New social media platforms like Substack and Own allow creators to retain ownership of their content, challenging traditional norms where platforms controlled distribution. Substack's updated agreement clarifies that creators maintain all rights to their work. As the creator economy evolves, creators must find ways to profit from their brands while navigating uncertainties posed by legacy platforms. The breakdown of old platform promises raises concerns about visibility and monetization. Ultimately, ownership is crucial for creators to scale, protect, and monetize their endeavors.
Substack's premise is simple, but powerful: creators should own what they create. It's a clear stance in a landscape where platforms have long claimed control over content, data, and distribution.
With this in mind, where is the creator economy really heading? We've spent years analyzing creators through a marketing lens: audience size, average engagement, impressions, views.
The old platform promise is breaking, and creators know it. Earlier this year, TikTok faced a temporary shutdown in the US, and with it, creators' careers were effectively put on hold.
The takeaway? If you don't own it, you can't scale it. You can't protect it. You can't monetize it.
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