The growing creator economy: Creators divulge the social media platforms that actually earn them money

This article is part of a cross-brand Digiday Media series that examines how the creator economy has evolved amid the Covid-19 pandemic. Explore the full series here.

Over the last year or so, social media platforms have been hyper-focused on rolling out the proverbial red carpet to influencers and creators as the creator economy continues to heat up.

From digital tip jars to creator programs, social media platforms are trying to create pathways for creators that woo them over and keep them on their channels as the need for platform-native creators, and their influence continues to grow as a marketing channel amid the pandemic.

Since the pandemic lockdown forced a shift in how people used social media, interest in influencer marketing accelerated so much that it’s now seen as a staple in most brands’ media mix. That trend was further pushed due to constraints for in-person production, and influencer marketing was up year-over-year, according…

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