Creators rethink revenue mix in anticipation of economic slump

With a potential economic recession on the horizon, content creators are adjusting their monetization strategies to rely less on individual fans and more on advertisers.

As President Donald Trump’s proposed tariffs — paused, as they are — threaten to upend the global economy, a recession is appearing increasingly likely. In anticipation of people spending less across the board, creators are reducing their reliance on revenue streams that require individual fans to open their wallets, such as subscriptions and donations. Instead, they are looking to use brand deals to fill the gap, viewing advertisers as more consistent spenders than individuals during challenging economic times. 

Of course, ad budgets may also get squeezed amid the economic uncertainty, but buyers remain confident creator spending will hold steady. Calum Macdonald-Ball, the head of social media at Dentsu Creative UK, said that brands have started to prioritize creators more in their media mixes, with marketers realizing the power of creators to increase brand trust and awareness within communities that might otherwise be hard to reach.

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