Key findings
Each figure is the share of 3,286 brand pitch email threads sent to creators between January 1 and September 30, 2026. A pitch can count in more than one row, for example when it offers free product and affiliate pay.
| What the pitch did | Share of pitches | Pitches |
|---|---|---|
| Offered only free product or affiliate pay, no cash | 57% | 1,875 |
| Offered affiliate pay (a share of sales) | 45% | 1,466 |
| Offered free product (gifting) | 25% | 828 |
| Raised usage rights for the content | 25% | 832 |
| Asked the creator for their rates | 22% | 723 |
| Named a cash payment in the pitch | 15% | 482 |
Most pitches pay in product or affiliate sales
57% of pitches offered only free product or affiliate pay (a share of sales). In a hand-checked sample the share was 50%, so the honest read is about half. Affiliate offers were the most common single type at 45%, ahead of gifting at 25%. Only 15% named a cash payment in the pitch itself, and another 22% asked the creator for their rates, which usually means a paid deal is possible but not yet on the table. For a creator, that means a full inbox does not equal paid work. Sorting the paid offers from the product and affiliate ones is most of the job.
Usage rights are short when brands state them
25% of pitches raised usage rights, meaning the brand's right to reuse the creator's content in its own posts or ads. Of the 671 pitches that named a length, 75% asked for 30 days or less, 17% for 31 to 90 days and 8% for more than 90 days. If a pitch mentions usage but no length, ask for the term in writing before you agree, because open-ended usage is worth more to the brand than a single post.
| Usage term the brand asked for | Share of pitches that named a term |
|---|---|
| 30 days or less | 75% |
| 31 to 90 days | 17% |
| More than 90 days | 8% |
TikTok and Instagram are asked for equally
TikTok came up in 44% of pitches and Instagram in 43%, so brands asked for both about equally. YouTube came up in 12%.
What this means for creators
Treat every pitch as a question to answer, not an offer to accept. Ask three things in writing: whether there is a cash payment, how long the brand may use your content, and on which platforms. An affiliate-only pitch can still be worth it when you already use the product and your audience buys what you recommend, and the FTC expects a clear disclosure on any post you are paid for, in cash, product or affiliate pay. If you would rather spend your time on paid campaigns, OVO Talent pitches creators to brands for paid work and handles the brief, the contract and the payment. Apply at ovotalent.com/for-creators.
How we counted
OVO Talent's CRM reads brand emails sent to creators who work with OVO Talent and to OVO Talent's own team, and tags each one with what the brand offers and what it asks. We kept email threads from January 1 to September 30, 2026 where a brand or a brand's agency made a pitch to a creator, and dropped newsletters, software emails and threads without a personal greeting. That left 3,286 threads. Each thread counts once. We then read samples by hand: 29 of 30 kept threads were real brand pitches, and in a separate sample of 50, half of the real pitches offered only product or affiliate pay. Tags come from software, so treat each figure as close, not exact. The data shows what brands offered in their pitches, not what deals finally paid.
Frequently asked questions
What share of brand deals pay creators in cash?
In 3,286 brand pitches sent to creators in 2026, 15% named a cash payment up front and another 22% asked for the creator's rates. About half offered only free product or affiliate pay.
How long do brands usually want usage rights for?
When a pitch named a usage term, 75% asked for 30 days or less, 17% for 31 to 90 days and 8% for more than 90 days, based on 671 pitches that stated a length.
Do brands ask for TikTok or Instagram more?
About equally. TikTok came up in 44% of 2026 pitches and Instagram in 43%. YouTube came up in 12%.
Is an affiliate-only brand deal worth it?
It can be when you already use the product and your audience buys what you recommend. Otherwise ask whether a cash payment is possible before you agree, and get the usage term in writing.
Where does this data come from?
From 3,286 brand pitch emails sent to creators who work with OVO Talent and to its team between January and September 2026, tagged by software and checked by hand on samples.
Paid brand campaigns for lifestyle, beauty and fitness creators, plus fashion and wellness. Standout creators in any niche are welcome too.
Join the networkA person on our team reviews each inquiry and emails you about next steps.