The Creator Power Law
A small, concentrated number of creators have all the audience and earnings within the creator class.
By
June 9, 2024
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.
