What is a content creator, and how do they make money?

Content creators make videos, posts, and digital products - and earn through sponsorships, ads, memberships, and brand deals. Find out how in this guide.

A content creator is someone who makes and shares content - videos, posts, podcasts - to inform, entertain, or inspire an audience.

The creator economy now includes over 45 million professional and 162 million amateur creators, and that number keeps climbing.

But is content creation really a career? Does it just mean posting TikToks? Can anyone do it?

In short: yes, no, and absolutely.

Let’s get into it.

What does a content creator actually do?

A content creator makes digital content - like videos, podcasts, blogs, or courses - to educate, entertain, or connect with an audience.

There’s no single definition because “content creation” covers a huge range of roles: YouTubers, podcasters, streamers, newsletter writers, course creators, and more.

Does content creator just mean social media influencer?

Not exactly, but social media is where most content creation starts.

While some creators build their entire business on platforms like TikTok or Instagram, many use social media as a marketing funnel - repurposing clips, posts, or highlights to drive people toward long-form content like podcasts, YouTube videos, or courses.

Each platform has its own strengths:

• TikTok and YouTube Shorts for quick, short-form videos
• YouTube for long-form storytelling
• Instagram for visuals and Reels
• X (Twitter) for quick thoughts and engagement
• Pinterest for discovery through images and short clips

The key is choosing platforms that match your content style and staying consistent. Algorithms reward creators who post regularly and engage with their audience.

As Alex Sedlak, a Whop creator and founder of Media Labs, teaches his mentees - consistency and strategy turn social media into a real growth engine.

Now, let’s look at the main types of content creators and how they use these platforms differently.

Different types of content creation

Short-form video 

Video is the most powerful form of content creation, and short-form video now leads the way.

Platforms like TikTok, Instagram Reels, and YouTube Shorts are designed for quick consumption, with their algorithms built to serve up engaging, bite-sized content that keeps users glued to their screens - like the above, which is a short section of a longer video.

The reason for this shift is simple: attention spans are shorter than ever. Almost 50% of TikTok users consider videos over one minute long to be stressful.

So, short-form videos are perfect for creators who want to grab their audience’s attention quickly and create skits, product demos, challenges, or BTS content. It’s perfect for creating moments that resonate fast and hard. 

The best part? It's easier to create, with fewer production requirements. You can shoot and post on the same day, experimenting with different styles and trends to see what works. And you don't even have to do it yourself - you can use clippers to create short-form clips of your long-form content.

Long-form video

On the other hand, long-form video is more about depth and storytelling, usually ranging from 10 minutes to several hours. 

YouTube remains the go-to platform for long-form creators, followed by paid access platforms. 

Long-form video is the best option if you want to build a loyal audience that returns for more substantial content. The trade-off here is that creating, editing, and publishing takes longer, but the payoff is often higher engagement and a stronger connection with your audience.

Both short and long-form videos can be monetized through ads, sponsorships, or even by driving traffic to your own products or services. 

So, really, the choice between the two often comes down to your content style and how much time you want to dedicate to creating.

Photography

Does the rise of video mean that static content (i.e. imagery and graphics) is dead? Not at all! 

While videos might be the more popular content format right now, most content creators focus on a mix of video and static posts.

Instagram, for example, is still one of the top platforms for photographers, influencers, and content creators to post photos (especially in the form of carousels). 

Instagram's Chief executive, Adam Mosseri, actually recommends that creators post more image carousels rather than focusing purely on video. Carousels help boost reach in the algorithm, as they often stop people in their tracks.

If you’re a photographer, you could use image-based content to demonstrate your photography workshops, editing services, and photo shoots for clients. Or, you can use social content to sell your own prints and photo services. 

Audio content

Podcasts, voiceovers, and audio-based content have become hugely popular forms of content, with podcast listeners growing at a 7.85% year-over-year increase!

The cool thing about audio content is that it doesn’t require investing in a camera or fancy setup initially, which makes it an appealing option for creators who want to experiment without too much overhead. 

Audio is an awesome way to explore deeper topics, share stories, or interview guests without the constraints of video production. Plus, listeners can engage with your content while commuting, working out, or cooking dinner. 

