5 Things to Know About Independent Digital Content Creators

Independent creators are a fast-growing group of self-employed professionals making a living by sharing their skills and expertise online. The move toward independent work took off during the pandemic, giving people a chance to build creative careers while keeping the freedom to work on their own terms. With platforms like TikTok, YouTube, and Instagram, getting started as a content creator has never been easier—or more accessible.

Our 2024 State of Independence research highlighted the growth of the independent talent population, a topic we’ve also explored in our Creator Economy Research brief. Here are five takeaways from our research that can help you understand what independent creators bring to the table.

Who Are Today’s Independent Creators?

1. Independent Creators are Young and Well-Educated

Most independent creators—70%—are under 40, which makes sense given how popular social media is among younger generations. This group is also highly educated, with 52% holding at least a bachelor’s degree, compared to 38% of the general U.S. population.

Learn More: 5 Traits of the Modern Independent Workforce

2. Most Independent Creators Work Part-Time

Since content creation can be done with little upfront cost, many creators work part-time. About 64% balance content creation with other jobs to supplement their income. As their audience and sponsorships grow, some transition into the 36% who make content creation their full-time job.

3. Independent Creators Tend to Be Entrepreneurial, Passionate, and Satisfied

A large majority—86%—have always wanted to be their own boss, and more than 90% say they are satisfied or highly satisfied with their work. Many value the flexibility of being a creator, and nearly two-thirds have lived or currently live as digital nomads. Most believe this career path makes them happier and healthier than a traditional job would.

Up Next: What’s Driving Continued Digital Nomad Growth?

4. Tech-Savvy Skills Help Independent Creators Monetize their Businesses

To build their brands, independent creators need to be tech-savvy. Nearly 87% are early adopters of new technology, and 84% consider themselves advanced users. They use platforms like YouTube, Instagram, Facebook, TikTok, and Twitch to grow their audience. Many creators also collaborate with others to expand their skills and produce high-quality content.

5. Many Independent Creators Have Future Independent Career Aspirations

While content creation has its challenges—like inconsistent income, workload pressure, and lack of benefits—it can also be a path to full-time independence. The creator economy introduces people to entrepreneurship, and 41% of creators with traditional jobs say they plan to become fully independent or start a business within the next two years.

Check Out: MBO Partners’ Creator Economy Report

4 Benefits of Working With Independent Creators

Tapping into the Creator Economy is a smart way to maximize marketing ROI. Independent creators bring fresh ideas and agility that can keep your brand relevant. Here are four reasons why including independent creators in your marketing strategy is a smart move.

1. You Can Produce More

You don’t have to give up high-quality production, but shifting part of your budget to more casual, user-generated content can be a game changer. Working with independent creators on a project-by-project basis helps you produce content faster, at a higher volume, and for less money than traditional methods.

2. You Can Save Money and Time

Beyond lowering production costs, partnering with independent creators allows you to publish content more quickly. This means you can track performance more often, spot what isn’t working, and adjust sooner—saving money in the long run. Independent creators also make it easier to experiment with new content formats and social media platforms without a big upfront investment.

3. You Can Build Flexible Teams

Some projects demand one set of skills, while others require a completely different expertise. Building a network of independent creators allows you to form teams with the right talent when needed and dissolve them once the project wraps up. This adaptability ensures you always have the best people for the job.

4. You Can Adapt Quickly

What worked in the past may not work today. Digital content trends change constantly, and independent creators are at the forefront of what’s new. Bringing them into your strategy helps you stay ahead of shifts in consumer preferences and keep your content fresh.

Check Out: Talent Redeployment: How to Build a Team You Can Trust

MBO Partners Connects You With Creators and Other Independent Talent

Interest in the creator economy is growing, with 3.6 million Americans planning to become independent creators and another 7.4 million considering it, according to MBO’s research.

For more information on contingent workforce management and how to work with independent contractors, visit MBO’s blog for the latest news and insights. We cover topics such as workforce compliance, AI/technology, Employer of Record (EOR) services, and much more to help your organization succeed.