Picture this: you post a video that flops, but your bank account says otherwise. That happened to me last summer—viral views tanked, but my niche podcast ad deal saved the day. If you think influencer income is all about likes and followers, time to burst that bubble. The reality? There are wild ups, surprising steady streams, and some lessons only learned the hard way. Let’s dive into the quirky, convoluted world of how creators really get paid—and why 2025 will be even weirder (and possibly smarter) for influencer money.
The Shaky Reality of Social Media Payday
Let’s be honest—when people ask, “How do you make the most of your money?” the answer isn’t as simple as it looks on Instagram. Sure, I get paid from social media, and yes, those brand deals can be huge. But if you think influencer paychecks are steady, you might be surprised. The reality is, social media income is unpredictable. It’s like that friend who only calls when they need something—sometimes you get a check, sometimes you don’t hear a thing for weeks.
Here’s what I’ve learned: the influencer marketing industry growth is real and fast. Research shows the global influencer marketing industry is set to grow by 35.63% between 2024 and 2025, hitting a massive $32.55 billion by 2025. That sounds like everyone’s getting rich, right? Not quite. While over 80% of marketers say influencer marketing is effective, the money doesn’t always flow down to creators in a steady stream. In fact, creator participation in brand deals dropped from 94% in 2024 to 78% in 2025. Why? Because creators like me are diversifying—looking for more reliable income streams beyond just social media campaigns.
Let’s break down what this looks like in real life. Social media checks come and go. One month, you might land a big campaign and feel on top of the world. The next, you’re waiting for emails that never come. I’ve had months where my biggest, most consistent money didn’t come from posting online at all. Instead, it came from real estate investments or those oddly stable ad deals that most followers never see. It’s not glamorous, but it pays the bills.
Brand deals are the big tickets—if you can land them. But even then, they’re not your monthly rent. They’re more like a bonus. And with the influencer marketing industry growth, you’d think there would be more opportunities. But the truth is, as the industry gets bigger, the competition gets tougher. Brands are getting pickier, and the pendulum swings with every new platform update or algorithm change. One day, you’re in demand; the next, you’re scrambling to figure out what’s next.
Most creators I know admit the same thing: “Social media is not consistent. The majority of my money as a creator comes from brand partnerships.” That’s the reality. The steady income, if you can call it that, comes from diversifying. For me, that means real estate on the side, online courses, and sometimes those weirdly stable ad deals that never make it into my feed. It’s not just about posting and hoping for the best. It’s about building a safety net outside the wild swings of social media.
So, while the influencer marketing industry growth is headline-worthy, the day-to-day reality is a lot shakier. Social media user growth means more eyes, but it doesn’t guarantee more money in your pocket. If you’re thinking about making this your full-time gig, just know: the paychecks bounce around, and the most reliable income might come from places your followers never see.
Brand Partnerships: The Gold (and Butter) of Creator Earnings
If you ask most creators where their real money comes from, the answer is almost always the same: brand partnerships. Social media income can be unpredictable—one month you’re up, the next you’re scraping by. But long-term brand partnerships? That’s where things start to feel stable. In my own experience, the biggest checks I’ve ever closed have come from these ongoing collaborations, not from quick, one-off posts.
Research shows that long-term influencer partnerships are becoming the norm. In fact, 47% of marketers in 2025 are prioritizing these extended deals, and 63.8% of brands plan to invest in influencer partnerships this year. It’s not just about a single Instagram story or a TikTok shoutout anymore. Brands are looking for creators who can represent them over time, sometimes even offering year-long contracts or equity stakes. That’s the ‘adulting’ version of a sponsored selfie—less flash, more financial security.
There’s a reason creators (myself included) chase these longer deals. They offer both income and sanity. Instead of constantly hustling for the next gig, you can focus on building a relationship with a brand, learning their values, and creating content that feels authentic. It’s a win-win: brands get consistency, and creators get stability. As one creator put it,
"I would say my biggest source of revenue right now is in between YouTube and brand deals."
