Influencers try to make money off posts—but that's not always the case for creators

The creator economy, explained

Many brands pay influencers to advertise their products or services on social media. Platforms such as YouTube, Substack, and Twitch also provide revenue-sharing opportunities for their top creators. Known as the creator economy, it's a system driven by individuals who produce online content for audiences that can be monetized.

Top creators get paid millions of dollars per post

From the Kardashians to the world’s top soccer players, a handful of celebrities average hundreds of thousands, if not millions of dollars, per sponsored post. But brands aren’t willing to shell out that money for a high follower count alone. Creators must have high engagement rates on their content, too.

'Deinfluencing' explained

You’ve probably heard of influencers, but have you heard of “de-influencers?” Basically, the de-influencing trend started when creators began making videos about products you shouldn’t buy, rather than sponsored content promoting things you should purchase. Comedian Taylor Tomlinson recently cracked some jokes about the trend, and its companion “under consumption-core.”

Some influencers are facing the dark side of being a public persona

From burnout to stalkers, a content creator’s life can quickly become complicated as their following grows. Women’s Health recently spoke with some creators about what they wish they’d known before they started their careers on social media.

In 2022, there were 4.2 billion social media users across the globe

Among them were 200 million creators. Linktree, a company that helps create links in people’s social media bios (and much more), gathered the most important numbers from 2022 to get a more accurate picture of what the creator economy looks like, numerically speaking.

Today's money-making influencers might not have existed without the 'mommy bloggers'

"Mommy bloggers" chronicled the realities of their lives with kids on blogs in the early 2000s. Many eventually made some serious ad dollars too.

'Instagram traps' are changing art museums

In the creator economy era, it feels like anyone has the potential to become an influencer—if they can just capture the right content. Naturally, some places are better suited for an Instagram photo than others. Museums-turned-photo-backdrops (think: the Museum of Ice Cream) are the best of the best.

There's a college course teaching influencing 101

A class at Duke University called Building Global Audiences promises to teach students how to grow their social media followings, master the art of content creation, and, of course, eventually monetize it all. One writer took the class and wrote about what it was like to be a student.

Influencers have changed what music festivals look like

One major criticism of Coachella is that it's a playground for ultrarich people, with celebrities and influencers posing for selfies at a polo club. This article dissects the legitimacy of that stereotype and argues that the backlash to it has altered the festival's cultural standing.

The difference between marketing and advertising: Advertising is technically a type of marketing

While the terms are often used interchangeably, technically speaking, marketing is any effort to promote a product or service. Advertising, on the other hand, is any paid effort to promote a product or service. Learn more about the difference in this article.

Investigation finds 'influencer' dietitians paid to promote sugar, supplements on social media

A joint investigation by The Examiner and The Washington Post found that food, beverage, and supplement corporations and groups have paid registered dietitians on social media to promote content that goes against decades of scientific evidence on...

People are making careers out of playing claw machines

As it turns out, winning at a claw machine arcade game over and over again makes for great social media content. Influencers like Erik Kane are taking advantage of this—and making money off of it, too.

Music today is often intended to circulate on social media

Artists are increasingly using TikTok and other short form video platforms as a space to promote their music. One scholar notes this emphasis, and connect it to Taylor Swift's early use of social media to promote her own work and brand.

Caroline Calloway: The influencer who botched two six-figure book deals

The daughter of a real estate mogul, Caroline Calloway was an Instagram influencer who leveraged her "Cambridge captions"—young adult novel-esque descriptions of college parties—into a six-figure book deal in 2014. After having failed to produce...

Why America is obsessed with the stories of scammers

A "grifter" is someone who exploits systems at a high level. Notable cases like fake heiress Anna Delvey, Fyre Festival creator Billy McFarland, and startup faker Elizabeth Holmes, who deceived their way to success, captivate our culture. These...

Children are now three times more likely to say they want to be a YouTuber when they grow up than an astronaut, with some even attending 'YouTube camps' that teach kids how to create content for the platform.

The dead internet theory suggests that mostly bots are interacting online

The dead internet theory proposes that bots create most online content. These bots are believed to create social media posts to boost engagement and increase advertising revenue. However, the accounts doing the liking and commenting are also believed to be bots. The theory suggests governments use bots to manipulate public opinion.

Nonstop posting by Elon Musk provides calculated political and brand messaging

For a week in August 2024, Musk posted 650 times, including reactions to far-right influencers; promotion of his AI tool, Grok; and support for controversial political takes. He livestreamed himself playing Diablo IV for hours during that same week.

Learn what constitutes trademark infringement

Infringement is a trademark violation that threatens the owner's exclusive right to use a trademark. The general standard for proving any trademark infringement is the likelihood of causing confusion to a normal consumer.

Activist investors use large ownership positions to influence companies

By holding large ownership positions, which often come with leveraged access to a company's board or the ability to force a shareholder vote, activist shareholders can change a company's corporate governance, leadership, and overall direction. Critics argue that activist shareholders hurt companies in the long term by prioritizing short-term higher shareholder returns over sustainability and growth efforts.

