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- The Creator Power Law
The Creator Power Law
A small, concentrated number of creators have all the audience and earnings within the creator class.
Kieran Ryan
June 09, 2024
In partnership with
A recent survey revealed that 57% of Gen Z would like to become an influencer if given the chance, and many believe “people can easily make a career in influencing.”
I can see why they think this since U.S. influencer marketing spending on major platforms is expected to surpass $7 billion in 2024.
However, a small, concentrated number of creators have all the audience and earnings within the creator class—this dynamic is called a power law.
The power law is sticky across platforms & creative work:
Patreon (source: Doug Shapiro)
OnlyFans (source: Thomas Hollands)
Music (source: Michael Tauberg)
There is an uneven distribution of creative skills, so unless you are in the top .01%, you’re better off sticking to your day job.
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