The business of content creators: 400 million despite the fall of 'influencers'

The content creation industry in Spain has reached a valuation of 400 million euros despite the declining influence of traditional social media personalities, according to a recent analysis by legal firm Maio Legal. The report highlights that around 10,000 individuals in Spain earn income through publishing content on platforms such as TikTok, Instagram, X, YouTube, Facebook, Twitch, Etsy, and Substack. These creators range from micro-story writers and skincare experts to millionaires showcasing dream lifestyles and mechanics offering quick fixes with tutorials. They include political analysts, commentators, anarchists, reactionaries, travelers, and more, each contributing unique perspectives while striving to make their craft a profession. Among these creators is Marc Biarnés, known online as Nosoloviernes. He has amassed over one and a half million followers across TikTok and Instagram, sharing satirical takes on current affairs from his kitchen. Biarnés explains that it took him four years before he could generate enough income to quit other jobs. However, even with substantial followings, success is increasingly elusive. In recent weeks, social media platforms have begun questioning the ability of some content creators to connect with their audiences, particularly those focused on lifestyle content. A sense of repetition, boredom, and distrust toward the authenticity of recommendations has emerged among followers, echoing patterns seen in other commercial sectors. This shift has led to what some call the "fall of the influencers," though it does not necessarily signal economic collapse. Biarnés jokes that this trend might stem from the saturation of content featuring trips to Bali or the purchase of multiple homes. While there is still considerable money in the space, many creators have turned to politics, sometimes leading to cancellation due to perceived insensitivity. Biarnés suggests that this is not an economic crisis but rather a public relations one. He also points to the growing role of artificial intelligence and avatars as significant factors shaping the landscape. According to investment bank Goldman Sachs, approximately 60% of the revenue generated by content creators comes from brand deals. At the top of the industry, contracts can reach millions of dollars. For example, Spotify paid Joe Rogan 250 million dollars for collaborations, and Amazon awarded MrBeast 100 million dollars. Only about 20% of the earnings of global stars come directly from platform-based revenue shares, with the rest stemming from advertising and brand partnerships. A separate report by digital marketing agency 2btube indicates that approximately 285,000 profiles operate in Spain with more than 10,000 followers on Instagram and TikTok. Of these, nearly 15,000 have over 100,000 followers, and around 1,540 boast over a million. The majority of activity is concentrated on Instagram, TikTok, and YouTube. This data underscores the scale of the industry, yet it also reflects the challenges faced by creators trying to maintain relevance and engagement in a rapidly evolving digital ecosystem.