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The Creator economy or also known as influencer economy, is a software-facilitated economy that allows creators and influencers to earn revenue from their creations. Examples of creator economy software platforms include
YouTube YouTube is a global online video sharing and social media platform headquartered in San Bruno, California. It was launched on February 14, 2005, by Steve Chen, Chad Hurley, and Jawed Karim. It is owned by Google, and is the second most ...
,
TikTok TikTok, known in China as Douyin (), is a short-form video hosting service owned by the Chinese company ByteDance. It hosts user-submitted videos, which can range in duration from 15 seconds to 10 minutes. TikTok is an international version ...
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Instagram Instagram is a photo and video sharing social networking service owned by American company Meta Platforms. The app allows users to upload media that can be edited with filters and organized by hashtags and geographical tagging. Posts can ...
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Facebook Facebook is an online social media and social networking service owned by American company Meta Platforms. Founded in 2004 by Mark Zuckerberg with fellow Harvard College students and roommates Eduardo Saverin, Andrew McCollum, Dustin ...
,
Twitch Twitch may refer to: Biology * Muscle contraction ** Convulsion, rapid and repeated muscle contraction and relaxation ** Fasciculation, a small, local, involuntary muscle contraction ** Myoclonic twitch, a jerk usually caused by sudden muscle co ...
,
Spotify Spotify (; ) is a proprietary Swedish audio streaming and media services provider founded on 23 April 2006 by Daniel Ek and Martin Lorentzon. It is one of the largest music streaming service providers, with over 456 million monthly active us ...
,
Substack Substack is an American Online platforms for collaborative consumption, online platform that provides publishing, payment, analytics, and design infrastructure to support subscription newsletters. It allows writers to send digital newsletters dir ...
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OnlyFans OnlyFans is an internet content subscription service based in London, United Kingdom. The service is used primarily by sex workers who produce pornography, but it also hosts the work of other content creators, such as physical fitness experts an ...
, Tiki and
Patreon Patreon (, ) is a membership platform that provides business tools for content creators to run a subscription service. It helps creators and artists earn a monthly income by providing rewards and perks to their subscribers. Patreon charges a com ...
.


History

In 1997, Stanford University's Paul Saffo suggested that the creator economy first came into being in 1997 as the "new economy". Early creators in that economy worked with animations and illustrations, but at the time there was no available marketplace infrastructure to enable them to generate revenue. The term "creator''"'' was coined by YouTube in 2011 to be used instead of "YouTube star", an expression that at the time could only apply to famous individuals on the platform. The term has since become omnipresent and is used to describe anyone creating any form of online content. The creator economy consists of approximately 50 million content creators, and there are just over 2 million who are able to make a career of it. The biggest names are those such as TikTok star
Charli D'Amelio Charli Grace D'Amelio ( ; born May 1, 2004) is an American social media personality. She was a competitive dancer for over 10 years before starting her social media career in 2019, when she started posting dance videos on the video-sharing pl ...
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PewDiePie Felix Arvid Ulf Kjellberg ( , ; born 24 October 1989), better known as PewDiePie ( ), is a Swedish YouTuber known for his Let's Play videos and comedic formatted videos and shows. Kjellberg's popularity on YouTube and extensive media coverage ...
and
Addison Rae {{Infobox person , name = Addison Rae , image = Addison Rae - Pandora 2021 3.jpg , alt = , caption = Rae in an interview for Pandora in 2021 , birth_name = Addison Rae Easterli ...
. A number of platforms such as TikTok,
Snapchat Snapchat is an American multimedia instant messaging app and service developed by Snap Inc., originally Snapchat Inc. One of the principal features of Snapchat is that pictures and messages are usually only available for a short time before th ...
, YouTube, Tiki and
Facebook Facebook is an online social media and social networking service owned by American company Meta Platforms. Founded in 2004 by Mark Zuckerberg with fellow Harvard College students and roommates Eduardo Saverin, Andrew McCollum, Dustin ...
have set up funds with which to pay creators.


Criticism

The large majority of content creators derive no monetary gain for their creations, with most of the benefits accruing to the platforms who can make significant revenues from their uploads. Despite the hopes of many who aspire to make content creation a full time job, as few as 0.1% are able to make a living of it.


See also

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Content creation Content creation is the contribution of information to any media and most especially to digital media for an end-user/audience in specific contexts. Content is "something that is to be expressed through some medium, as speech, writing or any of ...
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Content marketing Content marketing is a form of marketing focused on creating, publishing, and distributing content for a targeted audience online. It is often used by businesses in order to achieve the following goals: attract attention and generate leads, exp ...
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Cultural technology Cultural technology () is a system used by South Korean talent agencies to promote K-pop culture throughout the world as part of the Korean Wave. The system was developed by Lee Soo-man, founder of talent agency and record company SM Entertainment ...
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Hype (marketing) Hype in marketing is a strategy of using extreme publicity. Hype as a modern marketing strategy is closely associated with social media. Marketing through hype often uses artificial scarcity to induce demand. Consumers of hyped products often ...
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Influence-for-hire Influence-for-hire or collective influence, refers to the economy that has emerged around buying and selling influence on social media platforms. Overview Companies that engage in the influence-for-hire industry range from content farms to high ...
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Influencer marketing Influencer marketing (also known as influence marketing) is a form of social media marketing involving endorsements and product placement from influencers, people and organizations who have a purported expert level of knowledge or social in ...
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Social media marketing Social media marketing is the use of social media platforms and websites to promote a product or service. Although the terms e-marketing and digital marketing are still dominant in academia, social media marketing is becoming more popular for ...
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Viral marketing Viral marketing is a business strategy that uses existing social networks to promote a product mainly on various social media platforms. Its name refers to how consumers spread information about a product with other people, much in the same way tha ...


References

{{reflist Social media Information Age