“It’s a negotiation and hopefully, we meet in the middle,” said Salley, who negotiates creator deals on behalf of brands and noted that typically what the firm has budgeted is typically close to what the creator is charging.

“We’re gathering all of that nuance in advance of winning business,” Salley added.

But while the status quo allows for flexibility, without any baseline standards, creators can miss out on significant earnings.

“The standardization won’t be one size fits all [but] it has to be a baseline,” said Thomas. “Where people don’t know how to start, that’s where people lowball themselves.”