Behind the Filter: A New Report Exposes Racism, Trolls and the Gender Pay Gap in Europe’s Creator Economy

The creator economy might be booming, but it’s not all brand deals, Reels and curated flat whites.

A newly released report by influencer marketing platform Kolsquare has pulled back the curtain on the uncomfortable realities many digital creators face. The Voices of the Creator Economy 2025 surveyed over 780 influencers across the UK, France, Germany, Italy, Spain and the Nordics, revealing an industry still plagued by inequality, abuse and systemic bias.

Among the most startling findings: 30% of UK creators say they’ve been subjected to racist insults online—significantly higher than the European average of 18%. The same number report being victims of trolling. And while the digital landscape is often seen as a democratic space, the figures show it’s anything but equal when it comes to pay.

Kolsquare’s CEO Quentin Bordage didn’t mince words. “It’s both shocking and disappointing to see that in 2025, there is a gender pay gap across social media, with influencers being targeted by trolls and receiving racist insults. A huge 30% of UK influencers have been targets of racist abuse.”

According to the report, nearly 4 in 10 female creators earn less than £440 a month, while men are 60% more likely to rake in over £2,500. The disparity isn’t just about gender either—it’s age, race and visibility.

Take Anita Feron Clark. At 55, the stylist and influencer (@feronclarkstyle) had built a loyal audience—but the price of visibility was high. “I received a horrible racist insult while I was doing an Instagram Live,” she said. “I had to carry on like nothing had happened. It was the last straw for me.”

Her experience highlights an issue that many in the industry whisper about but few address openly: big brand campaigns are still overwhelmingly skewed towards youth, whiteness, and perceived ‘marketable’ beauty.

“I went after the same brand collaborations as younger, blonde, blue-eyed influencers, and they always got the gig,” she says. “I got passed over all the time because of the way I look and my age.” Eventually, she pivoted away from brand partnerships and launched her own membership platform—taking control in a space that too often left her sidelined.

While AI tools, reach metrics, and engagement scores point to a maturing industry, the human reality is that many creators are underpaid, undervalued, and overexposed to harm. Only 28% of influencers are working full-time in the space, with the rest juggling other jobs to stay afloat. Sponsored content remains the top revenue stream, but two-thirds of creators have been paid late, and 73% have faced unrealistic demands from brands.

Grace Andrews, better known online as @the.socialclimber, says, “The race-based hate that UK creators experience is devastating and makes me furious. Platforms have the technology to stop this abuse, but they’re not doing nearly enough.”

Still, the report isn’t entirely bleak. It paints a picture of an evolving ecosystem—one where transparency, ethics, and shared values increasingly outrank cold, hard cash. Mental health and DEI (Diversity, Equity & Inclusion) are rising themes in content, and 68% of European creators now rate purpose above payment when choosing who to work with.

Lucie Torres, Chief Marketing Officer at Kolsquare, believes the industry is at a crossroads. “Influencer marketing is no longer the Wild West,” she says. “But if we want it to be sustainable and equitable, we must close the pay gap and champion fairness across every campaign.”

For now, the shine of the creator economy continues—but behind the gloss, creators are asking tougher questions. And perhaps, at long last, the industry is beginning to listen.