Over the past decade, there has been an explosive rise in the number of creators across North America. Creators, also known as influencers, are individuals who have built an audience by sharing content online through platforms like YouTube, Instagram, TikTok and more. They monetize their audiences through sponsorships, affiliate marketing, merchandise, online courses and other means.
According to a report by Mediakix, the number of social media influencers in the United States has grown from just over 50,000 in 2017 to over 2 million in 2020. This growth has been fueled by the rise of new content platforms and the increasing willingness among brands and businesses to work with online personalities to promote their products and services. Creators are able to thrive by developing dedicated followings around their passions and expertise.
New creator tools have also lowered the barrier to entry in the industry. Anyone with a smartphone can now produce high-quality videos, livestreams, podcasts and more from their living room. Additionally, more advanced tools allow for strong audience analytics, monetization options, and collaboration features that help creators grow businesses from their content. This has supported the rapid influx of new influencers across virtually every niche.
Diversifying Creator Economies
The boom in creators has supported a diverse range of economies within different countries, regions and communities across North America. For example, in the United States, Los Angeles and New York have long been hubs for influencer culture and the creator industries that support them. However, with the ability to work remotely, hubs are growing in new places like Austin, Miami, Denver and others.
In Canada, cities like Toronto and Vancouver have major creator communities comparable to major American influencer cities. Many Canadian creators focus on lifestyle, comedy, gaming and fashion content. Smaller Canadian cities are also beginning to attract and support creators in these genres.
Across Latin America too, countries like Mexico and Brazil have extremely engaged audiences and thriving spheres of local influencers and content producers. Creators in Latin America tend to focus on sharing culturally relevant experiences online in Spanish and Portuguese. The demand for more localized content has supported growth.
Platform Dependence Remains a Concern
While the Creator Economy has blossomed tremendously, the community still relies heavily on major technology platforms for monetization and distribution infrastructure. For instance, over 90% of social media influencers surveyed acknowledged that Instagram drives the majority of their business. Additionally, 55% said YouTube is another indispensable platform.
This high level of dependence on companies like Meta, Instagram, TikTok and YouTube for income leaves creators vulnerable if algorithms or policies change negatively. Many creators saw dramatic income drops during Instagram's algorithm transition to less chronological feeds in 2016. TikTok's rise has also cut into YouTube earnings for a subset of influencers.
To address this, some influencer unions and advocacy groups lobby for more transparency and protections from platforms. Meanwhile, creators are increasingly trying to diversify beyond a single network by cross-posting content and driving traffic to owned websites and applications. Many are also releasing products, services or physical meetups to reduce third-party risk over time.
Opportunities Amid Market Saturation Concerns
While some experts warn of an impending creator "bubble bursting" as the market saturates, opportunity still exists within niches and customized content strategies. Anthropic's 2022 Creator Economy Report notes ongoing 13% annual growth through 2025 as platforms launch monetization tools and features.
Creators servicing business needs will find demand too. The influence marketing industry is projected to reach $15 billion by 2027 according to MediaKix research. This comes as more brands leverage influencers for everything from social ads and sponsored posts to product testing and live commerce initiatives.
However, success will require differentiation, community-building beyond platforms and knowing one's target audience inside and out. General "lifestyle influencers" posting to crowded grids will face more competition for brand dollars. Creators cultivating experts status around pressing issues or underserved audience segments stand the best chances of long term careers. The North American creator economy remains vibrant as long as people find fulfilling ways to use their influence.
The creator economy has revolutionized how people share information and make a living online across North America. While obstacles like platform over-reliance remain, continued growth and opportunity within niches shows self-made internet personalities complementing traditional media. With advanced tools and passionate communities, online content is now a viable profession improving accessibility within the creative industries.
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