Digital commerce and creator engagement platform URLgenius has released the “Creator Day Lightning Survey” survey, which analyzes the essential aspects that influence the creator economy. Conducted from April 10-17, 2024, the survey included over 125 client creators, 62% of whom had 100K+ followers on their largest social platform.

Among its key findings, 88% of influencers and creators believe changes in social media algorithms and platform features will significantly impact their business in the coming year.

The survey shows that while about 39% felt optimistic about AI’s potential in content production, market saturation brings many hurdles. Half of the surveyed creators highlighted the challenge of coping with increasing competition within the marketplace, pressuring them to innovate and differentiate their content continually.

URLgenius reports that over 78% of respondents view their roles as full-time careers rather than hobbies. The research also explored consumer trends, with 57% of influencers believing that rising demands for authenticity and transparency will significantly impact their business. 

Additionally, the expansion of e-commerce and social shopping (39%), along with a growing appetite for personalized content (28%) and interactive formats like quizzes and polls (25%), are seen as influential factors.

Amazon emerged as a brand creator favorite, with nearly 80% of respondents expressing optimism about its potential to boost their earnings. Walmart (56%), Target (39%), and TikTok Shop (20%) are the brands with the most positive sentiment among influencers.

While nearly all surveyed (98%) earned income through affiliate commissions, 77% also benefited from brand partnerships. However, just 12% noted that brand partnerships accounted for more than half of their revenue, compared to 73% for whom affiliate commissions were the larger income source.

Among those working with brands, 77% enjoyed the compensation model and financial incentives, but 56% wanted more creative freedom in content creation, and 46% desired longer-term partnerships.

“Creating multiple income streams is universally critical to turn a passion into a full-time career,” said Brian Klais, CEO and founder of URLgenius. “Our Lightning Surveys provide invaluable insight into the diverse needs of this dynamic community.” Read the full report here.