I have compensated hundreds to thousands of dollars to content creators to promote my products and have had content creators ask for thousands up front. It really depends on channel size and market. It also depends on what deliverables are being asked for. Logo on screen, 30 second advertisement reading, link in description, pinned comments, accompanying social media post, etc. Some content creators will haggle on all the pieces while others will accept a flat rate for a typical package deal of deliverables.