Despite many influencers having loyal followings, creator-led brands often fail when the hype from first-time buyers dies down and doesn't translate into repeat purchases.

While influencers try to make money off of their posts, that's not always the case for content creators.

The creator economy—which is projected to be worth as much as $480B by 2027—is a system powered by people creating online content for monetizable audiences.

Top creators get paid millions of dollars per post

From the Kardashians to the world’s top soccer players, a handful of celebrities average hundreds of thousands, if not millions of dollars, per sponsored post. But brands aren’t willing to shell out that money for a high follower count alone. Creators must have high engagement rates on their content, too.

Many of the 2010s girlboss-era founders experienced a public fall from grace in 2020

In the 2010s, dozens of female founders were celebrated on the covers of business magazines like Inc. for their recent startup success, from Emily Weiss’s Glossier makeup brand to Steph Korey’s Away luggage company. But many of these companies were also the subject of large takedown articles around the year 2020.

Some influencers are facing the dark side of being a public persona

From burnout to stalkers, a content creator’s life can quickly become complicated as their following grows. Women’s Health recently spoke with some creators about what they wish they’d known before they started their careers on social media.

Here is a visualization of the creator economy as an ecosystem

From social media platforms like Instagram and TikTok, to major advertisers paying influencers to promote their brands, to the consumers watching online content, quite a few engines have to keep firing to make the creator economy run smoothly.

Estimates say the creator economy market size will reach $500B by 2026

The creator economy, a system powered by people creating online content for monetizable audiences, has democratized fame and influence. Much of influencers' recent power comes from Gen Z's preference for authenticity over the polished approach of legacy media.

Today's money-making influencers might not have existed without the 'mommy bloggers'

"Mommy bloggers" chronicled the realities of their lives with kids on blogs in the early 2000s. Many eventually made some serious ad dollars too.

'Deinfluencing' explained

You’ve probably heard of influencers, but have you heard of “de-influencers?” Basically, the de-influencing trend started when creators began making videos about products you shouldn’t buy, rather than sponsored content promoting things you should purchase. Comedian Taylor Tomlinson recently cracked some jokes about the trend, and its companion “under consumption-core.”

Caroline Calloway: The influencer who botched two six-figure book deals

The daughter of a real estate mogul, Caroline Calloway was an Instagram influencer who leveraged her "Cambridge captions"—young adult novel-esque descriptions of college parties—into a six-figure book deal in 2014. After having failed to produce...

NFTs have been leveraged by brands to represent physical and digital items

The buzz around non-fungible tokens has faded since 2021 to 2022, when brands including Prada and Starbucks launched their own NFTs. While Prada’s NFTs were linked to limited-edition fashion items, Starbucks’ were part of a loyalty program.

After making its US debut in 2015, Shein's sales surged during the pandemic—in 2023, the fast fashion company was valued at roughly $66B.

Inside the life of a 13-year-old beauty influencer

Thirteen-year-old Evelyn started posting get-ready-with-me style videos the summer before she entered 7th grade. Pull back the curtain on how she rose to internet fame through cutting observations of her peers at school, and how platforms like TikTok have responded to those under 13 joining the creator economy.

MrBeast is one of YouTube's biggest creators

Jimmy Donaldson always wanted to be an entrepreneur. His drive to succeed helped create the world's most successful YouTube channel through his media personality MrBeast. This in-depth interview with Steven Bartlett reveals the intimate details of Donaldson's experience as a big-time creator and more.

Venture capitalists were once bullish on DTC brands

While a physical store can only hold so many objects, online retailers without the limits of four walls that could sell their products direct-to-consumer could theoretically be great investments. But they didn’t always provide investors with expected returns.

What is the creator economy?

The creator economy is a system powered by people creating online content for monetizable audiences. These “creators” and “influencers” make money off their digital audiences through brand deals or revenue shares with social media platforms.

Hank Green on the problem with being a creator

YouTuber Hank Green takes over The Financial Diet's platform to talk about the creator economy. He walks the audience through the financial decisions involved when making content. He also describes brand deals, and who actually owns the content posted on social media platforms—the creator or the platform itself?

