Why are some creators landing $30,000 brand deals while others with bigger followings can't book a campaign? Sara Koonar, founder and president of Platform Media, one of Canada's leading talent management and influencer marketing agencies, reveals what's really happening behind the scenes. This week on That Digital Take, Sara pulls back the curtain on the business of the creator economy.

After a decade of building Platform alongside the industry, and launching Platform Social, Canada's leading influencer marketing conference, she knows exactly what brands and managers are looking for. In this episode:
What a talent manager actually does, and when you need one
What Platform looks for before signing a creator -
 Does follower count still matter in 2026?
Why one creator gets $3,000 and another gets $30,000 for the same deliverables
What creators undervalue in negotiations: usage, exclusivity, whitelisting and more 
 "Why am I not getting brand deals?" and what's really going on
How AI is changing influencer marketing
The Canadian creator economy vs. the U.S. 
 How to build a creator career that lasts ten years

Whether you're a creator, a marketer or building a personal brand, this is the insider conversation every influencer needs to hear. Follow That Digital Take for weekly conversations on business, branding and digital culture.

Why are some creators landing $30,000 brand deals while others with bigger followings can't book a campaign? Sara Koonar, founder and president of Platform Media, one of Canada's leading talent management and influencer marketing agencies, reveals what's really happening behind the scenes. This week on That Digital Take, Sara pulls back the curtain on the business of the creator economy.
After a decade of building Platform alongside the industry, and launching Platform Social, Canada's leading influencer marketing conference, she knows exactly what brands and managers are looking for. In this episode:
<ul>
<li>What a talent manager actually does, and when you need one</li>
<li>What Platform looks for before signing a creator -</li>
<li>&nbsp;Does follower count still matter in 2026?</li>
<li>Why one creator gets $3,000 and another gets $30,000 for the same deliverables</li>
<li>What creators undervalue in negotiations: usage, exclusivity, whitelisting and more&nbsp;</li>
<li>&nbsp;"Why am I not getting brand deals?" and what's really going on</li>
<li>How AI is changing influencer marketing</li>
<li>The Canadian creator economy vs. the U.S.&nbsp;</li>
<li>&nbsp;How to build a creator career that lasts ten years</li>
</ul>
Whether you're a creator, a marketer or building a personal brand, this is the insider conversation every influencer needs to hear. Follow That Digital Take for weekly conversations on business, branding and digital culture.

That Digital Take uncovers the ever-evolving world of influencers—challenging the industry, harnessing its power, and exploring how it connects us all. Through the lens of pop culture and entertainment,Torri blends: Insider interviews with industry leaders, viral influencers/ creators, actors, and rising stars. Behind-the-scenes  storytelling from her own experience navigating the digital space. Actionable takeaways for listeners curious about how digital culture shapes careers, business, and society.

That Digital Take uncovers the ever-evolving world of influencers&mdash;challenging the industry, harnessing its power, and exploring how it connects us all. Through the lens of pop culture and entertainment,Torri blends: Insider interviews with industry leaders, viral influencers/ creators, actors, and rising stars. Behind-the-scenes &nbsp;storytelling from her own experience navigating the digital space. Actionable takeaways for listeners curious about how digital culture shapes careers, business, and society.

That Digital Take with Torri Webster

Platform Media founder Sara Koonar reveals what talent managers really look for, whether follower count still matters, and how creators can land bigger brand deals in 2026.