But the landscape is shifting. While brand deals are still the bread and butter, creators are getting smarter about how they monetize. Multi-platform monetization techniques are on the rise. I’ve seen firsthand how a single piece of content can be stretched across Facebook, Instagram, YouTube, and TikTok—sometimes even as part of a coordinated campaign. This approach doesn’t just boost reach; it multiplies income streams, often in ways that surprise even seasoned creators.
Podcast advertising revenue is another area that’s quietly booming. For many, podcast ads are a newer, less saturated income stream. Brands are eager to get in early, and creators benefit from the intimacy and trust that podcasts foster with listeners. I’ve noticed that podcast deals can sometimes rival, or even surpass, traditional social media partnerships in terms of payout. It’s a space that’s only going to grow as more creators diversify their content.
Of course, not every creator relies solely on brand partnerships. Many of us supplement our income with online courses, digital products, or membership programs. These side ventures help keep the lights on during slower months and provide a buffer against the unpredictability of social media algorithms. Still, when it comes to reliable, substantial earnings, long-term brand partnerships remain the gold standard.
In short, the creator economy is evolving fast. Long-term influencer partnerships, podcast advertising revenue, and multi-platform monetization techniques are shaping how creators earn—and how brands invest. The days of relying on a single platform or a handful of sponsored posts are fading. Now, it’s all about building relationships, diversifying income, and thinking strategically about every piece of content.
Table-Leg Theory: Why Creators Stack Income Streams
When I first started treating my social media presence as a business, I realized pretty quickly that relying on just one source of income was risky. That’s when I came across the “table-leg theory.” It’s simple: think of your business like a table. Each income stream is a leg. If one leg gets knocked out—say, a TikTok ban or a sudden algorithm change—the table (your business) can still stand if the other legs are strong enough.
"We see our social media as a business. The more legs on that table, the more stable it is."
This analogy really changed my mindset. Instead of putting all my eggs in one basket, I started to diversify. In the creator world, these “legs” can be anything from ad revenue, brand deals, and platform monetization (think Facebook, YouTube, Instagram, TikTok), to teaching what you know through online courses or memberships. The more legs you’ve got, the more stable you’re going to be. If a platform disappears, your business doesn’t crumble—it just leans a little until you build another leg.
Let’s be real: social media trends are unpredictable. One day, a platform is booming. The next, it’s facing bans or losing user interest. That’s why multi-platform monetization techniques are so important. By spreading out your efforts—posting content on several platforms, experimenting with different monetization strategies—you’re protecting yourself from the randomness of the internet.
Research shows that diversified income streams insulate creators from platform risk and sudden algorithm changes. I’ve seen this firsthand. When one platform’s ad revenue dips, another might pick up. Or maybe a brand deal falls through, but your online course sales are steady. It’s about building a business that can weather the storms.
Here’s something interesting: in 2025, there are about 5.45 billion social media users worldwide, and the average user is active on seven platforms each month. That’s a massive opportunity for creators to be everywhere. If you’re only on one or two platforms, you’re missing out—not just on audience, but on income streams that could keep your business afloat if something goes sideways.
Ad revenue: YouTube, Facebook, and even Instagram now offer ways to earn from ads.
Brand deals: These can be one-off or long-term partnerships, and they’re evolving fast.
Platform monetization: TikTok, Instagram, and others have creator funds, bonuses, and tipping features.
Education: Courses, workshops, and memberships—teaching what you know is a growing income stream.
The key takeaway? Stability in social media income is increasingly linked to diversified income streams. The table-leg theory isn’t just a metaphor—it’s a strategy. The more legs you build, the more resilient your business becomes, no matter what the internet throws your way.
Wild Cards: Memberships, Niche Products, and Doing Something Weird
When people think about influencer income, they usually picture brand deals, viral videos, and maybe a few sponsored posts sprinkled in. But here’s a twist that surprises a lot of folks: some of the most successful creators actually make most of their money outside the content spotlight. I’m talking about online courses, niche products, and exclusive memberships—things that don’t always get flashy attention, but can quietly become a creator’s smartest move.
Let me give you a real example from my own experience.
"My main income is not content creation. Actually, I have an online business where I sell online courses to teach people how to learn piano without any sheet music. But I also earn money with my content by the views, brand deals. My biggest smart review is online products. So it is called Erica Kolberg Insiders."