TikTok's top 10 users have over 1B followers

Influencers like Charli D'Amelio and MrBeast, as well as more traditional stars like Dwayne "The Rock" Johnson, produce content that keep people scrolling.

How YouTube's biggest creator changed the platform forever

Jimmy Donaldson, aka MrBeast, has accrued 241 million subscribers on YouTube by obsessing over content and spending sometimes millions to produce a single video. He is known for recording himself doing extreme stunts, like staying underwater for 24 hours, and gifting people with large amounts of money. Creators have imitated his style ever since. Dive into how MrBeast transformed YouTube here.

Celebrities are able to promote prescription drugs on social media without any required mention of potential side effects due to a legal loophole.

Listen to a podcast interview with an industry expert about why abstaining from fast fashion is so difficult for many Americans.

Many startup founders pull out-of-the-box stunts to get their businesses off the ground.

Theranos and Pets.com are among some of the biggest startup failures ever

You might have heard of Theranos, Elizabeth Holmes’s one-time blood testing company that landed the founder in prison for more than a decade after she was charged with fraud. The rest of the startups on a list of five of the biggest startup failures ever might not be as famous as Theranos, but they were met with similarly disastrous fates.

According to some estimates, roughly 75% of venture-backed startups fail, making startups inherently risky ventures.

Fast fashion brands sell cheap clothing by limiting how much they pay workers, using cheap synthetic material, and avoiding constraints on production levels and resulting environmental impacts.

The Girlboss TV show is generally regarded as a failure

Sophia Amoruso’s memoir, “#Girlboss,” spawned more than just a cultural movement—it also inspired an ill-fated television show that is remembered as one of Netflix’s first major failures.

A small fraction of creators make money on YouTube

YouTube has become one of the world's leading entertainment platforms almost entirely on the back of users who upload their own content. An estimated 3.7 million new videos get uploaded to YouTube each day, but only a small, very popular fraction are able to make money from their content.

IPOs that failed

Plenty of private companies fail once they try to go public. Failing can mean shares sell for less than their initial asking price on its IPO date, or it can look like a company pulling out of the IPO process at the last minute. Some companies with failed IPOs include Pets.com, Etsy, and Robinhood. Learn more about these companies and others here.

A creator economy timeline

Long before anyone memorized a TikTok dance, the creator economy began with regular people blogging about their personal lives. Eventually, it snowballed into the creator economy we know today. The Washington Post created an interactive timeline to help visualize how the creator economy got from point A to point B.

How big brands keep your loyalty

We perceive ourselves as rational decision-makers—but research about our consumption habits suggest we are easily played by clever marketing. Here's how big brands design their branding to keep you coming back.

Just because a big name company is going public doesn’t guarantee a successful stock

A reporter dove into how highly anticipated IPOs can still be risky, and why retail investors should be wary of investing right away.

MrBeast became one of YouTube's biggest creators

Jimmy Donaldson, aka "MrBeast," has racked up more than 312 million subscribers on the platform thanks to high-energy videos that mostly feature challenges, stunts, and philanthropy. He joined YouTube in February 2012, and his 800-plus videos have racked up more than 57 billion views.

Peloton instructors have built expansive personal brands

Outside of teaching Peloton classes, many instructors have amassed large social media followings and brand deals—ranging from modeling for Puma and Adidas to "Dancing With The Stars" appearances. On top of their influencer work, leading instructors at Peloton—like Cody Rigsby, Emma Lovewell, and Robin Arzón—reportedly earn salaries of more than $500K.

Sophia Amoruso coined the term 'girlboss' with her bestselling memoir

Sophia Amoruso turned a small eBay shop into Nasty Gal, a $250M fashion empire. Her success sparked the #Girlboss movement after her bestselling memoir, but behind the rise was a rapid fall. Leadership struggles and financial missteps led to bankruptcy in 2016.

Peloton's success is partly due to users' relationships with instructors

Despite Peloton's online model, most users feel a deep connection with the instructors and have created community groups around their shared identities (like being a mom or a lawyer). The relationship users have with their instructors has fueled consistent engagement and paved the way for instructors to take on personal brand deals. (Some users may experience a paywall.)