Yes - this podcast also have a video component - but many listeners tune in on an audio streaming platform, listening to the audio only.

And audio content can still be monetized in a bunch of ways. Podcasts, for example, can bring in sponsorships, ads, or even listener donations if you build a loyal fanbase. 

Affiliate marketing works well for audio, too, especially if you're recommending products or services. 

Written content 

Blogging, newsletters, and X posts are all great ways to get your voice out there. You can take your time with them, and you don’t have to worry about editing every mistake or stressing over your appearance. 

Writing a blog could be a solid choice if you want to explore a subject deeply and establish yourself as someone who knows their stuff. 

Maybe you’re giving tips, sharing personal stories, or breaking down a big topic – blog posts let you do that without being rushed. Plus, they’re great for SEO, so you could see your audience traffic grow from well-planned articles.

Newsletters are a good option, too. When someone subscribes to your newsletter, they’re basically raising their hand to say, “I want to hear more from you!” 

‘Short-form writing’ is another option. You can grow a pretty decent following through X posts or Threads alone. Well-timed posts can get people talking and get picked up by the algorithm quickly, helping you find your people. 

Once you’re writing consistently and have grown your audience, written content can become a steady revenue stream – think sponsorships, affiliate links, and even paid subscriptions.

How do content creators make money?

Content creators make money by monetizing their audience and content through multiple income streams - including platform payouts, brand deals, affiliate marketing, sponsorships, and ad revenue.

Here’s a look at some of the ways creators are turning their content into cash:

Directly from platforms

Most platforms offer creators native monetization methods, for example, the YouTube Partner Program or TikTok Creator Rewards Program. Payouts usually begin small and grow with your views and engagement.

But these programs often take a cut and impose strict content rules, so creators rarely rely on them alone.

Instead, monetization is most stable when combined with other revenue channels like affiliate links, sponsorships, and product sales.

Affiliate marketing

Affiliate marketing is one of the simplest ways for creators to make money. You promote a product or service through a special link, and you get a commission when someone buys through that link. Simple!

Well, maybe there’s a bit more nuance. 

Affiliate marketing is all about recommending products you actually use and believe in. Your viewers trust you, so you don’t have to oversell (because, trust me, audiences can smell that from a mile away).

Instead, focus on being genuine and sharing what works for you. With transparency and soft-selling, your followers will be more willing to check out what you’re promoting.

Brand partnerships

Once you’ve built your personal brand, garnered a decent following, and are becoming more well-liked by the algorithm? You can start looking into brand partnerships.

These partnerships involve working with companies to promote their products or services, and they’ll pay you for it – sometimes, big bucks. 

Brand deals can be one-off projects or long-term collaborations. It’s important to stay true to your style and values and partner with businesses that fit your content and resonate with your audience. 

However, remember that to get noticed by brands in the first place? You have to create the right kind of content, have an engaged audience, and have a niche in place. If that’s you, you can even be proactive about reaching out to your favorite brands yourself. 

Sponsorships

Sponsorships are similar to brand partnerships but tend to be more structured. 

Instead of just promoting a product in a post, sponsors may pay you for regular exposure. This might include shout-outs, dedicated videos, or featuring their products in your content. It’s another way to monetize and develop long-term relationships with companies.

Sponsorships are really popular for creators with a regular posting schedule and large audience metrics - think YouTube content and podcasts. 

Ad revenue

Platforms like YouTube and TikTok also offer ways to make money through ads. 

For YouTube, ads are placed before, during, or after your videos, and you earn a portion of the revenue. 

TikTok offers similar ad revenue opportunities, though it typically requires a larger audience to start making a substantial income. But once your following grows, ad revenue can be a significant part of your income.

The only thing with ads? They can be annoying for viewers – so be sure to balance ad revenue with other ways to monetize. 

Building a personal brand as a content creator

The best way to make money as a creator long-term is to build your own personal brand.

Unlike sponsorships or platform payouts, a personal brand doesn’t rely on third parties. You’re not just selling content - you’re selling yourself - your ideas, expertise, and style. When people connect with that, they’ll want to support and engage with everything you create.

