Creator Economy Explainer

What to Know About Influencer Marketing, Creator-Founded Brands, Platform Changes, and More

Report by Jasmine Enberg  | Mar 22, 2023
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Table of Contents
Executive Summary
What is the creator economy?
How much money is in the creator economy?
Is the creator economy cooling?
Who is a creator?
What are the top creator platforms?
What are some emerging creator platforms?
Are audiences growing tired of creators?
How are brands working with creators?
What’s behind the growth in creator-founded brands?
How is the role of agencies changing?
What does all this mean for marketers and agencies?
Insider Intelligence Interviews
Sources
Media Gallery
About This Report
The creator economy has permeated nearly every industry and redefined how people think about making a living. But the landscape is changing, driven by shifts in relationships between the key stakeholders.
Topics
Influencer Marketing
Social Media Usage
US
Table of Contents
Executive Summary
What is the creator economy?
How much money is in the creator economy?
Is the creator economy cooling?
Who is a creator?
What are the top creator platforms?
What are some emerging creator platforms?
Are audiences growing tired of creators?
How are brands working with creators?
What’s behind the growth in creator-founded brands?
How is the role of agencies changing?
What does all this mean for marketers and agencies?
Insider Intelligence Interviews
Sources
Media Gallery

Executive Summary

Even amid slowing investment, the creator economy is thriving. For marketers, understanding the changing dynamics between creators, brands, audiences, agencies, digital platforms, and vendors will be critical in 2023.

Key Question: Who’s who in the creator economy, and how will the market evolve?

KEY STAT: The number of creator-focused startups increased by 550% between 2021 and 2022, but VC investment has plummeted.

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    Table of Contents

    1. Executive Summary
    2. What is the creator economy?
    3. How much money is in the creator economy?
    4. Is the creator economy cooling?
    5. Who is a creator?
    1. What are the top creator platforms?
    2. What are some emerging creator platforms?
    3. Are audiences growing tired of creators?
    4. How are brands working with creators?
    5. What’s behind the growth in creator-founded brands?
    1. How is the role of agencies changing?
    2. What does all this mean for marketers and agencies?
    3. Insider Intelligence Interviews
    4. Sources
    5. Media Gallery

    Charts in This Report

    Creators Worldwide, by Generation, May 2022 (% of respondents)US Social Media Users Who Follow Influencers vs. Have Ever Purchased Something After Seeing an Influencer, by Age, July 2022 (% of respondents)
    US Influencer Marketing Spending, 2019-2024 (billions and % change)How Creators in Canada and the US Would Like to Generate More Revenues, June 2022 (% of respondents)
    Challenges US Creators Face in Brand Partnerships, by Creator Type, May 2022 (% of respondents)

    Interviewed for This Report

    Alessandro Bogliari
    The Influencer Marketing Factory
    Co-Founder and CEO
    Interviewed February 13, 2023
    Brendan Gahan
    Mekanism
    Partner and Chief Social Officer
    Interviewed January 26, 2023
    Adrienne Lahens
    TikTok
    Global Head of Operations, TikTok Creator Marketing Solutions
    Interviewed February 28, 2023

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    authors

    Jasmine Enberg

    Contributors

    Evelyn Mitchell
    Analyst, Digital Advertising & Media
    Natalie McGranahan
    Senior Researcher and Taxonomy Manager
    Debra Aho Williamson
    Principal Analyst