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This article is your resource for starting and growing an online business. We’ve developed this comprehensive guide based on the real success stories of ecommerce owners, freelancers, SaaS entrepreneurs, and full-time content creators.
By the end of this guide, you'll learn:
Let’s jump in.
The creator economy is the growing industry where social media influencers, bloggers, and content creators make money from sharing content that they care about. It involves publishing regular content, building a following within a niche, and monetizing the audience through various channels and methods.
Just like the “gig economy” refers to people offering on-demand services, the creator economy is defined by people publishing and sharing content regularly on the internet — and earning a living from their content in the process.
Many people call creators “influencers.” But the definition is much broader than that. For one thing, there are many types of content creators:
In other words: There are creators on every platform, in every industry, publishing content in every form.
A recent survey from YPulse reported that “Influencer/Content creator” is the fourth most popular dream job among Gen Z. And it makes sense: content creators often make their living as independent creatives.
Full-time content creators get to decide their own schedule, teach, or entertain for a living, and express their unique personality, ideas, or art for an engaged community online.
The creator economy has exploded in the past few years. But it isn’t new. The first creators on the web were primarily bloggers in the late 1990s and early 2000s. Some of the most popular authors of the past few decades got their start blogging during the early days of the web.
Back then, blog discoverability was difficult. Creators mostly exchanged blog URLs via text forums, RSS feeds, or email lists. This made it difficult for non-techie creatives to get attention online.
As early social media platforms like Facebook, Twitter, Tumblr, and YouTube emerged in the late 2000s, content creators gained new ways to publish and distribute their work. People without a technical background could finally join the online publishing game. By the early 2010s, the creator economy truly began to snowball.
Rather than just relying on email lists, creators grew massive followings on these social platforms. By the mid- to late- 2010s, companies began to notice the value of all the attention content creators were generating. The notion of brand partnerships—when creators get paid to promote certain products on their platforms — became a normal source of income in the creator economy.
In the last few years, TikTok entered the scene, overtaking Instagram as the fastest platform to reach one billion users. Short-form video became king for content creators.
But successful content creators exist on every platform. People are earning a full-time living on TikTok, Instagram, LinkedIn, Twitch, Twitter, YouTube, and beyond.
Today, being a content creator means finding your topic, platform, and community. In other words: This is no longer a fringe career path reserved for techie bloggers. As many as 50 million independent creators are participating in the creator economy.
And these solo creators hold more collective attention than the largest entertainment companies. At the beginning of 2022, Netflix had about 220 million users. Meanwhile, YouTube attracts over one and a half billion unique visitors every month!
And the best part is: the creator economy is still growing. There’s room for your story, too.
It’s not too late to earn a living in the creator economy. Let’s explore what it takes to launch your content business in 2024.
Every successful content creator has a style, niche, or teaching method that sets them apart from others. This is what allows them to find a unique “voice” online and begin building a following.
For most of the history of media and entertainment, large production companies have focused on content with broad-based appeal. Streaming services and TV stations played the shows that caught the attention of the average viewer. Since it’s expensive to create shows, they needed to create content that appealed to massive audiences.
That’s not the case for content creators. Today, you can build an online following — and potentially earn a livable income — by going niche into a subject you love.
As more attention flows to individual creators, more money and opportunities flow that way as well. This means the overall creator economy is expanding. There’s even more space for people in super niche categories.
You don’t have to be a Kardashian to be a successful creator.
Consider the classic article by Kevin Kelly called 1,000 true fans.
Kelly does the math for us: Want to earn six figures? All you need is 1,000 fans who are willing to pay you $100 over the course of a year. It’s not easy. But the math at least shows that it’s accessible. Most people think of influencers as people with hundreds of thousands or millions of followers online. The reality is, most creators don’t need anywhere near that level of attention to make content creation a viable career.
A clear path to 1,000 true fans is finding a niche. People are more likely to follow creators who show up consistently to cover focused topics.
One of the best things you can do as a beginning content creator is talk or write about subjects that are meaningful to you. If you think you’re the only person on the planet who cares about that subject, think again. The world’s a big place. By creating content around a very specific subject, you’ll become an avatar for drawing like-minded people to your content.
