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How Big Tech Sells The Influencer American Dream
By Brooke Erin Duffy
As I conclude my research on the creator economy, I can’t help but feel a sense of déjà vu. Earlier this year, X (formerly Twitter) allegedly attempted to woo Mr. Beast by manipulating the revenue incentive system. Last month, Spotify unveiled its so-called “biggest change ever,” positioning itself as the new home of podcasting for creators. And Snap’s just-launched creator monetization tool is auspiciously timed to coincide with a wider creator economy shakeup, with TikTok’s future hanging in delicate balance.
At first glance, these developments seem like cause for celebration. Who wouldn’t want to turn their passion into profit? The notion that social media platforms are the ultimate democratizers of creativity and opportunity has been an ongoing narrative for years now. However, a closer examination reveals that Big Tech’s latest moves are anything but altruistic.
Behind the glitz and glamour lies a stark reality: creators struggle with burnout, financial insecurity, and existential dread due to the relentless demands of audiences, advertisers, and capricious algorithms. For every success story about an influencer raking in millions, there are countless others whose livelihoods hang precariously by the thin thread of algorithmic favor.
Source: www.forbes.com
