Creator Economy: About to go through its first nuclear winter?
I work with TikTok’s biggest creators (1M+ followers).
The Creator Economy is about to go through its first Nuclear Winter. ☠️
Here’s why
Post-COVID Summer:
Everyone’s outside. Which means Video Views across TikTok & YouTube are down 30-40% from peak pandemic levels.
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Which means creator ad revenue is down 30-40%.
Creator Burnout:
No one is talking about this enough. The content creation hamster wheel is AWFUL on mental health.
My bet is that we’ll see steady-state churn mirroring the restaurant/SMB industry.
Too much VC hype:
There’s too much capital chasing too few quality creators.