22 Statistiques révélatrices sur l’économie des créateurs !

Combien y a-t-il de créateurs professionnels ? Combien y a-t-il de créateurs en tout ? Combien les créateurs gagnent-ils par article sponsorisé, et comment complètent-ils leurs revenus ?Dans cet article, nous avons rassemblé les meilleures statistiques sur l'économie des créateurs provenant de rapports publiés partout sur Internet. Ils répondent à toutes ces questions et bien d'autres, et révèlent vraiment les idées fausses courantes que nous avons tous sur la création de contenu. Commençons.

Sélection de l'éditeur - Statistiques de l'économie des créateurs

General creator economy statistics

1. Il y a 207 millions de créateurs sur le web.

Selon le rapport 2022 de Linktree sur les créateurs, l'économie mondiale des créateurs comprend plus de 207 millions de créateurs dans le monde. Ils ont également révélé une base d'utilisateurs de médias sociaux de 4,2 milliards d'utilisateurs, ce qui donne une idée du potentiel des créateurs professionnels à augmenter leur audience.

Source: Linktree

2. Facebook has the largest user base with 2.9 billion monthly active users

Statista suit les données de la base d'utilisateurs pour toutes les principales plateformes de médias sociaux. Leurs données montrent que Facebook a la plus grande base d'utilisateurs avec 2,9 milliards d'utilisateurs actifs par mois à la fin du quatrième trimestre 2022. C'est intéressant car la majorité des statistiques de cet article indiquent que Instagram, TikTok et YouTube sont les plateformes de médias sociaux les plus influentes pour les créateurs.

Source: Statista

3. 67% of all influencers are nano influencers with 1,000 to 10,000 followers

According to data uncovered by Linktree, most creators, or 67.15%, are nano influencers, meaning they have between 1,000 and 10,000 followers.

This percentage makes up the majority of influencers, or roughly 139 million of all content creators.

The next biggest chunk of creators are micro influencers, or influencers with 10,000 to 100,000 followers.

There are 41 million micro influencers, which is 19.81% of all creators.

There are 2 million macro influencers (100,000 to 1 million followers) and 2 million mega influencers (over 1 million followers).

These numbers make up less than 1% of all creators globally each, or 1.94% combined.

23 million creators have fewer than 1,000 followers. This number makes up 11.11% of all creators.

Source: Linktree

4. 66% of creators work part time as content creators

Ces données proviennent d'une enquête réalisée auprès de 9 500 créateurs par Linktree pour leur rapport 2022 sur les créateurs. 66 % des répondants ont déclaré travailler à temps partiel comme créateurs, ce qui signifie que 34 % des créateurs sont des créateurs à temps plein. 36 % sont des créateurs amateurs qui ne produisent du contenu que depuis moins d'un an. 43 % des créateurs passent cinq heures ou moins par semaine à créer du contenu.

Source: Linktree

5. 77% of social media influencers are women

Selon les résultats de l'enquête, 76 % des influenceurs de TikTok sont des femmes, contre 24 % d'hommes. Sur Instagram, 79 % des influenceurs sont des femmes et 21 % des hommes. L'écart est le plus faible sur YouTube. La tendance se poursuit lorsque l'on compare le nombre d'abonnés des hommes et des femmes sur TikTok et Instagram. Toutefois, l'écart est le plus faible lors de la comparaison des nombres d'abonnés sur YouTube, en particulier parmi les YouTubers ayant entre 50 000 et 100 000 abonnés. 53 % des YouTubers ayant entre 50 000 et 100 000 abonnés sont des femmes, contre 47 % d'hommes. 56 % des YouTubers ayant entre 100 000 et 500 000 abonnés sont des femmes, contre 44 % d'hommes.

Source: Collabstr

6. 25% of influencers operate in the fashion and beauty niche

This stat comes from Influencer Marketing Hub in their 2023 State of Marketing Report.

They found that the fashion and beauty niche was popular among 25% of respondents, gaming among 12.9%, travel and lifestyle among 12.5%, sports among 12%, family, parent and home among 10.7%, and health and fitness among 6.8%.

19% of respondents voted for “other.”

However, it should be noted that Influencer Marketing Hub’s numbers come from a survey of 3,500 marketing agencies and brands.

Collabstr also publishes a report on influencer marketing every year.

While they don’t say what percentage of respondents voted for what, their report does state that the most popular niches (voted for by 50,000 influencers) are lifestyle, fashion, beauty, travel, modeling, and health and fitness.

