The report ‘State of Creator Commerce’ by Kajabi revealed a significant shift in content creators’ behavior: many are moving away from exclusive reliance on social media and seeking greater financial autonomy. According to the study, there has been a 400% increase in influencers’ concerns about potential disruptions on social platforms, demonstrating the level of insecurity many face when relying solely on these tools.
This concern makes sense given the significant declines in traditional monetization sources within social media. Data shows that direct platform payouts decreased by 33%, affiliate marketing revenue dropped by 36%, and earnings from brand partnerships declined by 52%. This unstable scenario has driven creators to seek alternative and more stable income streams.
Among the new paths, their own products and services stand out. The research indicates a 47% increase in revenue generated by podcasts, demonstrating one way creators are pursuing greater financial independence. Additionally, the report also shows a 20% growth in digital download sales, 14% in educational content sales, and 10% in membership group subscriptions. These figures reinforce the trend that influencers are becoming digital entrepreneurs, creating their own monetization ecosystems and reducing reliance on social media intermediaries.
For Fabio Gonçalves, Director of International Talent at Viral Nation and an expert with over ten years in the influencer marketing industry, this movement represents progress in the sector’s professionalization. ‘Exclusive reliance on social media for income generation is becoming unsustainable. Creators are realizing the importance of diversifying revenue sources and building their own assets, such as courses, podcasts, and digital and physical products, which offer greater control and financial stability,’ he analyzes.
The professional explains that the first step for influencers is to shift their mindset from ‘just a creator’ to ‘own-brand entrepreneur’: ‘Those who want to thrive in this new scenario must think beyond likes. It’s crucial to deeply understand their audience, identify real monetization opportunities, establish authority in one or multiple subjects, and invest in scalable formats like mentoring, digital and physical products, and subscriptions. Creators who master their communities and consistently deliver value can build solid businesses less dependent on social media rules and algorithms,’ he advises.
He emphasizes that this transformation also requires a new approach from influencer agencies. ‘At Viral Nation, we are adapting our strategies to support creators in this transition. This includes offering support in digital product development, community building, and implementing sustainable business models. Our goal is to empower influencers to become digital entrepreneurs with multiple income streams and greater independence from social platforms,’ he concludes.
