A new survey from URLgenius reveals a divide in the creator economy, with commerce-focused creators showing greater financial resilience compared to those primarily dependent on social platforms.
The “Creator Lightning Survey,” conducted in April 2025, gathered insights from 121 creators and influencers, with 74% reporting follower counts exceeding 100,000.
The study found that 99% of commerce creators utilize affiliate commissions as part of their income, with 63% stating that these commissions account for more than half of their revenue. This income diversification appears to provide a buffer against platform volatility, as only 7% of commerce creators report being “very concerned” about a potential TikTok ban, compared to 47% of TikTok creators.
“Affiliate commissions are key peace of mind,” the report states, highlighting how commerce creators have reduced concerns about platform dependence compared to creators without substantial affiliate revenue streams.
Image source: URLgenius
Platform Algorithm Concerns Universal Across Creator Types
Despite differences in income models, creators across categories share frustrations with social platform algorithms. The survey reports that 52% of commerce creators and 59% of TikTok creators cite algorithm unpredictability as a major source of frustration.
Platform transparency regarding algorithm updates is particularly troubling for creators with smaller audiences. The survey reveals that 100% of creators with 1,000-10,000 followers report dissatisfaction with platform transparency, compared to just 29% of those with over 1 million followers.
According to URLgenius analysts, larger creators may have more established relationships with platforms or better resources to navigate algorithm changes, while smaller creators struggle with visibility challenges.
Economic Pressure Affecting Creator Performance
The survey highlights the economic pressures facing full-time creators, with 52% reporting a decrease in consumer spending on affiliate-linked products. Only 15% of full-time creators report no noticeable economic impact.
This economic squeeze comes as creators report time-intensive product research methods, with 53% researching bestsellers or trending products, 48% relying on recommendations from fellow influencers, and 45% researching promotions and deals.
AI Adoption Varies By Creator Segment
The integration of artificial intelligence tools shows varying adoption rates across creator segments. TikTok creators lead in AI adoption, with 29% using AI regularly compared to 17% of commerce creators. However, commerce creators exhibit higher occasional usage at 42% compared to 24% for TikTok creators.
Image source: URLgenius
The strongest AI adoption appears in the 500,000-1 million follower cohort, with 68% reporting AI usage. The primary applications include automating engagement (34%), identifying products to promote (23%), data analysis (23%), and video editing (19%).
Despite the growth in adoption, creators express concerns about AI’s impact, with 33% worried that AI will replace human creativity and 26% concerned that platform algorithm changes will reduce content reach. Additionally, 43% of creators report that AI tools help streamline their workflow.
Audience Size Correlates With Platform Optimism
Creator attitudes toward social platforms appear directly linked to audience size. The survey reveals that creators with larger followings express more optimism about the future of social platforms. Specifically, 78% of creators with 500,001-1,000,000 followers and 76% with over 1,000,000 followers report feeling optimistic.
In contrast, only 30% of creators with 50,001-100,000 followers express optimism about social platforms. According to URLgenius, this correlation suggests that scale provides both financial security and confidence in navigating platform ecosystems.
Image source: URLgenius
Performance and Simplicity Drive Platform Choices
When selecting tools and platforms, creators prioritize performance and simplicity. The survey reports that 29% of respondents cite a more straightforward interface that saves time as their primary reason for choosing URLgenius, while 27% point to higher conversion rates.
Additionally, 60% of respondents agree that advanced features from platforms like URLgenius can help streamline their workflow and support business goals.
A new survey from URLgenius reveals a divide in the creator economy, with commerce-focused creators showing greater financial resilience compared to those primarily dependent on social platforms.
The “Creator Lightning Survey,” conducted in April 2025, gathered insights from 121 creators and influencers, with 74% reporting follower counts exceeding 100,000.
The study found that 99% of commerce creators utilize affiliate commissions as part of their income, with 63% stating that these commissions account for more than half of their revenue. This income diversification appears to provide a buffer against platform volatility, as only 7% of commerce creators report being “very concerned” about a potential TikTok ban, compared to 47% of TikTok creators.
“Affiliate commissions are key peace of mind,” the report states, highlighting how commerce creators have reduced concerns about platform dependence compared to creators without substantial affiliate revenue streams.
Image source: URLgenius
Platform Algorithm Concerns Universal Across Creator Types
Despite differences in income models, creators across categories share frustrations with social platform algorithms. The survey reports that 52% of commerce creators and 59% of TikTok creators cite algorithm unpredictability as a major source of frustration.
Platform transparency regarding algorithm updates is particularly troubling for creators with smaller audiences. The survey reveals that 100% of creators with 1,000-10,000 followers report dissatisfaction with platform transparency, compared to just 29% of those with over 1 million followers.
According to URLgenius analysts, larger creators may have more established relationships with platforms or better resources to navigate algorithm changes, while smaller creators struggle with visibility challenges.
Economic Pressure Affecting Creator Performance
The survey highlights the economic pressures facing full-time creators, with 52% reporting a decrease in consumer spending on affiliate-linked products. Only 15% of full-time creators report no noticeable economic impact.
This economic squeeze comes as creators report time-intensive product research methods, with 53% researching bestsellers or trending products, 48% relying on recommendations from fellow influencers, and 45% researching promotions and deals.
AI Adoption Varies By Creator Segment
The integration of artificial intelligence tools shows varying adoption rates across creator segments. TikTok creators lead in AI adoption, with 29% using AI regularly compared to 17% of commerce creators. However, commerce creators exhibit higher occasional usage at 42% compared to 24% for TikTok creators.
Image source: URLgenius
The strongest AI adoption appears in the 500,000-1 million follower cohort, with 68% reporting AI usage. The primary applications include automating engagement (34%), identifying products to promote (23%), data analysis (23%), and video editing (19%).
Despite the growth in adoption, creators express concerns about AI’s impact, with 33% worried that AI will replace human creativity and 26% concerned that platform algorithm changes will reduce content reach. Additionally, 43% of creators report that AI tools help streamline their workflow.
Audience Size Correlates With Platform Optimism
Creator attitudes toward social platforms appear directly linked to audience size. The survey reveals that creators with larger followings express more optimism about the future of social platforms. Specifically, 78% of creators with 500,001-1,000,000 followers and 76% with over 1,000,000 followers report feeling optimistic.
In contrast, only 30% of creators with 50,001-100,000 followers express optimism about social platforms. According to URLgenius, this correlation suggests that scale provides both financial security and confidence in navigating platform ecosystems.
Image source: URLgenius
Performance and Simplicity Drive Platform Choices
When selecting tools and platforms, creators prioritize performance and simplicity. The survey reports that 29% of respondents cite a more straightforward interface that saves time as their primary reason for choosing URLgenius, while 27% point to higher conversion rates.
Additionally, 60% of respondents agree that advanced features from platforms like URLgenius can help streamline their workflow and support business goals.
Find the full report here.