According to a new report by Kajabi titled State of Creator Commerce, there is a major change in the creator economy, and creators are also trying to start their own businesses alongside their social media. Social media is becoming more and more unstable because of a potential TikTok ban, a decrease in payouts, and constantly changing algorithms, so creators are looking for more controlled and stable ownership over their content and are seeking financial independence. In 2025, creators are becoming entrepreneurs, with 59% of the content creators identifying themselves as such, and it's a 16% increase from last year.
These Entrepreneurial Creators are using social media to build their audience and invest in their own platforms through coaching, memberships, newsletters, and digital products. TikTok’s disappearance in January 2025 was the biggest turning point for many content creators turning into entrepreneurs, because they cannot risk relying on a single platform. Entrepreneurial Creators are earning 25% more than creators who are relying on social media platforms only, and are choosing ownership over instability.
This shift from being creators over social media platforms to being entrepreneurs isn't only boosting the earnings of creators but is also improving their lives. Entrepreneurial Creators reported having better personal and professional outcomes than Social-First Creators. 58% of Entrepreneurial Creators reported having more control over their content as compared to 36% of Social-First Creators. Similarly, 49% of Entrepreneurial Creators, as compared to 28% of Social-First Creators, enjoy more creative freedom, while 42% also reported having a stronger work-life balance as compared to 28% of Social-First Creators.
Creator economy is evolving at a rapid speed, and now it's an era to choose ownership over algorithms. 55% of the Entrepreneurial Creators say that it is important to have direct audience ownership. It is also important to have niche expertise, which can help monetize the content, and diversifying revenue streams can also help in stabilizing the income.
Image: DIW-Aigen
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These Entrepreneurial Creators are using social media to build their audience and invest in their own platforms through coaching, memberships, newsletters, and digital products. TikTok’s disappearance in January 2025 was the biggest turning point for many content creators turning into entrepreneurs, because they cannot risk relying on a single platform. Entrepreneurial Creators are earning 25% more than creators who are relying on social media platforms only, and are choosing ownership over instability.
This shift from being creators over social media platforms to being entrepreneurs isn't only boosting the earnings of creators but is also improving their lives. Entrepreneurial Creators reported having better personal and professional outcomes than Social-First Creators. 58% of Entrepreneurial Creators reported having more control over their content as compared to 36% of Social-First Creators. Similarly, 49% of Entrepreneurial Creators, as compared to 28% of Social-First Creators, enjoy more creative freedom, while 42% also reported having a stronger work-life balance as compared to 28% of Social-First Creators.
Creator economy is evolving at a rapid speed, and now it's an era to choose ownership over algorithms. 55% of the Entrepreneurial Creators say that it is important to have direct audience ownership. It is also important to have niche expertise, which can help monetize the content, and diversifying revenue streams can also help in stabilizing the income.
Read next: Which Tech Giants Are Leading with the Toughest Interviews and Earning Candidates' Praise?
