The "State of Creator Commerce" report, from Kajabi, revealed a significant change in content creators' behavior: many are moving away from exclusive dependence on social media and seeking greater financial autonomy. According to the study, There was a 400% increase in influencers' concerns about potential disruptions on social platforms, what demonstrates the level of insecurity that many face when relying solely on these tools
The concern makes sense in light of the significant declines in the main traditional sources of monetization within networks. The data shows that direct payments from platforms decreased by 33%, the revenue from affiliate marketing decreased by 36%, and the earnings obtained through agreements with brands decreased by 52%. This instability scenario has driven creators to seek alternative and more stable sources of income
Among the new paths, they stand out the products and services of their own. The research indicates a 47% increase in revenue generated by podcasts, what demonstrates one of the ways in which creators have sought greater financial independence. Furthermore, the report also points to a 20% increase in digital download sales, 14% in sales of educational content and 10% in memberships in member groups. These data reinforce the trend that influencers are becoming digital entrepreneurs, creating your own monetization ecosystems and reducing social media platform intermediaries
For Fabio Gonçalves, International talent director at Viral Nation and influencer marketing market specialist for over ten years, this movement represents an advancement in the professionalization of the sector. Relying exclusively on social media for income generation is becoming unsustainable. The creators are realizing the importance of diversifying their revenue streams and building their own assets, like courses, podcasts and digital and physical products, that offer greater control and financial stability, analysis
The professional explains that the first step for influencers is to shift from "just creator" to "own brand entrepreneur" "Those who wish to prosper in this new scenario need to think beyond likes. It is essential to understand the audience thoroughly, identify real monetization opportunities, becoming an authority in one or more subjects and betting on scalable formats, as mentoring, digital and physical products and subscriptions. Creators who master their communities and know how to deliver consistent value can build solid businesses that are less dependent on social media rules and algorithms, orient
He emphasizes that this transformation also requires a new stance from influence agencies. "In Viral Nation", we are adapting our strategies to support creators in this transition. This includes providing support in digital product development, creation of communities and implementation of sustainable business models. Our goal is to empower influencers to become digital entrepreneurs, with multiple sources of income and greater independence from social platforms, complete
