More creators, less money: Creator economy expansion leaves mid-tier creators behind

Despite record investment in the creator economy, not every creator is cashing in. 

U.S. brands are expected to spend $13.7 billion on influencer marketing by 2027, according to eMarketer. It’s a cash grab, but the competition has outpaced brand budgets, according to agency execs. That outpacing has left mid-tier creators — those with moderate followings of between 50,000 and 500,000 — struggling to scoop up their fair share of brand spend. 

“There’s almost no middle class anymore,” said Paul Desisto, owner of PD Talent, a talent management company. “It goes to the really in-demand creators. The brands, if they are going to spend, are going after those.”

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