AMT Lab @ CMU: Filled with platforms that allow content creators to consume, create, and share content, the creator economy serves as a space for advertisers to benefit from an online marketing tactic known as influencer marketing (Geyser, 2022, para. 1). The total value of the creator economy is estimated to be over 100 billion dollars (CB Insights, 2021, para. 4). At the end of 2021, YouTube delivered $28.8 billion in advertising revenue (Werpin, The Hollywood Reporter, 2022, para. 1). The valuation of the creator economy is no surprise, as advertisers are always looking for more innovative and effective marketing tactics to reach consumers. Social media platforms like YouTube and TikTok profit handsomely from content creators because of increased advertising spending.
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