That’s right—while I love sharing content and working with brands, the real engine behind my income is the online courses and the Erica Kolberg Insiders membership community.
Membership communities, like Erica Kolberg Insiders, are a great way to build recurring revenue. For $27/month, members get access to financial education, budgeting tools, and a supportive community that goes way beyond what’s available for free. It’s not just about money tips, either. It’s about creating a space where people feel like they belong and can learn together. And for creators, that monthly membership fee adds up to a stable, predictable income stream—something that’s increasingly valuable as brand deal opportunities can swing wildly from month to month.
Research shows that online courses financial education is a rapidly growing segment. More creators are realizing that teaching what they know—whether it’s piano, budgeting, or even something quirky—can be far more sustainable than chasing the next viral post. In fact, micro and mid-tier creators are especially well positioned here. Brands love their strong engagement-to-cost ratios, but these creators are also earning more from stable online product models and educational content than ever before.
There’s something quietly powerful about building a non-traditional online product. It might not be glamorous. You won’t see headlines about it. But when content earnings get rocky (and trust me, they do), that steady drip from memberships or course sales can be a lifesaver. It’s a kind of creator income diversification that doesn’t just protect you from seasonal swings—it can actually become your main gig.
I’ve seen it firsthand: launching an online course or a membership like Erica Kolberg Insiders isn’t just a side hustle. For many, it’s the core business. And it opens up all sorts of possibilities for doing something a little weird or niche—like teaching piano without sheet music, or building a club for people obsessed with budgeting hacks. Sometimes, the wild cards are where the real money (and satisfaction) is hiding.
Why Creator Income in 2025 Will Feel Even More Like Riding a Rollercoaster (But It Doesn’t Have to Crash)
When people ask me how I really make money as a creator, I always say: it’s a wild ride, and 2025 is only making things more unpredictable. With the AI content revolution in full swing, virtual influencers on the rise, and live streaming now at the heart of content strategy, what it means to “earn” as a creator is changing fast. Research shows that the influencer marketing industry growth is set to hit $32.55 billion in 2025, but that doesn’t mean it’s smooth sailing for everyone. In fact, it feels more like a rollercoaster than ever before.
Let’s be real—staking your future on the next viral TikTok is a bit like betting your rent money on a coin toss. Sometimes you win big, but more often, it’s unpredictable and stressful. That’s why I’ve learned to focus on building a business that’s stable, not just flashy. For me, long-term brand partnerships are the backbone of my income. These deals, especially when they span a year or include equity, provide the kind of consistency that platform monetization alone can’t match. As the industry evolves, marketers are doubling down on these long-term collaborations—47% say it’s their top strategy for 2025.
But here’s the twist: AI-driven content and virtual influencers are shaking up how brands choose who to work with and how creators get paid. The virtual influencer market is projected to reach $37.8 billion by 2030, and more brands are using AI tools for everything from campaign discovery to pricing. This means creators who adapt—by embracing new formats and technologies—are the ones who’ll thrive. Live streaming, for example, is now favored by over half of marketers, and it’s changing how audiences engage with creators in real time.
Still, the most important lesson I’ve learned is to diversify. I like to think of my business as a table: each income stream—YouTube ads, Facebook monetization, TikTok, brand deals, podcast advertising, and online courses—acts as a leg. The more legs, the sturdier the table. If one platform falters, the rest keep me standing. As I’ve expanded into online education, like my Erica Kolberg Insiders membership, I’ve found even more stability. It’s not just about chasing the next viral moment; it’s about building something that lasts.
"It’s less about going viral and more about building a stable, table-legged business model."
In the end, the future belongs to creators who see their income as a constantly evolving puzzle—one that rewards those willing to experiment, diversify, and invest in long-term relationships. The AI content revolution and the rapid influencer marketing industry growth are making things exciting, but if you focus on long-term brand partnerships and clever income stacking, you can ride the rollercoaster without fear of crashing. That’s how I’m approaching 2025—and it’s a strategy I’d recommend to any creator looking to thrive in this new era.
