3 out of 10 influencers still earn nothing from content creation, research indicates

The creator market continues to expand, but not everyone is reaping the financial rewards of this new digital economy. According to the “Creators & Business 2025” study by YouPix, 28.1% of influencers have not yet managed to monetize the content they produce, equivalent to three out of every ten creators in the country.

The data also reveals a scenario of increasing income polarization: while the base of those earning less than R$ 2,000 per month is growing, the top tier (composed of those earning over R$ 50,000) is also strengthening. Meanwhile, the so-called “middle ground,” with earnings between R$ 2,000 and R$ 10,000, has lost representation.

According to the survey, 22.5% of creators earn up to R$ 2,000 monthly, and 23.6% fall within the range of R$ 2,000 to R$ 5,000. This means that nearly half of the influencers in Brazil receive less than R$ 5,000 per month from content creation.

For Fabio Gonçalves, director of Brazilian and North American talent at Viral Nation and an influence marketing expert with over ten years of experience, the survey reflects a moment of market maturation and saturation: “The number of creators is growing at an accelerated pace, but monetization still depends on strategy, positioning, and understanding what brands are looking for today. Many people enter the profession focused solely on creativity but forget that content also needs to be treated as a business.”.

According to the expert, the increase in the base of creators who have not yet monetized can be explained by factors such as high competitiveness and the entry of new profiles who treat content creation as a hobby rather than a business.

“Professionalization is the turning point. Creators who understand their niche, invest in a unique identity, and maintain consistency in their publications tend to attract more opportunities. It's necessary to approach content with an entrepreneurial vision, not just a creative one,” he adds.

The study also shows that 17% of creators earning between R$ 5,000 and R$ 20,000 still work a second job, indicating that, for many, the influencer career is not yet financially sustainable. According to Fabio, this scenario reveals an increasingly clear division between a consolidated elite and a group still trying to find its space.

“There is a portion of creators who have managed to scale their earnings, diversify their income, and structure themselves as a company. But, on the other hand, many have not yet been able to sustain themselves and end up returning to lower income brackets. It's a natural curve of market maturation, but also a warning for those who want to stand out,” he notes.

For new creators seeking to stand out, Fabio recommends betting on authenticity and consistency, in addition to understanding their audience well: “More than followers, what brands are looking for is real engagement. Influencers who build a community and maintain transparent communication are more likely to convert visibility into business. It's also important to stay updated on trends and formats, such as the growth of short videos and the use of AI in content production,” he advises.

He adds that, upon reaching this level of professionalization, having the support of an agent and a specialized agency makes all the difference. “When a creator has a team behind them, they can focus on producing the best possible content, while we handle the strategic part, closing campaigns, analyzing opportunities, and ensuring they grow in a structured and sustainable way.”

With an eye on this new phase, Fabio explains that specialized agencies have also adapted their operations. “At Viral Nation, for example, our role goes beyond campaign negotiations. We monitor the evolution of talents, provide strategic support, and help build sustainable careers. This new reality requires both agencies and creators to be prepared for a more demanding market, but one also full of opportunities,” concludes the expert.

METHODOLOGY

The sixth edition of the YouPix Creators & Business 2025 study was conducted from July 15 to September 15, 2025, through a survey on the Google Forms platform and panel acquisition. 490 valid responses were collected from a base of 527 respondents. The complete survey can be accessed at: https://members.youpix.com.br/pesquisa-creators-negocios-2025?utm_medium=email&utm_campaign=creators__negocios_5_dados&utm_source=RD+Station.