The Role of Creators in the Social Media Business Model

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Young people who grew up watching YouTubers like Jake Paul get rich are much better at seeing the business of social media than I was when I joined. To be a successful platform with compelling content, you need to pay. There are signs that the role of creators in the social media business model is changing.

Social media today is less about making friends and more about following popular content creators. While those creators are starting to hold some power over the platforms themselves, they’re also looking to become less reliant on the platforms that have enabled them to find fame and fortune online. What does it mean for the future of social media platforms? Our producer Josh Gabert-Doyon travels to the VidCon convention in Anaheim, California to speak to the people at the heart of the creator economy.

We hear from Kris Collins, a TikTok and YouTube star who goes by the name @KallmeKris and her agent Keith Bielory, as well as Megan Lightcap, a VC investor who specialises in the creator economy, and Lindsey Lugrin, founder of the creator start-up Fuck You Pay Me, which is pushing for pay transparency and higher remuneration in the sector.

Mentioned in this podcast:

Why social media is hardly social any more

YouTube Shorts takes on TikTok in battle for younger users

What de-influencing tells us about the state of the creator economy

Presented by Elaine Moore. Produced by Edwin Lane and Josh Gabert-Doyon. Executive producer is Manuela Saragosa. Sound design by Breen Turner and Samantha Giovinco. Original music by Metaphor Music. The FT’s head of audio is Cheryl Brumley. Special thanks to Hannah Murphy and Cristina Criddle.

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