Why 96% of Creators Don’t Make Six Figures – The Real Economics

Jun 23, 2025

Jennifer Quigley Jones, CEO of Digital Voices and an expert in influencer marketing, reveals startling truths about the creator economy, noting that only 4% of creators make over $100,000. She discusses economic inequalities in influencer marketing and shares insights on building a people-first agency. The conversation highlights the importance of authentic community engagement, the evolving advertising culture, and the role of AI. Quigley also emphasizes empathetic leadership and learning from failure as keys to navigating entrepreneurship.

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INSIGHT

Culture Starts on Social Media

Culture now originates on social media and then spreads to traditional media and real life.
Brands must empower social teams to experiment freely to stay relevant and shape culture.

INSIGHT

Influencer Marketing Democratizes Community

Influencer marketing excels at reaching and resonating with hyperlocal, niche communities.
This model naturally supports personalization and inclusion beyond traditional DEI efforts.

INSIGHT

Creator Economy's Stark Inequality

Only 4% of creators earn over $100k annually; 96% earn less than six figures.
Brand deals are the main income source, economically enabling creators to keep producing content.

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