Exciting update for future influencers: Creator roles expanded sevenfold in recent years.

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If you want to be a creator, I have great news for you: There are plenty of jobs. Creators are now the fastest-growing job segment within the digital economy. According to a new study from the Interactive Advertising Bureau, in collaboration with Harvard Business School professor emeritus John Deighton, creator jobs grew 7.5 times in four years. Total job opportunities for creators expanded from 200,000 in 2020 to 1.5 million in 2024. Creators now represent one out of every ten full-time, internet-dependent jobs. How does the IAB define a creator? "Someone who produces original content, often with a specific skill, passion, or expertise at the core. Their value comes from what they show — whether it’s knowledge, creativity, or entertainment. Their audience follows them because they consistently deliver engaging, high-quality content that provides intrinsic value."

The report also states: "This remarkable growth stems from three key factors: 1) the shift of ad budgets to digital platforms, streaming services, and online publishers, 2) the ease of creating and distributing digital content, and 3) the rise of a more professionalized creator economy." Moreover, the digital economy is not showing signs of slowing down, with the IAB highlighting it as the fastest-growing and leading driver of U.S. GDP growth, valued at $4.9 trillion.

Leora Kornfeld, principal research consultant and co-author of the study, noted that this surge is partly due to the increased consumer choice enabled by the internet and social media. This comes as more people express a desire to become influencers. According to a 2023 Morning Consult survey, 57 percent of young people aspire to be influencers, while 41 percent of adults indicated similar aspirations.

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