One of the easiest ways to start monetizing your brand is through merch. If your followers feel connected to you, they’ll proudly rep your brand, and every hoodie or mug becomes free marketing.

Another powerful route is digital products and courses. If you have a skill or insight people value, package it into a course, template, or guide. Platforms like Whop make it simple to create, sell, and automate these offers, turning your knowledge into passive income.

You can also add subscriber-only content for your most loyal fans, offering behind-the-scenes videos, private chats, or early access.

When you own your brand and your audience, your income becomes unlimited. You can test new ideas, build multiple revenue streams, and grow on your own terms.

Where are the best platforms to host my content?

Once you’ve considered your content, audience, and monetization goals, you can think about where to host your content. 

Social media and free hosting platforms

Social media platforms are a no-brainer for content creators. They’re free, easy to use, and they already have a built-in audience. 

Most creators get started on Instagram, TikTok, YouTube, and X, and for good reason. You can post regularly, engage with your audience, and use algorithms to get noticed without paying for hosting.

Plus, social platforms have tons of tools to help you monetize. TikTok has its Creator Fund, YouTube has ads, and Instagram lets you link products and services. 

If you’re just starting out, social media is your best bet. It’s where your audience already is, and it’s a great way to build your brand and gain followers without any upfront costs.

Subscription platforms 

Subscription services might be the way if you want to offer more exclusive content to your most loyal followers. 

Platforms like Whop, Patreon, and Substack allow creators to offer paid memberships where subscribers can access premium content, behind-the-scenes looks, or direct interaction.

For example, if you run a podcast? You could offer subscribers exclusive episodes and extended cuts. 

If you’re a writer, you might write one free newsletter per week while writing daily content for your subscribers only. 

And if you’re doing well with affiliate marketing on Instagram? You could teach your subscribers how to do it for a premium. 

Subscription platforms allow creators to build a steady income stream while deepening their connection with their audience.

A personal blog or website 

Having a personal website or blog is another great option, especially if you want full control over your content and how you monetize. 

Unlike social media, where you’re at the mercy of algorithms, a website gives you total freedom to host your content however you want. You can blog, podcast, sell digital products, or even run an online store – all from one place.

It also adds a level of professionalism and credibility to your brand. Plus, you can integrate it with social media to boost traffic. 

Hosting a blog might involve some upfront costs (like domain registration and hosting fees), but it can pay off in the long run, especially if you’re serious about building a long-term content creation business. 

Hosting content on your blog or website also allows you to negotiate your own brand deals, sponsorships, and ad revenue. However, you’ll need to be able to prove consistent traffic and impressions. 

Whop helps creators build, monetize, and scale their communities

With Whop, you can turn your audience into a thriving business. Create your own Whop in minutes and start selling memberships, digital products, or exclusive access to your community, all from one platform.

You’re in control: set up paid tiers, offer premium content, run events, or bundle your offers however you want. Whop handles payments, fulfillment, and access management automatically, so you can focus on creating and connecting with your members.

Build your community, grow your revenue, and keep 100% ownership of your audience, all with fees as low as 2.7% + 30¢ per transaction.

FAQ

What is a content creator?

Content creators are digital entrepreneurs who create online media, such as social media content, blog posts, video content, podcasts, digital products, and more. They build their personal brand through online content and use this to leverage monetization and growth opportunities.

Can anyone be a content creator?

Yes! The global creator economy recruits thousands of new content creators daily, from YouTubers to TikTokkers and more. 

Are you interested in starting a podcast, creating social media content, blogging, writing a newsletter, or any other kind of content? Check out Whop for courses, mentors, communities, and hacks to easily grow your content creation business. 

How do I know what kind of content to create?

Good question – there are quite a few avenues, so it pays to think about what you enjoy creating, who you’re trying to reach with your content, and what interests you. 

Why do you want to create content in the first place? Who is your audience? What are their interests, and what kinds of content do they tend to consume most? Which platforms are best aligned with your audience, and also offer you monetization opportunities as you grow? 

Asking yourself these questions will help you understand the kind of content you should focus on creating. Don’t be afraid to experiment!