'Instagram traps' are changing art museums

In the creator economy era, it feels like anyone has the potential to become an influencer—if they can just capture the right content. Naturally, some places are better suited for an Instagram photo than others. Museums-turned-photo-backdrops (think: the Museum of Ice Cream) are the best of the best.

One of LVMH's key business innovations was widening the luxury market's target audience

While certain items under the LVMH umbrella can cost thousands of dollars, like large Louis Vuitton bags, others, like coin purses or lipstick, cost significantly less. Some argue that these comparatively lower-priced items allows LVMH's target audience to be much larger in size than it would have been if it only targeted the world's wealthiest shoppers, whereas others argue that it makes the brand more vulnerable to economic downturns.

Some critics view Marina Abramović as more of a brand than an artist

As the performer became more tied to A-listers like Jay-Z, Lady Gaga, and James Franco, culture critics began to consider the commercialization of performance art and how audiences may have flocked to see the “brand” of Abramović more than her actual work.

The fitness industry has seen a lot of fads—and Peloton might be one of them

Like SoulCycle and Tae Bo, Peloton has struggled to stay at the forefront of the fitness industry. Despite periods of incredibly high interest and high-profile users (like the Obamas), Peloton has lost many users since the pandemic ended—and has struggled to add more. (Some users may experience a paywall.)

These famous brands used to have different names

Did you know that Nike used to be called Blue Ribbon Sports? Or that Google was originally named BackRub? Getting a brand's name right is a tough job; there's an entire cottage industry of brand naming agencies to prove it. See which brands got it right the first time—and which ones might be better off with their current names—in this article.

Many startups in a variety of industries try to reframe themselves as 'tech companies'

Tech is still the dominant industry for startups—in part due to its low barriers to entry, high growth potential, investor preferences, and the proliferation of tech into a wide variety of industries. Sweetgreen, the fast-casual salad chain, for instance, has often referred to itself as a tech company.

In 2022, there were 4.2 billion social media users across the globe

Among them were 200 million creators. Linktree, a company that helps create links in people’s social media bios (and much more), gathered the most important numbers from 2022 to get a more accurate picture of what the creator economy looks like, numerically speaking.

Influencers have changed what music festivals look like

One major criticism of Coachella is that it's a playground for ultrarich people, with celebrities and influencers posing for selfies at a polo club. This article dissects the legitimacy of that stereotype and argues that the backlash to it has altered the festival's cultural standing.

There are 'YouTube camps' that teach children how to create content for the video platform.

Calculate creator economy platform costs

The creator economy continues to be an attractive way to earn money for many people. While many platforms exist to help creators monetize their work, each has different feature sets and pricing models. This calculator helps workers decide which platform works best for them.

Chinese clothing retailer Shein accounts for about half of fast-fashion sales in America.

Ruby Franke is an influencer serving time in jail for child abuse

The story of this parenting influencer is perhaps one of the darkest stories to come out of the creator economy. Ruby Franke previously ran a YouTube channel with millions of followers where she made money by monetizing her controversial parenting advice. Now she’s serving jail time for child abuse.

Cult classics are often defined by their initial commercial failure

Whether they're films, albums, television shows, or some other work of art, cult classics usually develop ardent followings because of their early struggles, either as box office flops or modest, self-released affairs. Richard Kelly, director of cult film "Donnie Darko," explains why he believes that endears audiences.

Sophia Amoruso reflected on the girlboss movement 10 years later

It has been more than a decade since 2014, the year Sophia Amoruso published her book "#Girlboss," which became a New York Times bestseller. Since then, Amoruso has more or less journeyed through the seven circles of the corporate underworld, and the "girlboss" has been declared dead. This podcast episode lets listeners hear her thoughts on the legacy of the girlboss phenomenon 10 years after she started it.

Understanding TikTok-owner ByteDance's business model

ByteDance has ridden TikTok's major success to become the world's most valuable startup. This deep dive showcases some of the company's smartest moves and tactics, and where it's headed next.