves accountable for what we can control like expectation setting, clear communication, paperwork, timely updates and timelines.”
Building trust, transparency, and financial responsibility in influencer marketing
As influencer marketing grows in scale, agencies must balance internal cash flows with maintaining creator trust — particularly when many creators operate as small businesses or individuals. Aniket Shah, Co-founder and Business Head at Social Tweebs, stresses the importance of internal discipline: “By staying disciplined behind the scenes and transparent in front of creators. Cash flow becomes easier to manage when teams bill on time, track approvals proactively and treat campaign operations with the same seriousness as execution. When team leads think like owners, delays naturally reduce.
“In the end,” Shah says, “strong internal processes and honest external communication work together. When agencies run their operations responsibly and keep creators informed, the entire partnership runs more smoothly and is more dependable for everyone.”
“A unified code of conduct can add real value, provided it is practical and takes into consideration how the industry actually works,” says Shah. “Clear and simple norms around payment timelines, communication and responsibilities can reduce friction and bring more predictability for everyone involved. The influencer ecosystem has many moving parts. Brands follow structured internal processes, agencies manage high volumes and creators often work individually with limited visibility into these systems. A shared framework can help these different rhythms align more smoothly.
“The intention,” he says, “is not heavy regulation but consistency. When expectations are defined upfront and communication stays transparent, trust grows naturally. A thoughtful code of conduct can support exactly that.”
Arihant Jain, CEO at WLDD, underscores the role of transparency in long-term partnerships: “Treat creators like your employee – knowing the ins and outs of gaps, problems for long term partnerships. Creators are friends with other creators – transparency allows you to have a chance at managing creator expectations better.”
On the practical side, Arihant suggests mechanisms to balance cash flows and creator needs: “Maintain working capital, split-based payments. Implement urgency/tier-based payments — creators with visible needs or chance of escalating get paid faster. Build radical payment transparency.”
Toward industry-wide standards
Danish Malik, Founder and CEO of Boomlet, supports formalization across the industry. “Most of the time, yes. A unified code defining payment terms, documentation protocols, and communication norms would professionalize the space and protect all stakeholders equally. However, this might not be implemented or rather possible to follow in cases of last moment campaigns.”
Shivashish Tarkas, Founder and CEO of The InterMentalist, emphasizes that protection mechanisms extend beyond formal systems to due diligence and financial ethics: “Let’s be honest — professional setups that operate with complete transparency and integrity are rare in this industry. But that doesn’t mean creators and agencies are powerless. As an influencer, the simplest and most effective due diligence one can do is to check with fellow creators about an agency’s payment track record. If an agency is known for delays or defaults — the solution is straightforward: don’t work with them. No opportunity is worth compromising your peace of mind.”
From an agency perspective, Shivashish adds, “it is equally critical to research and evaluate brands before entering into partnerships. Understanding how a brand operates, how their internal payment structures or vendor systems work, and whether their official agencies have a reputation for reliability makes a world of difference. Most global and national brands are professional and transparent, but one must still ask the key question — ‘Can I, as a founder, manage creator payments even if there’s a delay on the brand’s side?’”
He also highlights GST compliance as a critical indicator: “Always verify whether an agency or startup brand pays its GST regularly and on time. It may seem like a small detail, but it reveals a lot about how responsibly an organization manages its finances and obligations. Over time, I’ve learned that delay in GST or principal payments is equivalent to non-payment — it disrupts trust, affects profitability, and kills the overall health and momentum of a campaign.”
He continues, “We’ve also chosen to distance ourselves from working with certain agencies for the same reason. Many struggle with basic financial discipline, particularly around tax and vendor settlements, which often eats into campaign margins and credibility.”
Shivashish concludes with a note on the foundation of trust: “While certifications like MSME registration do offer some protection and legal recourse, the foundation still lies in professional ethics and financial responsibility. At the end of the day, this business runs on trust — and trust is built not through flashy pitches, but through timely payments and consistent integrity.”
Viren Sean Noronha, Co-founder and CEO of The New Thing, emphasizes education and clarity over complex systems: “Less systems, more education is how this gets fixed. We’ve entered a high-volume, fast-TAT world of creator partnerships, but the payment systems are still stuck in 2009. Buffer funds definitely help. Many brands now park creator budgets with agencies upfront, which allows for faster payouts.
