INFLUENCER REVEALS 88% OF CREATORS STILL OPERATE AS SIDE HUSTLERS DESPITE INDUSTRY GROWTH

Summary from the TLDR Marketing newsletter

While 72% of creators are optimistic about their platforms, 88% still treat content creation as a side hustle. Only 25% of top-tier creators do it full-time. Tension with brands often stems from mismatched expectations around creativity, deadlines, and revisions. Although 58% of creators prefer having brand guidelines, many want more collaboration and clarity. Brands should share broader marketing objectives, not just campaign-specific goals. Creators care whether a brand is not just looking for story clicks, brand uplifts, or saves.