How brands can engage in the creator economy

Jorik Houweling and Nthabi Kamala

This article explains the creator economy, detailing the new ways creators are monetising their work and the difference between creators and influencers.

Brands and the creator economy

This article is part of a series of articles from the WARC Guide to brands and the creator economy. Read more.

What is the creator economy?

In simplest terms, the creator economy is an economy built by creators, where individuals can build their brand, business or community on a digital platform to share their work with the world. According to , there are now 50 million content creators – around and the remaining minority professionals. Independent creators such as writers, videographers, and designers can monetize their creations and personalities so that earning a livelihood highlights their individuality.

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