Why this matters to creators and brands: These statistics offer a snapshot of the current Creator Economy. For brands, it’s good to know you have many, many creators to choose from with strong audience sizes. For creators, it’s important to know you have competition out there, so generating high-quality, engaging content is important.
Creator monetization statistics
Research shows that sponsored content is the main revenue source for creators, with affiliate marketing and advertising revenue rounding out the top three.
Source: eMarketer
66% of influencers consider themselves “part-time” influencers.
Source: Linktree
The average cost per piece of content by platform varies, with the most affordable option being a Facebook post, which influencers charge $642 for. Meanwhile, the most expensive type of influencer-created content is for Twitch, which costs $4,737 per piece. Specific breakdowns of cost by platform are found below.
Source: The 2023 State of Influencer Earnings
12% of full-time creators make over $50,000.
Source: Linktree
How much time do creators spend generating content? Research shows 36% spend between 1-5 hours, and another 27% spend 5-10 hours.
Source: Linktree
Why this matters to creators and brands: Brands and creators need to understand how much time influencers invest in content creation, along with average rates. For the creator economy to thrive, adequate compensation is imperative.
Platform-specific statistics
In 2024, Instagram was the platform of choice for brands, investing $2.2 million into Instagram influencer campaigns, with TikTok and YouTube following in second and third place.
Source: eMarketer
One survey shows 72% of marketers prefer Instagram for creator collabs, with a third of marketers saying the channel offers the best ROI.
Source: Hubspot
When 18-to-29-year-old consumers were asked which platform is best for influencers to use for product promotion in 2022, 31% said TikTok; an increase of 63% from 2021.
Source: 2024 Trust in Influencer Marketing
58% of marketers say they use YouTube in influencer collaborations with 20% saying they get the best returns from this channel.
Source: HubSpot
While you might not hear about influencer marketing on Facebook that much, 57% of brands use the channel for influencer marketing, with 18% saying it’s the easiest platform to use for this type of marketing.
Source: HubSpot
Why this matters to creators and brands: Brands and influencers often wonder which platforms to use. With so many to choose from, it’s almost impossible to maintain a strong presence on all of them. Brands and influencers can use these stats as a guide, but of course, you should monitor metrics to find the best fit.
This roundup of creator economy statistics can help both influencers and brands understand how to connect with each other, negotiate fair rates, and weigh ideas for future campaigns. Consider sharing these stats with your team and discussing how your brand can tap into the creator economy.