Source: Influencer Marketing Hub

7. The global influencer marketing industry is expected to grow to $21.1B in 2023

The influencer marketing industry grew to $16.4 billion USD in 2022 and is expected to grow to $21.1B in 2023.

This data was uncovered by Influencer Marketing Hub, who also discovered, through a survey of 3,500 marketing professionals, that 67% of marketers plan to spend more on influencer marketing in 2023.

This means there’s a lot of potential for the average nano influencer to launch a full-fledged creator business.

There’s also a lot of potential for brands to circumvent ad-blocking technology by spending less on ad revenue and more on influencer marketing, including commissioning creators to create sponsored posts.

When brands do this with creators who have active, highly-engaged followings, their engagements from marketing campaigns have the potential to be higher than marketing campaigns that involve inserting ads in multiple channels.

Source: Influencer Marketing Hub

8. The United States is the #1 country for influencer marketing

Collabstr surveyed 50,000 influencers and 20,000 brands and marketing agencies.

The resulting data revealed the 10 most popular countries for brand deals.

The United States was ranked as the most popular country for paid collaborations between brands and influencers, followed by Canada, the UK, Australia and Germany.

This was followed by Mexico, France, Spain, the Netherlands and Italy.

When Collabstr broke this data down even more, they found that the top cities (all of which are in the United States and Canada) with the highest number of influencers included Los Angeles, New York City, Toronto, Vancouver and Atlanta.

Source: Collabstr

9. 67% of social media creators have never collaborated with a brand

In Linktree’s 2022 Creator Report, the company surveyed 9,500 creators.

They discovered that 67% have never collaborated with a brand on their social channels.

This is probably a major reason why the majority of creators are not making living wages.

Source: Linktree

10. The majority of influencers own accounts on 1.9 social media platforms

According to Collabstr’s report, on average, most social media influencers are monetizing accounts on around 2 platforms at a time.

This gives marketers wider target audiences to market their products to, perhaps even wider than they thought.

Source: Collabstr

11. 58% of creators produce multiple forms of content

In Linktree’s 2022 Creator Report, the company asked 9,500 creators about the content types they use.

While the majority of creators report only using one content type, 58% voted for two to four content types.

Content types include short-form videos, long-form videos, podcasts, blog posts, etc.

Source: Linktree

12. 62% of niche creators agree specializing improves engagement and reach

Linktree’s survey of 9,500 creators included niche creators.

A niche creator is a content creator whose content targets a specific niche, such as lifestyle, beauty, tech, etc.

62% of these creators believe picking a niche and dedicating your content to it increases your chances of growing an audience and receiving more likes, comments and conversions from your content.

Source: Linktree

Creator economy stats based on revenue

13. Only 12% of full-time creators make more than $50,000 a year

Linktree’s survey of 9,500 creators revealed that only 12% of full-time creators make more than $50,000 in annual income.

48% make less than $1,000.

This means the vast majority of full-time creators are not taking advantage of the large number of influencer marketing opportunities available today, either because they simply aren’t interested in accepting brand sponsorships or they don’t know how to get started.

3% of part-time creators make more than $50,000/year from content creation while 68% make less than $1,000.

Source: Linktree

14. Lifestyle influencers charge $994 for brand collaborations on average

Collabstr surveyed 50,000 influencers for their 2023 Influencer Marketing Report.

They found the lifestyle niche to be the highest-paid influencer niche on average, after excluding celebrity and entrepreneurial influencers.

Lifestyle influencers ask for $994 per brand collaboration on average.

Health and fitness came in second at $979 per collaboration with comedy and entertainment coming in a close third at $968 per brand collaboration on average.

Travel ($939), food and drink ($918), fashion ($912), model ($864) and beauty ($860) followed.

Source: Collabstr

15. 41% of creators say selling their own physical products is the best way to monetize

When Linktree surveyed 9,500 creators in their 2022 Creator Report, they asked creators to vote for the income streams that drive revenue to their creator businesses.

23% of niche creators and 18% of non-niche creators voted for “own physical products” for a total of 41% of all creators.

The next biggest income stream for creators is affiliate marketing, which was voted for by 25% of creators.

15% of niche creators and 10% of non-niche creators say affiliate marketing is an important revenue stream.

Influencer marketing was voted by 23% of creators as being the third best revenue stream.

This was voted for by 14% of niche creators and 9% of non-niche creators.

Source: Linktree

16. 25% of creators earn the most amount of revenue from their blogs or websites

Linktree’s survey of 9,500 creators revealed that although only 2% of creators say their largest audience is on their blog or website, 25% say they earn the most amount of revenue from a blog or website.

