It’s the era of the independent creator

p 1 what is an independent creator vs instagram influencer

Regardless of the increase of the so-called influencer economic system over the previous decade-plus, creators who make their residing posting content material on YouTube, Fb, Instagram, and extra are persevering with to face now-familiar challenges: the perils of constructing a enterprise on the again of an ever-changing algorithm decided by Large Tech firms; the grueling actuality of having to submit a number of items of content material a day; and, in the end, for a lot of, the meager monetary reward. Certainly, for each TikTok star that’s raking in hundreds of thousands, there are hundreds of different creators who can barely make ends meet. 

This actuality, coupled with an increase of new platforms reminiscent of Substack, Gumroad and Kajabi, which permit creators to attach with their followers and earn cash from them straight, has led to what a new report dubs “the rise of the independent creator.”

Commissioned by Mighty Networks, one other one of these new-ish platforms that enable creators to be extra in management of their earnings, and performed by Nonfiction Research and Bodacious Strategy Studio, the report checked out 1,624 creators who earn an earnings from what they do, and analyzed their work life. (Though the report’s findings clearly profit Mighty Networks, the examine was performed throughout the total creator economic system.)


The conclusion: “While you look underneath the hood at a creator’s enterprise, the basis is shaky AF,” the report reads.

However for all the hand-wringing and tales of woe—the report cited a “want for psychological well being packages to assist these making an attempt to remain upright on a content material treadmill designed to please the algorithm Gods”—there’s excellent news forward. Specifically in the kind of a brand new era of creators who received’t should freak out the subsequent time Fb goes darkish for a number of hours. This new “independent” creator nonetheless builds audiences on Fb and Twitter, however depends on them much less, as an alternative investing in additional area of interest communities constructed on a single platform, the place progress and profitability are much less reliant on scale.

“What got here by loud and clear,” says Gina Bianchini, founder and CEO of Mighty Networks, “is that creators usually are not ever going to depart social media. This isn’t about ‘hashtag delete Fb.’ However [what] we’re speaking about is folks being rather more mercenary about social media in pursuit of discovering that means, and being rather more of a missionary with regards to their very own group and their very own, direct mannequin. They’re placing possession entrance and heart.”

How they’re doing that is damaged down in a “manifesto” in the report that boils down to those 4 steps: 

They personal, they don’t hire

The thought, as Bianchini identified, isn’t to completely ditch Fb and Twitter, however for creators to change into much less reliant on them, as an alternative trying to platforms like Substack and Gumroad the place they will personal their very own content material by subscriptions, memberships, and ideas. Certainly, in response to the report, 57% of creators see direct income by options like subscriptions as extra essential to their future than social platform income. 

The purpose is to additionally unite varied content material choices on one platform, versus providing on-line programs, say, on one platform, and video content material on one other. Platforms, in different phrases, “the place they will put their model entrance and heart, the place they will combine and match content material, group, occasions, and subscription options, and the place they will personal the relationship with their followers, followers, and members,” the report says. 


“On this mannequin, Large Social function feeders and funnellers, not feudal overlords.” 

They go area of interest, not broad

Contemplate this: The report says that for a creator to earn $1,000 a month, they want both 229 Substack subscribers, 224 Patreon supporters, 100,000 Instagram followers, or 2 million month-to-month YouTube views.

The explanation? Smaller, extra focused audiences which might be as a lot about becoming a member of a group as following a person are in the end extra invaluable to creators. That’s as a result of creators are in a position to join followers to one another and unite them in a passionate trigger, per se, versus giving them a spot to easily “like” or depart a remark about content material. 

This concept was first posited by Wired cofounder Kevin Kelly in his 2008 piece “1000, True Followers.” “For Kelly,” the report reads, “it was by no means nearly the artist’s content material. Somewhat, ‘1,000 True Followers’ tapped into how followers valued one another and being half of a passionate scene.” 

They domesticate communities, not audiences

These new, independent creators are extra fascinated with constructing hubs the place folks collect and talk versus locations the place folks drop by to click on a couple of thumbs-up buttons. By memberships and subscriptions, creators can supply their group members extra—particularly extra alternatives to interact and extra occasions to attend which might be all geared toward bringing the group nearer. 

This, in flip, means creators are much less beholden to a mannequin the place they’re having to continually entertain audiences with an countless stream of content material. A group lives and breathes extra independently—it “develops its personal vitality, its personal dynamism, and its personal vibe—way more so than a free viewers ready for the subsequent broadcast.”

This frees up creators to submit extra meaningfully in addition to much less steadily. Based on the report, whereas creators really feel they should submit 5 to seven occasions a day on Large Social platforms with the intention to generate sufficient income to reside on, one group platform generated $1,000 a month with simply two to a few posts per week. 

They construct community results, not content material conveyor belts

The attract of platforms like Fb and Instagram for creators has been the immediate means to plug into these platforms’ networks. However the thought now could be for creators to construct up their very own networks, utilizing their very own instruments. Once more, the thought isn’t just to serve up content material to an array of social media websites, however to construct a main on-line hub that followers will come again to many times to interact with as a result of of its group environment. 

These communities needn’t have huge social media followings. The report says that on one platform that permits creators to construct their very own direct-to-consumer following, the platform’s prime 250 revenue-producing customers had a median social media following of simply 8,500.   

Bianchini causes that when folks make this calculation—that “it’s simpler to achieve success with a smaller quantity of folks”—the dimension of the creator economic system will balloon from its estimated dimension of 50 million creators to a number of occasions that. “While you begin to add up all the those who have a Fb group with 10,000 members and an Instagram following with over 10,000 folks and who then begin to generate profits not simply by sponsorships and rev-split . . . what occurs is extra folks get to do that.”