The influencer marketing market is growing, but revenues remain concentrated among a minority of creators. In an article published on September 24, 2026, Adham Hassan highlights a differentiating factor: the structuring of the activity, from production to revenue diversification.
A growing market, unevenly distributed revenues
In spring 2026, the French Advertising Standards Authority (ARPP) and France Pub estimated advertisers’ investments in influencer marketing in France at 587 million euros for 2025. They increased by 13.1% in one year, while 3%.
Globally, Goldman Sachs estimated the creator economy at $250 billion in 2023 and projected that it could reach nearly $480 billion in 2027. However, these prospects do not mean that incomes benefit everyone equally: according to the bank’s research, only 4% of the approximately 50 million creators identified exceed $100,000 in annual income.
Organizing the activity beyond creation
For Adham Hassan, the pay gap isn’t solely explained by audience size or individual talent. The highest-paid creators also tend to treat their work like a media company: they rely on production or editing teams, plan their releases, and build their revenue strategy over several years.
This structure allows them to better control the various stages of their business, from content creation to community engagement. It can also facilitate the development of additional revenue streams, whereas a business primarily reliant on brand campaigns remains vulnerable to fluctuations in marketing budgets and changes in platform rules.
Diversify income to limit dependence
Brand partnerships account for approximately 70% of creators’ revenue, according to Goldman Sachs estimates cited by Hassan. The author points out that this concentration makes revenue vulnerable to frequent contract renegotiations and platform decisions.
Subscriptions, training, longer formats, and the sale of proprietary products are among the diversification strategies mentioned. While they do not guarantee financial stability on their own, they can reduce dependence on a single source of funding.
An activity that involves other professions.
The professionalization of the sector also concerns those who work alongside creators. Editors, directors, screenwriters, and partnership managers all participate in the production and development of content. Hassan believes that structuring this economy can foster the creation of skilled jobs, beyond those of the creators visible to the public.
The collective framework, however, still needs strengthening. The law of June 9, 2023, concerning commercial influence, established rules, particularly regarding transparency. According to the author, social protection, training, and benefits for professionals remain issues to be addressed. He also suggests the possibility of multi-year agreements between stakeholders and more transparent remuneration mechanisms.
The sector’s growth alone is therefore insufficient to guarantee a sustainable business for every creator. Adham Hassan’s analysis instead emphasizes how work is organized and the ability to diversify income in a market where brand partnerships play a significant role.
Source: Career: Latest content (www.journaldunet.com)
Original article: See the original source
Author: Adham Hassan
