Influencers seem to make up the world of social media. Not only that, but it seems like anyone can pick up their phone and start recording content. Influencer content is an overwhelming part of the internet, yet the vast majority of creators can’t afford to live off of their earnings.
Influencer marketing spending reached over $24 billion in 2024, but the truth is, the creator economy is not as established as many brands believe.
A study by Influencer.com revealed that only 12% of creators make content as a full-time job, and out of those, only 25% rely on it as their main source of income.
In the study, Influencer.com described creators as still “grinding to professionalise.” Influencers still face huge hurdles on social media.
Why are influencers finding it so hard to make a living from social media?
For many creators, their social media income isn’t enough for them to be able to quit their traditional jobs and focus on content.
Tony Morgan, the influencer behind @duetswith_t on TikTok, has over 600,000 followers and 12 million likes. Yet, his success hasn’t convinced him to leave his full-time position.
“I love filming content for TikTok, it’s a breakaway from my everyday job,” Morgan told Influencer.com. “While I'd love to do it full time, at the moment there’s no guarantees - I have a steady job and I would have to be pulling in the same amount if not more for a few months in order to switch.”
Creators are demanding transparency
57% of creators are curious about their role in the wider marketing world, and 55% want to understand their role in a brand’s marketing strategy - but feel they’re kept in the dark.
Creators are also noticing which brands truly care about the influencers they partner with. Sean Sotaridona, also known as SeanDoesMagic on TikTok, has accumulated over 21 million followers. Still, he noted that it’s the little things brands do which prove their commitment to the creator economy.
"A big tech brand made sure we got every product, whether we promoted it or not. They gave us real access to their latest innovations - it showed they valued us beyond just a single campaign,” Sotaridona explained.
Brands and creators need to work together
76% of creators say that constantly shifting algorithms have made success harder for them. But the solution, as the report concludes, is for brands and creators to work together. Brands need to support the creator economy as a whole by building meaningful partnerships with influencers.
Influencer.com Chief Visionary Officer and former YouTube creator Caspar Lee shared his thoughts on creator/brand partnerships.
“When I first started out as a creator, I was reluctant to say yes to partnerships. I understood how I could use them to fund my work, but not how they could enhance my career. Now, the world has evolved, and there’s more choice, more professionalism, and more education for creators around working with brands.
“The game changer is when a creator understands how a brand collaboration can elevate their content and make it better than ever.
“Influencer is all about creators. We’re backed by creators and founded by creators. Creators tell all of our brand stories, and without them, we wouldn’t exist.”
