Move over, Instagram influencers: Welcome to the era of the independent creator

A study of the creator economy shows how creators are moving away from monetizing via social platforms and instead getting paid directly by fans.

Despite the boom of the so-called influencer economy over the past decade-plus, creators who make their living posting content on YouTube, Facebook, Instagram, and more are continuing to face now-familiar challenges: the perils of building a business on the back of an ever-changing algorithm determined by Big Tech companies; the grueling reality of having to post multiple pieces of content a day; and, ultimately, for many, the meager financial reward. Indeed, for every TikTok star that is raking in millions, there are thousands of other creators who can barely make ends meet. 

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