Creator Earnings, Evolving Search Trends, Writer Health, and Audio Demand

The Look Out: December 2024

Hey there! John here, from the Writing to (L)Earn team.

Welcome to the December edition of The Lookout; your curated monthly dive into the latest developments affecting writers and creators.

I’ve done the research so you can skip the noise and focus on actionable insights to grow your earnings and improve your workflow.

This month, Darius, Michael, and I bring you four key developments that can impact your writing strategy.

What’s inside

• The highs and lows of being a creator: How much influence do “influencers” actually have?
  In 2024, 55% of monetizing creators worked full-time, where they earned the majority of their income from sponsored content, worth $8.14 billion. 41% of these creators are actually Gen X, and 35% are Millenials. Most of these creators are in the business and marketing niches. However, 96% earn less than $100k annually, and nearly half make only under $15k/year. Platform dependence and burnout remain major challenges, as creators constantly chase virality on algorithms they don’t control. Also, personal branding now matters as much as the content itself. How can writers navigate these highs and lows to build sustainable careers?

• How people search nowadays: Trends in SEO, social media search, and AI search engines:
  Google spent $20 billion to maintain its default search engine status on Apple devices, but this monopoly may not last for long after recent court cases. Also, AI search engines like Perplexity are gaining traction, with Perplexity now valued at $9 billion and boasting 15 million monthly active users. OpenAI’s ChatGPT Search also expanded its access to free users. Meanwhile, 46% of Gen Z and 35% of Millennials prefer to use social media for searching, instead of Google. 24% of all users rely on social platforms to search. Below, we’ll break down what these shifts mean for your writing strategy.

• Staying healthy as a writer: The problem with sitting too long and tools to make the writing process easier
  Prolonged sitting is a common issue for writers, and it’s bad for your health. A recent study of 83,013 UK adults found that sitting for extended periods increased circulation and cardiovascular risks. Standing desks are touted as alternatives, but limited studies have shown the impact is likely minimal: Standing over 2 hours slightly raises circulation risks and has no clear impact on heart health. We talk about the simple lifestyle changes you can do to stay healthy, and which (free) productivity tools can streamline your workflow, improve your outputs, and reduce your stress.

• The growing demand for audio content can create new opportunities for writers
  52% of U.S. adults have listened to an audiobook this year. Major players like Spotify are expanding audiobook subscriptions in partnership with publishers like The New York Times, while serialized audio storytelling is gaining momentum through platforms like Pocket FM. This demand presents opportunities for independent writers, as audio consumption appears to be a growing trend. Below, we explore how you can take advantage of it.

Let’s dive deeper and talk about what these can mean for you and your writing.

1. The highs and lows of being a creator

55% of monetizing creators identified as full-time creators in 2024, with 49% spending 20 hours or more per week on content creation. ConvertKit’s 2024 survey also found that more than half of full-time creators started making money through their creator business in their first year.

The top moneymakers for creators are Sponsored Content ($8.14 billion), Platform Payout ($3.23 billion), and Affiliate Marketing ($1.10 billion).

Interestingly, a survey shared by Statista shows that more than half of the 18 and 34-year-old responders have created video content, while only 39% of users aged between 35 and 54 reported doing the same. BUT 41% of actual content creators (at least as of 2022) are actually Gen X (born 1965-1979), with Millennials (born 1980-1996) trailing at 35%, Gen Z (born 1997-2012) at 14%, and Boomers (born 1946-1964) at 9%. These creators are mostly in the business and marketing niches.

The potential “lows” of being a creator:

Creators can shape narratives and influence public opinion on a scale once reserved for major media outlets. But their influence isn’t unlimited:

• Platform dependence: Many creators rely on algorithms to reach their audience. A report by CNBC says 57% of Gen Z aspire to be influencers, but many are burning out from the pressure of posting consistently. 66% of creators earn from brand deals. So while social media platforms rake in massive ad dollars, creators are left in a cycle of creating more content to chase virality and visibility—which makes platforms earn without having to share revenue with creators.

• Rewards are concentrated at the top, much like other industries. Kajabi reports that 96% of creators earn less than $100k/year. 48.1% make less than $15k/year. But of course, the most viral posts often showcase creators earning six figures, which continues the illusion that becoming a creator is glamorous.

• Fleeting engagement: The fast-paced, content-saturated nature of digital platforms means creators constantly battle audience fatigue and short attention spans.

• Parasociality and monetization: Majority of creators, especially those in video platforms like TikTok, Twitch, YouTube, etc., thrive on parasocial relationships—their followers feel like they know creators intimately through the screen. As the New Yorker concludes, “In the creator era, who you are is more important than what, precisely, you do or make, in part because what you make is always changing, as digital platforms evolve.” Every creator needs to balance their audience’s perception of authenticity and commercialization.

What this can mean for you

The lessons from the creator economy are invaluable for writers:

1. The personal brand is more important than ever: Pewdiepie—once the top YouTuber in the world—and his family run a monthly paid newsletter called “The Kjellberg Mail.” His wife, Marzia Kjellberg, mostly writes it. Several friends of mine who are Pewdiepie fans are paying subscribers even if they don’t read (they’re “video-first” people). I wouldn’t be surprised if the Kjellbergs’ millions of fans are also paying subscribers, even if they don’t normally read. Case in point: The creator is now as important as the product. So creating a recognizable identity is key to standing out in a crowded marketplace. (This topic is so important that we’re planning to publish a free post on personal branding this coming January).

2. Diversify your platforms, but make it all come back to you: Dependence on one platform is risky. Relying on algorithms to promote your work is risky. These things are out of our control. As Darius mentioned in a previous post, he started out by creating a product and funneling his audience into a newsletter he owns. He expanded his audience by posting consistently on Medium and even YouTube, but his focus is always on making readers sign up for his newsletter. More importantly, he created products that naturally attracted his target audience: Books, online courses, podcasts, etc. These diverse offerings and platforms ensured that Darius strengthened his personal brand while attracting and keeping his target audience—without overreliance on algorithms.

3. Focus on authentic engagement: Audiences crave authenticity. But “engagement” is often mistaken for extroversion, which is simply not true. Michael published a book called “Shy By Design” because he (and pretty much the three of us) is a natural introvert. He and Darius talk about self-promotion when you hate self-promotion (you can also read our article on the topic here). The goal is to share personal insights, struggles, and behind-the-scenes moments from your process. This approach feels authentic because it lets you be honest about your work. It’s also engaging because your audience faces similar challenges, and they can find solutions and value in what you share.