This is likely due to the simple fact of there being far less distractions on blogs and websites. Therefore, conversion rates are higher.

Source: Linktree

17. Over 250,000 creators earn revenue from Patreon

Patreon is a membership platform in which followers, or “patrons,” can support creators by subscribing to individual creators on a monthly basis (or on a per-content basis) in exchange for perks, such as early access, sub-only posts, sub-only livestreams, etc.

According to Patreon’s About page, there are over 250,000 creators on the platform who’ve generated over $3.5 billion in revenue from subscriptions.

There are also over 8 million active patron accounts, making Patreon a popular platform for independent creators.

Source: Patreon

Creator economy statistics for specific creator platforms

18. 12% of amateur creators say their biggest platform is TikTok

This stat comes from Linktree’s 2022 Creator Report.

12% of “beginner” creators consider TikTok to be their biggest platform while only 6% of “experienced” creators say the same thing.

Source: Linktree

19. 22% of professional creators say Facebook is their biggest platform

In Linktree’s 2022 Creator Report, 22% of professional creators say their biggest platform is Facebook versus 16% of amateur creators.

This is surprising given Facebook’s loss of influence over the last few years when compared to platforms like Instagram, TikTok and YouTube.

Source: Linktree

20. 45% of brand deals are made with TikTok influencers

In Collabstr’s 2023 influencer marketing report, the company analyzed 7,000 brand deals between marketers and influencers.

They found that 45% of deals were made with TikTok influencers while 39% were made with Instagram influencers.

The numbers prove that TikTok has taken over Instagram in influence.

In 2022’s report, Collabstr found that 48% of paid collaborations were made on Instagram while 46% were made on TikTok.

Although the numbers are lower in 2023’s report, they demonstrate just how much TikTok has grown over the last few years and how it’s on course to leave other social media platforms behind.

Other than these two powerhouses, 14% of brands used user-generated content while 2% made collaborations with YouTubers.

Collabstr describes user-generated content as being “not specific to any particular platform.”

Source: Collabstr

21. 82% of influencers offer influencer marketing services on Instagram

When Collabstr surveyed 50,000 influencers, they found that 82% report using Instagram to offer paid collaborations to brands while 61% use TikTok.

26% of influencers offer their services through user-generated content that’s not linked to a specific platform.

The remaining 9% of influencers offer their services on YouTube.

Source: Collabstr

22. The average cost per collaboration on YouTube is $418

While Collabstr’s report revealed Instagram and TikTok to be the most popular social platforms for influencer marketing, their report also revealed that YouTube collaborations net YouTube creators $418 per collaboration on average.

This data comes from a survey of 50,000 influencers.

This is twice the average amount TikTok and Instagram influencers make on average, which is $203 and $183 per collaboration on average.

Collabstr’s theory is that because there are more creators on Instagram than any other platform and because Instagram and TikTok content is more efficient to create than YouTube content, it’s only inevitable for these rates to be as low as they are in comparison to YouTube’s.

Furthermore, Collabstr’s survey, which includes data from 50,000 influencers and 20,000 brands and marketing agencies, revealed that on average, influencers only receive about 50% of their asking prices for collaborations.

Here are the actual prices influencers make per collaboration on different platforms versus what they ask for:

Actual Prices of Asking Prices

Source: Collabstr

Creator economy statistics sources

Final thoughts

Social media platforms, blogs and websites have made it possible for just about anyone to publish content to the world and even monetize it.

However, the statistics in this post prove that although the web has hundreds of millions of creators out there, only a small fraction of them have learned how to properly monetize the platforms they’ve built for themselves.

According to the statistics in this post, creating your own products, specifically physical products, appears to be the best way to monetize a creator business.

You can do this easily by dropshipping merch, but there are plenty of other income streams to pick from as well.

Affiliate marketing and influencer marketing are the next most popular revenue streams for creators.

These involve using your influence to market other people’s products to your growing audience.

While it’s not as stable as offering your own products, it provides a much easier path to monetization.

Affiliate marketing is an easy enough strategy to comprehend: join an affiliate program, recommend a product attached to that program and provide an affiliate link for it, then collect the profits as you convert more and more customers.

Getting sponsored is another story.

Consider making a media kit out of a PDF document, and include the following data:

Adding this little touch to your pitch can really do a lot to increase your odds of landing your first sponsor.

As for brands, be sure to ask for all of this information if creators you’re thinking of sponsoring don’t offer it upfront.

The most important thing is making sure the creators you sponsor have audiences that match your customer base.

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