“What actually works though is setting expectations early,” asserts Noronha. “Giving creators a clear view of timelines, making payment tracking transparent, and building an ecosystem where both sides understand how the money flows.”
Solutions for a fairer, more reliable influencer marketing ecosystem
After examining the operational challenges, ethics, and transparency issues, the final piece of the puzzle lies in solutions — how agencies, brands, and creators can collectively build a smoother, more reliable payment ecosystem.
Aniket Shah, Co-founder and Business Head at Social Tweebs, emphasizes that the solution is rooted in shared responsibility and operational discipline. “A smoother payment ecosystem is built on operational discipline and shared responsibility. Influencer campaigns involve several interconnected steps and even a small delay at any point can slow the entire chain. Creators, agencies and brands each influence the timeline, which is why alignment across all three is essential.”
From the agency perspective, he adds, “Campaigns need to be planned thoughtfully, creators need to be briefed clearly so content is approved in fewer rounds, approvals must be tracked proactively and bottlenecks should be addressed before they escalate. Agencies also need consistent billing practices, timely documentation and weekly operational reviews to ensure campaigns close without unnecessary spillover. These are not cosmetic improvements but core processes that directly impact when payouts move.”
Shah points out that creators and brands also play a critical role: “Creators who submit on time, follow the brief carefully and complete documentation quickly help accelerate campaign closure. Brands that stay actively involved and support timely approvals help ensure the campaign lands with the right impact and that every stakeholder is paid within the expected timeframe. While the specifics vary for each campaign, the principle remains constant. Smooth campaigns lead to predictable payments.”
He concludes: “The solution is not expecting one party to carry the full burden. It is in each stakeholder strengthening their part of the chain. Agencies can lead through stronger processes, clearer communication and proactive management, but the ecosystem functions best when influencers, agencies and brands operate in rhythm. When the chain is tight, payments follow naturally.”
Arihant Jain, CEO at WLDD (Wubba Lubba Dub Dub), emphasizes structured systems and partnership: “Agencies can balance cash flow and creator trust through structured payment systems, transparency, and partnership. Use split or escrow-based payments and clear SLAs to align payouts with client clearances. Maintain open communication about delays and prioritize smaller creators in payment cycles. Treat creators as partners—offer bonuses, feedback loops, and ownership in campaigns. Internally, build a working capital buffer and negotiate advance billing with clients.
“Above all,” Jain says, “lead with transparency and reliability; consistent, on-time payouts and honest communication build long-term trust and reputation equity in the creator ecosystem, turning creators into loyal advocates rather than one-time collaborators.
Danish Malik, Founder and CEO of Boomlet, focuses on standardization and simplicity: “Standardization. Every campaign should start with clear contracts, fixed & agreed payment timelines, and milestone approvals. Add transparency through live trackers or escrow-based systems. Consistency, not complexity will solve the problem sustainably.”
Shivashish Tarkas, Founder and CEO of The InterMentalist, calls for accountability and systemic oversight: “All agencies that repeatedly default on payments or intentionally delay settlements should be barred from operating within the industry with immediate effect. Brands must take a firm stance and stop awarding campaigns to such agencies, as continued collaboration only normalizes unethical financial behavior.”
He also advocates for a centralized industry mechanism: “There is an urgent need for a centralized industry portal — a transparent system where financial misconducts can be reported and verified. This should work both ways: creators and agencies should be able to flag agencies or brands that have intentionally defaulted, delayed, or mismanaged payments. Such a platform would act as a financial credibility index, allowing stakeholders to make informed decisions before partnering.”
Shivashish stresses the importance of prioritizing financial discipline: “The influencer ecosystem must begin to prioritize financial discipline as much as creativity and performance. Intent matters — and it often reveals the true integrity of a company. We’ve all seen creators share their grievances on social media, and almost immediately, payments get cleared. That raises an obvious question — where did the money suddenly appear from? Clearly, the issue isn’t always capability; more often, it’s intent and accountability.”
He warns against the rush of the industry: “At present, the industry operates like a racehorse — constantly running forward without looking left or right. Everyone is chasing speed, visibility, and numbers, but very few are stopping to evaluate who they’re working with and how ethically those relationships are being managed.”
For Shivashish, the path to a mature ecosystem is clear: “For this industry to mature, we need more than great campaigns — we need a framework of trust and transparency. Establishing such a system will not only safeguard creators and agencies but also ensure that influencer marketing evolves into a credible, well-governed, and financially responsible sector.”
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