A new study has revealed that the United States is home to a staggering 12 million full-time influencers.
The findings, which come from the Keller Advisory Group, were recently highlighted in a Wall Street Journal article titled “Who Gets the TikTok in the Divorce? The Messy Fight Over Valuable Social Media Accounts.” According to the study, the U.S. has a total of 27 million paid content creators, and nearly half of them (44%) work as influencers full-time.
When this figure was shared online, it quickly sparked debate, with many questioning the legitimacy of the data and how the study was conducted. The Keller report defines creators as anyone who identifies as an influencer and has received payment for their content within the past year. The study surveyed just under 6,000 Americans between 16 and 54 years old, including a specific sample of 1,045 self-identified creators, with the results adjusted to represent the broader population.
But there’s more—while the average annual income for these full-time influencers is estimated at $93,000, nearly half earn less than $10,000 a year. It shows just how uneven the influencer economy can be, with only a small percentage finding major financial success.
With 12 million people competing in the same space, the study raises questions about the nature of individuality and authenticity in the digital world. For many, standing out in a saturated market is becoming increasingly difficult, making it clear that the influencer economy is a high-stakes game where only a few truly thrive.12 Million Full-Time Influencers
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