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A survey of 46,486 influencers across seven countries identifies content categories, characteristic formats, and clusters, contrasting professionalization and monetization. Key topics include food, beauty, lifestyle, and travel, varying by country. Differences reflect monetization modes and other compensation, highlighting relevance for the creative economy and partnerships with established media.",{"@graph":14,"@context":73},[15,34,56],{"@type":16,"itemListElement":17},"BreadcrumbList",[18,23,27,31],{"item":19,"name":20,"@type":21,"position":22},"https://docshare.wps.com","Home","ListItem",1,{"item":24,"name":25,"@type":21,"position":26},"https://docshare.wps.com/document/","Document",2,{"item":28,"name":29,"@type":21,"position":30},"https://docshare.wps.com/document/research-report/","Research & Report",3,{"item":32,"name":10,"@type":21,"position":33},"https://docshare.wps.com/document/social-media-influencers-as-content-creators-in-the-creative-economy-abstract-introduction/143763/",4,{"url":32,"name":10,"@type":35,"image":36,"author":41,"headline":10,"publisher":44,"fileFormat":47,"inLanguage":8,"description":12,"dateModified":48,"datePublished":49,"encodingFormat":47,"isAccessibleForFree":50,"interactionStatistic":51},"DigitalDocument",{"url":37,"@type":38,"width":39,"height":40},"https://docshare.wps.com/thumbnails/social-media-influencers-as-content-creators-in-the-creative-economy-abstract-introduction/143763.png","ImageObject",300,407,{"name":42,"@type":43},"Riley West","Person",{"url":19,"name":45,"@type":46},"DocShare","Organization","application/pdf","2026-10-27","2026-08-25",true,{"@type":52,"interactionType":53,"userInteractionCount":55},"InteractionCounter",{"@type":54},"ViewAction",17,{"@type":57,"mainEntity":58},"FAQPage",[59,65,69],{"name":60,"@type":61,"acceptedAnswer":62},"How do social media influencers contribute to the creative economy beyond marketing impact?","Question",{"text":63,"@type":64},"They contribute by producing engaging content and often combining it with entrepreneurial drive. This creator role can also support broader media relevance and future creative economy development.","Answer",{"name":66,"@type":61,"acceptedAnswer":67},"What does the survey of 46,486 influencers examine?",{"text":68,"@type":64},"It identifies categories of content created by influencers, topic-related formats, and clusters of similar content. It also compares these clusters across degrees of professionalization and monetization.",{"name":70,"@type":61,"acceptedAnswer":71},"Which content topics appear most common, and what explains cross-country differences?",{"text":72,"@type":64},"The most proliferant topics relate to food, beauty, lifestyle, and travel. Cross-country differences in characteristic formats per topic can be partly explained by different monetization modes or other compensation.","https://schema.org",{"og:url":32,"og:type":75,"og:title":10,"og:site_name":45,"og:description":12},"article",{"robots":77,"canonical":32},"index,follow",{"doc_id":79,"site_id":7},143763,1787696637,{"code":4,"msg":82,"data":83},"success",[84,88,92,96,101,106,111,115,120,123,127],{"id":22,"doc_module":4,"doc_module_name":25,"category_name":85,"show_sort_weight":86,"slug":87},"Story & Novel",90,"story-novel",{"id":26,"doc_module":4,"doc_module_name":25,"category_name":89,"show_sort_weight":90,"slug":91},"Literature",80,"literature",{"id":33,"doc_module":4,"doc_module_name":25,"category_name":93,"show_sort_weight":94,"slug":95},"Exam",70,"exam",{"id":97,"doc_module":4,"doc_module_name":25,"category_name":98,"show_sort_weight":99,"slug":100},5,"Comic",60,"comic",{"id":102,"doc_module":4,"doc_module_name":25,"category_name":103,"show_sort_weight":104,"slug":105},6,"Technology",50,"technology",{"id":107,"doc_module":4,"doc_module_name":25,"category_name":108,"show_sort_weight":109,"slug":110},7,"Healthcare",40,"healthcare",{"id":112,"doc_module":4,"doc_module_name":25,"category_name":29,"show_sort_weight":113,"slug":114},8,30,"research-report",{"id":116,"doc_module":4,"doc_module_name":25,"category_name":117,"show_sort_weight":118,"slug":119},9,"Religion & Spirituality",20,"religion-spirituality",{"id":118,"doc_module":4,"doc_module_name":25,"category_name":121,"show_sort_weight":118,"slug":122},"World Cup","world-cup",{"id":124,"doc_module":4,"doc_module_name":25,"category_name":125,"show_sort_weight":124,"slug":126},10,"Lifestyle","lifestyle",{"id":128,"doc_module":4,"doc_module_name":25,"category_name":129,"show_sort_weight":97,"slug":130},19,"General","general",{"code":4,"msg":82,"data":132},{"doc_id":79,"user_id":133,"nickname":42,"user_avatar":134,"doc_module":4,"category_id":112,"category_name":29,"doc_title":10,"doc_description":12,"doc_content":135,"file_id":136,"file_url":137,"file_type":138,"file_size":139,"view_count":55,"is_deleted":4,"is_public":22,"is_downloadable":22,"audit_status":22,"page_count":140,"language":141,"language_code":8,"site_id":7,"html_lang":8,"table_of_contents":142,"faqs":143,"seo_title":144,"seo_description":12,"update_tm":80,"read_time":145},1099523885074,"https://ap-avatar.wpscdn.com/davatar_9964176cb1d06d4a9deccf72a44ae3dc","2  \nSocial Media Influencers as Content Creatorsin The Creative Economy  \ncAstulus Kolo  \nmAcromeDiA university of APPlieD