Why some creators are returning to traditional jobs and side hustles as brand deals slow

With greater economic pressure than ever before, some content creators are going back to full-time work and diversifying their income.

May 2, 2025 - 05:03

The transition from viral influencer to a full-time career as a creator has always been tough — but with greater economic pressure, some are realizing the juice isn’t worth the squeeze.

After working 11 years as a creator and amassing 68.2K subscribers on YouTube, mom of twins, creator-turned talent manager Joanna Fowler joined Shine Talent Group in December as its head of talent.

“A lot of it is unpaid for a very long time,” Fowler told Digiday, of her work as a creator. “Even when it is your full-time job, you need to be able to bookend sponsored content with a lot of content that is not sponsored and create a lot of value for your community.”

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