A new report from creator commerce platform Kajabi has revealed a major shift in the creator economy, with digital-first creators increasingly adopting an entrepreneurial mindset. This shift to what Kajabi calls ‘creator commerce’ has seen creators seek to fully own their audience, products, and most importantly, their income.
According to Kajabi’s ‘State of Creator Commerce’ report, creators are no longer just building audiences on social media, they are “building and scaling businesses” beyond social media. “With social platforms more unpredictable than ever—amid looming TikTok bans, shrinking payouts, and ever-shifting algorithms—creators are searching for stability, ownership, and freedom,” said the report.
While platform payouts and brand deals still generate revenue, Kajabi said “the golden era of being a social-first creator, relying primarily on social media for income, is fading. Creators are now seeing a significant decrease in platform payouts (-33%), affiliate marketing revenue (-36%) and brand deals (-52%).”
“The creator economy was built by the hard work of creators, but you wouldn’t think that when talking to creators about their businesses,” said Ahad Khan, CEO of Kajabi (pictured). “Creator Commerce flips that script—creators no longer need to rely on algorithms or brand deals. Instead, creators can take back control so they reap the rewards of their hard work. This is where shifting your approach as a creator can be game-changing. Creator Commerce empowers a new type of creator—the entrepreneurial creator – to keep 100% of the revenue they earn off of their hard work.”
According to Kajabi, 59% of creators now identify as entrepreneurs, up 16% year-over-year. “These creators use social platforms to grow audiences, but don’t rely on them for income. Instead, they invest in their own communities, newsletters, courses, coaching, digital products, and memberships, giving them ownership and control. The result is predictable, scalable income on their own terms.”
According to Kajabi’s report, entrepreneurial creators earn 25% than social-first creators. In addition, claims Kajabi, they also have greater control over their work schedules, greater creative freedom and improved work-life balance.
Kajabi, of course, has a vested interest in this shift. It provides an all-in-one ecosystem where entrepreneurs can grow their audiences and sell digital products to generate sustainable income. “Gaining independence from social media has been a game-changer for my wellbeing, work-life balance, and having more confidence in what I offer,” said Malcolm Duke Baxter III, founder of Dominate The Diamond, and a Kajabi Creator earning seven-figures. “With multiple revenue streams, I feel more in control of my business and my time as I’m no longer tied to the ups and downs of algorithms. I create content because I want to, not because I have to for income.”
Founded in 2010, Kajabi helps creators turn their knowledge, experience, and expertise into sustainable online businesses. It said “over 100 thousand creators and entrepreneurs have used Kajabi as the backbone of their business and have collectively earned over $9 billion from over 100 million customers”. The company’s report also provides insights into how to become an entrepreneurial creator.