As the saying goes, there are riches in niches. Ask questions like these to hone in on what you want to create content about:
All beginning content creators face the same hard question: Where should I publish my ideas, lessons, and stories? After all, with dozens of content platforms, how do you know which ones are right for you?
Here are some of the most popular and successful platforms in the creator economy.
Tip: Work to create an owned (versus borrowed) content platform
One mistake we see far too often is content creators who depend solely on the social media platforms they create on, instead of building something separate that they own.
Try to convert your audience onto an owned asset (like an email list). That way, you don’t run the risk of losing direct access to your followers should any social media accounts or creator platforms get hacked.
Think of external social media accounts (like Twitter, Instagram, and TikTok) as something borrowed — you have no control over the platform itself if anything happens to it.
Remember Vine? After the social media platform shut down, millions of content creators lost access to their followers overnight.
Having a content platform that’s yours — like a newsletter, SMS (text messages), or website — is by far the best way to safely monetize your content and protect your brand, even if your preferred creation channels were to shut down tomorrow.
A video-focused social media platform that presents users with content based on what they’ve liked in the past
A professional networking platform for businesses and corporations that also helps job seekers find employment and offers professional development
A photo and video sharing social media platform that’s great for sharing more insightful, in-depth content
A video sharing platform where creators can upload original content (think vlogs, how-to videos, and other long-form video content)
A strategic, long-form writing strategy that generates traffic to your website through searchable articles and blog posts
An open forum platform where writers can share their thoughts and contribute articles on any topic they wish
A microblogging platform where users can post and interact via content that’s 280 characters or less
A social networking site intended to connect you with friends, family, and like-minded people through groups
An audio-only, spoken word program that is used primarily for educating and entertaining an audience
A consistent collection of articles or thoughts from the creator on a specific topic, usually published weekly
Now that you have a niche and your platforms, it’s time to begin creating content.
As the name “creator economy” suggests, the most successful creators are people who consistently deliver the most value. That means trying to find a blend of publishing high quality and quantity.
Some of the most successful creators use a regular publishing cadence that they set in advance. For example, James Clear’s life changed when he decided to publish blog posts twice per week: Mondays and Thursdays.
As Clear said, “It didn’t matter how good or how bad it was. It didn’t matter how long or how short it was. It didn’t matter how I felt about it. If all I could do was write three good sentences that day, then that was getting published. I did that for three years and that’s how the site grew.”
Think of this as a general rule: The longer (and higher quality) content you publish, the less often you need to post.
The person who publishes 2,000-word blog posts about technical subjects may only need to publish every week or two. On the other hand, if you create fast content like one-take TikTok videos or tweets, then you’ll need to publish more frequently.
The key is to set deadlines and goals for yourself. You can find content calendars in our tool section at the bottom of this article.
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Now that you’ve selected your niche and platforms, it’s time to talk about earning money in the creator economy.
If you’re new to the creator economy, it can feel like there are a million and one ways to make money as a creative type. Generally, it’s better to start with one platform (and monetize it).
As you grow your following, you can start to expand your influence, and repurpose your content for other platforms, from there.
The key to getting this right is to determine what content creation methods you’re interested in and pairing that with platforms your ideal audience is currently using throughout their day.
You may find that not all platforms work well for you and your content, and you might have to try more than one type out before you get it right. Check out the list below for some of our favorite methods for monetizing.
Best for: owned content platforms (e.g.: email lists and podcast) or small but engaged audiences on social media
If you have different brands or products that you love using in your business or your daily life and are open to sharing that info with your followers, you can earn a commission off of the sales of that product that your audience buys.
Usually, this looks like using a specific code (like SUMO20) or tracking if your audience clicks on a referral link that is tracked until that person makes a purchase. This is a great way to monetize to start because some affiliate brands will pay out thirty percent or more in commissions to content creators.
Most of the time, the brands and products you love will already have an affiliate program set up — just check their website! The signup process to become an affiliate partner is usually quick and straightforward. All you’ll have to do is fill out a brief form or survey about you and your audience, and you’ll be set up and ready to go.
