How creators aim to grow their business:
Where creators are now and where they hope to be
Most creators are still trying to grow
their business, but they are ambitious
about their growth potential
58% make less than $50K a year
Omitted responses “Prefer not to answer”
75% believe they will be making
more than $50K a year within the next year
Creators disproportionately rely on brand sponsorships but
would like to increase share of income from other sources
Note: Percentages reflect average range within each individual source.
On average, creators
report more than 50%
of their revenue comes
from brand partnerships
Note: Percentages reflect average range within each individual source.
Their ideal share of
income from external
brands is 12% less
than their current share
More creators are looking to grow by diversifying their sources of income
1 in 3
creators wants to tap into
new sources of revenue
The average creator wants no more
than 21%-50% of income from
any single source
83% of creators would like multiple revenue streams that include brands, platforms, and followers
Brand takeaways
Pivot from
sponsorships to
partnerships to help
creators grow their
business
Lengthen contracts or
provide concrete
direction to improve
creator security
Platform takeaways
Build in tools or
features that can help
creators expand their
business
Improve content
analytics and tracking
to provide creators
with direction
What creators are looking for from a brand partnership
Brand-audience fit is their top priority, while pay is a close second. Perks can also be an important differentiator
Note: Percentages include creators who selected these as either their first, second, or third top priority