sciences, germAny  \nc. Kolo@mAcromeDiA. De  \n[HttPs://orciD.org/0000-0001-6583-328X](HttPs://orciD.org/0000-0001-6583-328X)  \nAleXAnDer rotH  \n[HttPs://orciD.org/0000-0002-7484-5511](HttPs://orciD.org/0000-0002-7484-5511)  \nfloriAn HAumer  \n[HttPs://orciD.org/0000-0002-9736-0875](HttPs://orciD.org/0000-0002-9736-0875)  \nabstract  \nResearch on influencers is often falling short of fully capturing their impact on the creative economy and on media at large. Beyond their influence on consumer decisions and hence, their importance for marketing, goes their contribution as creators of enticing content often combined with entrepreneurial drive that is actually the basis for their impact. In this study based on a survey among n=46,486 influencers from seven countries we shed light on different categories of content they create. Discerning topics and characteristic formats, we derive clusters of similar content and contrast this with different degrees of professionalization and monetization. Apart from self-disclosing influencers’ every day life are the most proliferant topics related to food, beauty, lifestyle, and travel–however, with differences across countries and contrasting characteristic formats per topic. The latter can at least partly be explained by the various modes of monetization or other kinds of compensation. This study on social media influencers as content creators with increasingly professional businesses shall serve a better understanding of their relevance to the future development of the creative economy at large as well as of their potential for partnering with incumbent media players.  \nkeywords: Content creators, influencer marketing, creative economy, creative industries, media making, media business, content formats  \n54 jo cis 2023 vol 11 | issn 2184-0466 | e-issn 27 9 5-5540  \nintroduction  \nSocial media influencers (henceforth SMI or SMIs respectively) emerged as individuals with a certain followership who endorse products or services, leveraging their influence to drive consumer behavior (Ouvrein, Pabian, Giles, Hudders, & De Backer, 2021; Koay, Cheung, Soh, & Teoh, 2022). In this they complemented traditional celebrities from entertainment and media who leverage their fame for additional revenues (Abidin, 2018; Leban, & Voyer, 2020; Brooks, Drenten, & Piskorski, 2021; Gaenssle, & Budzinski, 2021). Thereby the overall economic role ofSMIs has significantly evolved over the last years (author 3).  \nToday, SMIs collaborate systematically with brands and promote the latters’products or services to their followers (Brown & Fiorella, 2013; author 7; Tabellion & Esch, 2019; Levin, 2020) . This can involve sponsored posts, product reviews, or SMI-led campaigns (Arriagada, & Ibáñez, 2020) . SMIs’recommendations can have a substantial impact on consumer purchasing decisions, making them valuable marketing partners for brands (Khamis, Ang, & Welling, 2017; Craig, 2019; Freberz, Smith, & Silva, 2022; Ozuem, & Willis, 2022). Hence, the rise ofSMIs has given birth to a thriving influencer marketing industry and multichannel networks as service providers to it (PWC, 2014). Agencies and platforms connect brands with SMIs, facilitating collaborations and campaign management. The industry has grown rapidly (Enberg, 2022), with brands allocating significant portions of their marketing budgets to collaborations with SMI.  \nBut SMIs are also content creators in the first place (e.g. Abidin, 2016; author 5). They produce engaging and often niche-specific content across social media platforms. They build their personal brands around specific areas of expertise (Ladhari, Massa, & Skandrani, 2020) . This personal branding allows them to cultivate a loyal following and to establish themselves as thought leaders or experts in their respective fields. Some SMIs leverage their online presence to launch entrepren","cbCaifIOWWza1lSe","https://ap.wps.com/l/cbCaifIOWWza1lSe","pdf",616821,31,"English","# Abstract\n# Introduction\n## Social media influencers and celebrity media roles\n## Brand collaborations and influencer marketing industry\n## Personal branding and entrepreneurial ventures\n## Economic scale and creative economy revenues\n## Social causes and evolving research perspectives","[{\"question\":\"How do social media influencers contribute to the creative economy beyond marketing impact?\",\"answer\":\"They contribute by producing engaging content and often combining it with entrepreneurial drive. This creator role can also support broader media relevance and future creative economy development.\"},{\"question\":\"What does the survey of 46,486 influencers examine?\",\"answer\":\"It identifies categories of content created by influencers, topic-related formats, and clusters of similar content. It also compares these clusters across degrees of professionalization and monetization.\"},{\"question\":\"Which content topics appear most common, and what explains cross-country differences?\",\"answer\":\"The most proliferant topics relate to food, beauty, lifestyle, and travel. Cross-country differences in characteristic formats per topic can be partly explained by different monetization modes or other compensation.\"}]","Social Media Influencers as Content Creators in The Creative Economy - Abstract - Introduction | PDF",78]