If the brand you’d like to collaborate with doesn’t have a form to apply on their website, the next best method is to start tagging them on social media if you use them. Example: Let’s say you use the same household cleaning product every single day and you always post about it on Instagram stories. Tag the brand each time you post about them (even if it’s a simple “here’s what I’m up to today” post) to get on their radar.
Most brands on social media have folks dedicated to their social media teams who are always on the lookout for good brand partners to bring on. But to be noticed, you’ve got to tag them in your content!
Affiliate sales is also a highly underrated method of creating money as an online content creator, mostly due to micro-niching. If you can tap into the right products to talk about in your content that your audience is most likely to buy, you'll create passive income for yourself just by talking about your favorite things.
Four steps to becoming a brand affiliate:
Best for: educational content creators or audiences who could benefit from added support or networking opportunities
If you create audio or video-related content, subscriptions and online communities can be a great way to make more money. One way creators are using this monetization strategy is by having exclusive additional content only accessible to private paying members (think unedited podcast episodes, hosted Q&As with the creator, and additional material they don’t normally post publicly).
The two most popular platforms for building a subscription-based content platform are Patreon and Ko-Fi. Both methods will allow you to set up a recurring method or offer donation-based options for your audience to view your content.
The same is true for paid access to private Facebook groups, which help content creators connect to members within their community without having to make a lot of introductions. This does really well with creators who are marketing to hyper-specific niches or who work in industries that require a lot of collaboration or access to a specific type of audience.
Seven steps to becoming a brand affiliate:
Best for: online creators who share high value or “how-to” content
Got niche knowledge that the rest of the world needs to know? Digital products are another great way to earn money as a content creator without requiring a lot of money upfront to start selling.
Digital products come in all shapes and sizes, including things like courses, spreadsheets, templates, pre-written documents, and even content swipe files. If you’re someone who has a lot of knowledge and extra materials lying around that your audience might find valuable, chances are these could easily be bundled up into a digital product that you could sell to your audience.
Eight steps to selling digital products:
Best for: personal brands and lifestyle content creators
Another income stream as a digital content creator is selling physical products associated with your content, like branded stickers, t-shirts, sweatshirts, coffee mugs, or tote bags.
Got a catchphrase, concept, or inside joke that your followers are in on? Physical products are one of the best ways to create brand loyalty with your audience and help bring their adoration of you (and your content) from the digital to the physical world.
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One thing to keep in mind here though: if you’re tight on cash, don’t spend a lot of money upfront to buy items or keep them in a warehouse (even if it’s your basement or spare bedroom).
Instead, investigate dropshipping (i.e., letting another company create your product and ship it to your customer without having to keep it in inventory) so you’ll be making passive income from the sale of each product.
Not into dropshipping? You can still sell physical products without the need for a warehouse or inventory of your products. If dropshipping isn’t your thing, try holding a pre-order sales period so you only order the exact number of items you need.
Best for: content creators who make how-to content or are interested in coaching or consulting work
If you’re a content creator making money online, chances are you’ve got a way to turn your knowledge and expertise into a highly profitable service as a way to create some extra income.
It’s a great way to dip your toe into being a content creator, without sinking a lot of time or money before getting started. You may even be able to offer services through content creation that are related to your full-time job.
If you’re interested in getting started in offering professional services, think of one simple offer you can start talking about today. If you can, avoid creating multiple ways to work with you or offers that have a lot of intricate details. Simple is best.
Once you come up with your offer, start talking about it on your content channel of choice at least two to three times a week. If you direct message in the content channel you show up on, you can also offer this to people you are having conversations with (but don’t be pushy with the sales pitch!).
There are many different ways to accomplish this goal (seriously), but here are a few ideas:
Best for: large audiences on social media and/or highly engaged audiences
This is one of the more popular methods of monetizing your blog, podcast, or another content channel, but it might not actually be the best place to start. You’ve probably seen the #ads from your favorite TikTok or Instagram creators, and these are a great way to create a quick cash win from a post or two.
