[eMarketer] How content creators expand their influence beyond social media

For many content creators, Instagram isn’t everything. In the US, 41.0% of creators run websites or blogs to reach their audiences outside of social media. Newsletters and podcasts are also tools they use to staying connected. But perhaps most notably, 43.3% do not use anything other than social platforms.

According to eMarketer, new content channels bring new revenue streams—64% of US creators who also use nonsocial platforms have monetized their secondary channels through sponsored collaborations.

The roughly 2 in 5 creators relying exclusively on social media may be at the mercy of Facebook, YouTube, TikTok, and the like, whose algorithms and policies are more subject to scrutiny and change than ever.

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