If a publisher wants to sell fan fiction, they encourage writers to change key details

Historically, companies that publish popular fan fiction have their authors change a few details—like character names, settings, or other details—to avoid potential copyright violations. Many believe the risk is worth the reward, though the legality remains murky. (Some users may experience a paywall.)

King is a major influence on modern genre writers

Stephen King's influence is felt across literature, film, and television—even outside the many books and adaptations that make up his long and storied career. This podcast features interviews with "Lost" showrunner Damon Lindelof and horror novelist Grady Hendrix, two writers who also happen to be King superfans.

Some ads help create ‘symbolic value’ for products

A Rolex watch and a watch from the Dollar Store serve the same purpose: helping the wearer tell the time. But a Rolex is worth thousands of dollars while the Dollar Store watch is costs $1 because of symbolic value, or what the watch says about its wearer. This article helps break down the difference between the two.

Card issuers are financial institutions that open credit to customers, while card networks facilitate purchases between merchants and customers

Card issuers give customers credit cards, set rate limits, and collect payments. Card networks, on the other hand, dictate where credit cards can actually be used by managing relationships between the network and merchants. These networks make money on interchange fees, which merchants pay to accept a specific card network at their stores.

What is the Fediverse?

The "fediverse" is a league of like-minded apps looking to make our digital identities—including posts, followers, activity—move seamlessly between networks. It's a decentralized approach, making various social networks interoperable in contrast to Facebook and Twitter, where content is platform-specific. The fediverse provides stability and control to users. Learn more here.

Retail investors are average joes, while institutional investors often move billions of dollars a day

Retail investors often trade 100 shares at a time, while institutional investors trade 10,000 or more. The biggest difference is that, unlike retail investors, institutional investors are professionals who are trading someone else’s money.

Memecoins are a type of cryptocurrency—a form of digital currency with a wide variety of uses—created around popular 'memes,' or viral internet jokes.

Fast-casual restaurant Chili's is experiencing a resurgence, with its parent company recently reporting a nearly 32% increase in sales, thanks to passionate Gen Z fans on TikTok.

Netflix profits when you're not watching, and its movies are designed that way—read a detail-rich critical essay exposing lesser-known Netflix takes

Hedge funds, the private investment firms that trade a wide swath of financial assets, make money by imposing steep fees on investors and from the fund's investment performance.

How Amazon operates a 'flywheel' business model, a self-reinforcing cycle that drives continuous growth

This site reaches millions of visitors who are tired of AI chatbots and seeking human connection. Pretend to be an AI chatbot and ask questions, provide answers, and draw for people in real time.

A Yale student wrote a profound essay about the consulting industry's influence on elite college students that was published in a book of her writing after she died in a post-graduation car accident.

An initial public offering or 'IPO' is the process of a private company becoming public by putting shares of the company on the stock market for purchase.

The price of gas is a composite made up of several different factors, with the federal gas tax making up less than 20% of what drivers pay at the pump.

How fusion—which releases energy when two lighter atoms combine to form a heavier atom—differs from fission

Up to a million Girl Scouts sell about 200 million cookie boxes every spring, generating $800 million, largely because refusing a child is frowned upon

US consumers collectively owe more than $1T to credit card companies—almost as much as they owe in auto loans.

See images of medical cases of firework injuries shared on this 'Instagram for doctors.' (Warning: Graphic content)

Shooting stars, or meteors, are fragments of asteroids and comets that burn up as they enter Earth's atmosphere, creating streaks in the sky called meteor showers.

The most expensive ad of all time was for Chanel No. 5 perfume and cost roughly $33M to produce in 2004—about $57M in today's dollars.

Art theft is the third-largest source of criminal revenues worldwide, thanks in part to the subjective nature of valuing a work of art.

One of the most famous portraits ever taken is 'Afghan Girl' (1984) by Steve McCurry, yet the subject Sharbat Gula went much of her life without being identified or benefitting from the image's success.

SpongeBob exemplifies Aristotle's philosophy for living well because he understands that happiness doesn't come from external factors like money, recognition, or power.

Doctors differentiate between a phobia and fear by asking patients whether their fear interferes with their day-to-day activities.

Studies suggest when you sleep is as important as how much you get, and syncing with your circadian rhythms may lead to less fatigue and improved long-term health outcomes

One disco producer saw 'Star Wars' four times on its opening weekend and was so inspired that he recorded the album 'Star Wars and Other Intergalactic Funk,' which produced a chart-topping single.

Iran's Revolutionary Guard Corps is independent of Iran's regular army and is one of the most powerful and influential military-political organizations in the Middle East.

The Brothers Grimm were lawyers before they were storytellers, but became interested in fairy tales as they began investigating how rules and customs had been passed down through cultures.

Corals are themselves not coral reefs—the term refers to the tiny marine invertebrates that build the rigid reef.