The only problem is, most brands are looking to collaborate with creators who have a large following or a highly engaged audience. If you’re just starting out, see if there are opportunities to work with brands that are interested in microniching.
This subject is such a major part of the creator economy that it deserves a longer breakdown. Here’s what you need to know about partnering with brands as an online creator.
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Tip: Diversify your income with multiple income streams
The trick to making more money as an online content creator is to create a collection of offers at various price points. This makes your paid resources more accessible for your entire audience — without leaving money on the table. This is developed over time, but because most members of your audience will buy from you multiple times (and maybe even different products or offerings), it’s the best way to create more consistent income and create an audience base of loyal and dedicated fans.
Brand partnerships are a primary income source for many content creators.
That’s because content creators know how to draw attention. As we’ve covered, creators build audiences around niche ideas and subjects. The right brand will see a lot of value in your audience. To them, your audience is a list of potential customers for their products. For that reason, brands are often willing to pay creators for an opportunity to make an appearance in front of their audience. It’s an easy way for creators to earn money.
But how do you even get started forming brand partnerships? What’s fair to charge? How do you ensure that the brand is legit (and will actually pay you)?
How to find brand sponsors.
Let’s get technical for a minute. Here’s what you need to know to win reliable brand partnerships — and get paid to promote products you believe in.
There are two broad paths to finding brand sponsorships:
Talent agencies typically charge a percentage of your advertising revenue. In exchange, they negotiate deals, find sponsors, and carry a lot of the administrative weight of being a content creator.
Finding sponsorships on your own requires a lot of work in the early days. But it can be worth it. Here are the most common ways to find brand partnerships:
Now for the fun part: getting paid!
How much can you charge for brand partnerships?
Well, it varies. A lot.
Each industry pays a different rate for influencer promotions. An influencer with 10,000 followers in finance or B2B tech might earn more than an influencer with 100,000 followers in online gaming.
In the same way, engagement rates often matter more than follower count. An influencer who can only reach 1% of their audience might earn less than the influencer with the same size following who regularly reaches 5% of their audience with a given post.
That said, here are the primary variables to consider:
With those variables out of the way, here are some standard influencer rates sourced from Influencer Marketing Hub:
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Once you sign a brand partnership, here are some best practices for advertising their product:
A contract can sound intimidating. We imagine lawyers writing in a language only they understand. A large brown desk in a dark room surrounded by men in dark suits ready to haul us to prison if we overlook a key line in the contract.
Some good news: contracts don’t have to be scary. They’re important, yes, but they’re also extremely common. In fact, you can download (paid and free) contract templates from many places on the web. So, as you design your brand partnership contract, here are the things you want to include:
Noah Kagan recommends that all entrepreneurs — including content creators — follow the “Law of One Hundred.”
This means that when you commit to a new business idea, you have to stick with it until you’ve crossed the 100 post threshold. For bloggers, that means 100 articles. For TikTok influencers, that means 100 videos. And so on.
The power of the Law of One Hundred is in its difficulty. Most content creators won’t see traction with their first few posts. You only find your audience when you publish with rigorous consistency. Most aspiring content creators give up after only a few weeks or months.
The ones who build massive audiences — and eventually earn a full-time living in the creator economy — must do things differently. That means publishing even when it gets difficult. It means creating a new post even after your last one received no engagement.
Once you cross 100 posts, you can choose what to do next. By this time, you may have a fast-growing following — or you may not. Both outcomes are a possibility.
But here’s the best part about the Law of One Hundred: it’s impossible to create 100 versions of anything and not significantly improve.
Now that we’ve completed our deep dive, let’s tie everything together in a handful of simple steps.
So, where will the creator economy go in the near future?
Here are the trends that we believe will continue growing in the near future. Creators will:
Thinking of joining the creator economy?
There’s always space for new voices. Of course, not everyone who publishes regularly online will create a profitable one-person media company. But publishing valuable content online is one of the best ways to create serendipity online.
You never know who will connect with your story or how big an impact your ideas can have on someone. No matter your goals as a creative, the creator economy is the path to achieving them.
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