Why Most Influencers Will Fail by 2028 — And How the Smart Ones Are Turning Founders

The creator economy, once thriving on brand deals and influencer partnerships, is undergoing a major transformation as brand collaborations have decreased by nearly 45% in 2024

Increasingly, influencers are turning into entrepreneurs, launching their own businesses to leverage their online influence This shift is evident in successful ventures like MrBeast's Feastables and Emma Chamberlain's Chamberlain Coffee.

The influencer model that relied on sheer reach is evolving; brands now prefer niche creators with smaller, more engaged audiences over influencers with large but disengaged followings

Audience behavior has shifted, with consumers being more skeptical of overtly promotional content, leading to a move from the "era of reach" to the "era of relevance"

Creators who are succeeding in this new landscape are those who think like entrepreneurs, focusing on niche communities, high-margin products, and owning their distribution channels

The emergence of creator-focused startups is helping creators transition from brand collaborations to creating intellectual property, content licensing, and building ventures

The metrics of success have shifted; having a million followers no longer guarantees influence without a trusted audience relationship Smaller, dedicated followings often drive more engagement and sales.

Investors are increasingly backing creator-led brands, betting on authenticity and community-driven commerce as the future of digital business

The focus is now on depth rather than breadth, with successful creators fostering deeper engagement and trust within their niche communities

The creator economy is entering a new phase defined by ownership and innovation, with creators evolving into founders who build sustainable businesses beyond mere content creation