How Platforms Can Support Creators’ 'Unsettling' Career Path

Like many other creators, Mary Kish started her particular pursuit—streaming games on the platform Twitch—as just a hobby. “Being a woman in gaming, I thought it’d be nice to find a community who enjoyed that as much as I did. It wasn’t something I did to make money,” Kish said. That later changed for Kish, now head of global community marketing at Twitch, who has more than 21,000 followers on the platform. She is part of a generation who sees online content creation as a legitimate career amid a booming creator economy estimated to be worth $104 billion in 2022. Since converting her hobby into a job in 2017, Kish has a message for others in the space: “I encourage all creators to start at the core, which is why you’re doing what you’re doing. We want you to make money, but that probably won’t sustain you long-term if you don’t enjoy it.” That might be the ideal, but as more people attempt to turn the creator economy into their full-time career, some are struggling with obstacles including burnout and financial instability. Platforms, many of which are grappling with economic turmoil and mass layoffs within their businesses, depend on creators to make content that keeps audiences returning. And while some platforms have made recent strides in supporting creators, there is still no standardized process for them to do so. Many in the creator community agree with Kish, who cautioned: “It is a platform’s role to take care of [creators] at every aspect of their journey.” The support that creators need tends to fall into two interlinked areas: career development and well-being. Financial security—or lack thereof A recent report from social media management platform Later and influencer marketing platform Mavrck revealed that pricing for the creator economy is all over the map. This financial instability causes problems for those who are trying to build a career in the space, said Sophie Crowther, Europe community director for creator agency Billion Dollar Boy. “The way [for creators] to make money lies with brand deals, but those are often one-off projects with no real stability,” Crowther said. “That—coupled with changes to algorithms and platforms, the pressure to keep growing your audience, and the stress of not knowing where your paycheck is coming from—make it an unsettling career to choose.” Platforms are taking varied approaches to this financial uncertainty. Twitch, for example, is focused on “diversifying the ways that creators can make money,” Kish said, by introducing initiatives such as its Ads Incentive Program. Launched in 2022, Twitch’s program promises to make it easier for streamers to earn reliable advertising income. Rather than relying on the traditional fixed CPM model, which offers a flat rate for ad views, the Ads Incentive Program pays creators 55% of the revenue from each ad that runs on their stream. “Ensuring a creator can have a dependable income is what we’re working towards,” Kish said, adding that this does not require creators to remain exclusive on that platform. “Twitch streamers make a lot of revenue in other places, such as sponsor deals, YouTube or TikTok, which we also encourage. They should hopefully be diversifying the ways they make their income.” Last year, TikTok introduced a suite of creator monetization tools called Creator Next, which includes its Creator Marketplace, a platform that facilitates brand and creator collaborations. With more than 800,000 creators in the marketplace, brands can discover those who fit their goals, while creators can proactively apply for opportunities. It is a platform’s role to take care of [creators] at every aspect of their journey.Mary Kish, head of global community marketing, Twitch “A big problem in the industry is most creators are passive to opportunities that come their way from brands,” said Adrienne Lahens, global head of operations for TikTok creator marketing solutions. Another significant move came from YouTube, which this year expanded its Partner Program to creators focusing on YouTube Shorts. This means more creators on the platform can access monetization options. “What builds [creator] loyalty is providing financial stability, creative freedom and the possibility of an audience,” said Lucy Woodall, YouTube’s U.K. creator marketing lead. Nurturing well-being But mental health is just as important as financial health for creators. “We also want to make sure we, as a platform, are cultivating an environment that helps [creators’] well-being," said Woodall. Platforms are inconsistent in their approach to this topic as well, even as many creators face online harassment or burnout. According to a recent study by affiliate marketing platform Awin Group, 78% of influencers said they were suffering from burnout, with 66% admitting that the problem is severe enough to affect their overall mental health. YouTube has resources such as its Creator Safety Center to address online safety and harassment. Twitch has introduced tools like Shield Mode, through which users can pre-set settings that can be activated with a single click—quickly shutting down a chat that has turned abusive. “Online spaces are a very tumultuous space. Reducing and being proactive against that harm, letting creators know they are our No. 1 priority, allows us to grow,” Kish said. Instagram owner Meta has developed features specifically aimed at supporting creators’ well-being, including Hidden Words, which lets users filter offensive words or phrases from comments and DMs, and “Take a Break” reminders to encourage people to pause their scrolling. 2023 Is the Year Marketers Will Understand, Measure and Buy Into the Creator Economy The fickle algorithm Many creators have accused platforms such as Meta of constantly tweaking their algorithms, therefore harming their ability to reach audiences. “Every account is at the mercy of a channel’s algorithm, which has the propensity to change on a dime,” said Tali Serantes, client services director at SEEN Connects. “Successful creators try and spread themselves across several platforms as a safety net against algorithmic shifts.” Some of the most prominent creators, such as YouTuber MrBeast, have support staff who focus on the algorithm—but smaller creators are usually on their own, said Billion Dollar Boy Europe CEO and co-founder Thomas Walters. However, the propensity for fickle algorithmic changes “is a common misconception,” countered Louise Holmes, Meta’s EMEA director of creator partnerships. “We know this can be frustrating for creators, which is why over the past few years we’ve been really focused on giving as much transparency as possible to our community—in particular, explaining why you see what you see in different places on Instagram and helping you understand what’s happening with your account.” Macro challenges Meanwhile, a bigger issue—economic uncertainty—looms over all these efforts. Many platforms, including Meta and Twitch, have recently laid off employees, which in some cases has reduced the teams who were dedicated to supporting creators. As a result, said Crowther, “there are a lot of question marks for creators within that macro environment.” Amid such economic tumult, “that sense of loyalty [among creators] is not there anymore—platforms need to earn that,” Crowther said. “Creators will go where the money is, where they can be fairly renumerated and can make a sustainable career. They’re desperate for some sense of security and solidity.” This story is part of Adweek’s The Creatorverse digital features package, which spotlights the creator economy: the people who make up the industry’s new content royalty, and the marketers and agencies that collaborate with them to drive next-level engagement for their brands.

The Creatorverse

How Platforms Can Support Creators’ 'Unsettling' Career Path

Cultivating both their financial and mental well-being is essential

Brittaney Kiefer

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Brittaney Kiefer