How Do Influencers Make Money? 8 Income Streams To Try
While we’ve improved transparency in this industry quite a bit over the last few years, I still feel like there’s some confusion about how it all really works.
The question still being asked is how do influencers actually make money?
When I tell people I’m full-time and show them my follower counts, they’re usually surprised.
And honestly, I get it.
I don’t have hundreds of thousands of followers, and I don’t go viral every week. I would definitely categorize myself as a micro influencer.
But if you’ve followed me for a while, you know that you don’t need a massive audience to make a full-time income from content creation.
Since 2021, I’ve published these annual influencer income reports to share what’s possible in this space, especially when you think beyond brand deals.
This year, one unexpected income stream brought in nearly a third of my total earnings—and there’s one I’ve officially retired moving forward.
Here’s a look at my 2024 income breakdown as a full-time creator, from my smallest stream to the largest.
My 2024 creator income breakdown
Membership: 1%
This was the last year I offered my Patreon, which was a monthly subscription with behind-the-scenes content and bonus resources. I officially closed it in April 2024.
While I loved the tight-knit community, maintaining the platform wasn’t sustainable for me long-term, and ultimately the time I gained back was worth more than the income I gave up. I created an exit plan and gave members a month to download their content.
Consulting: 2%
I occasionally get hired by brands or fellow creators for 1:1 sessions. These consulting calls are usually about content strategy, pitching, or organizing the business side of content creation.
It’s rewarding, but I’ve raised my rates and kept bookings pretty limited due to time constraints.
Digital products: 3%
This category includes the digital downloads I sell for content creators on my website and on my bridal Etsy shop. While this stream is still relatively small, I see a lot of growth potential here.
These products are fully passive once created, and I’d love to dedicate more energy into marketing them and expanding them this year.
Affiliates: 3%
Another income stream that brings in a small but important percentage of money to my business is affiliates.
In my opinion affiliates work best at scale for bigger creators, but don’t underestimate the power of people clicking on your links even as a microinfluencer.
At this point, I try to focus my affiliate strategy on linking items I actually love and use every day as well as joining affiliate programs for some of my favorite creator tools and softwares that tend to pay well.
Other: 7%
“Other” is a catchall category made up of paid research studies, product testing gigs, and random one-off opportunities that pop up throughout the year.
It’s not an income stream I plan for and therefore is not consistent—but it helps fill in the gaps when other income streams dip.
Education: 7%
This includes income from my digital course as well as any group workshops or sessions I hosted when approached by a partner.
Education is one of my favorite ways to connect with my audience more deeply. With my newly updated digital course, it’s something I want to lean into more in 2025.
Ads: 12%
Ad revenue has been a surprisingly solid part of my business. I earn through the YouTube Partner Program and from blog ads via Journey by Mediavine.
It’s a passive and consistent income stream that truly helps my business so much and is one I want to scale this year.
Writing: 27%
This was the biggest surprise of the year! I returned to freelance writing in 2024 and ended up loving it. I’ve always enjoyed editorial work, and as long as the projects align with my interests and pay fairly, I’m in.
This stream grew especially strong in Q2 and Q3, and I have continued contributing in 2025.
Brand deals: 35%
Unsurprisingly, brand deals remain my top income source. This is when brands hire me to create content promoting their products or services.
These deals are still the most lucrative, especially when I’m able to negotiate usage rights and repurposing fees. Q1 and Q4 were especially strong due to holiday campaigns.
Top-earning income streams by quarter
- Q1: Brand deals
- Q2: Writing
- Q3: Writing
- Q4: Brand deals
Reflecting on the year
Compared to past years, 2024 was one of the most balanced in terms of where my income came from.
I wasn’t relying solely on brand deals to stay afloat, which gave me more control and flexibility over my business.
Saying goodbye to Patreon didn’t impact my bottom line much, but freed up much needed time and mental space which allowed me to pursue other projects.
One thing I don’t count on? Platform incentives.
Whether it’s Instagram bonuses or short-lived payouts from viral TikToks, I’ve found them to be inconsistent at best and nonexistent at worst.
If they happen, great—but I never build them into my projections.
What I’d like to see in 2025
In 2025, I’m focusing on depth, not breadth.
I’ve realized that “more” isn’t always better when it comes to income streams.
Juggling too many projects can dilute your focus and your creative energy.
My ideal breakdown for the year ahead looks something like this:
- 40% brand deals
- 30% ad revenue (YouTube + blog)
- 15% education (courses + workshops)
- 15% digital products
That mix would give me a better balance between active income (like brand deals and teaching) and passive income (like ads and downloads).
The goal? More time to create, more freedom in my schedule, and a business that grows with me—not one that burns me out.
If you’re a fellow creator or just curious about what this career path looks like behind the scenes, I hope this breakdown gives you a clearer picture.
You don’t need to go viral to be successful.
You just need to be intentional, strategic, and open to evolving your income streams over time.
Let me know in the comments if you’d like a deeper dive into any specific category—or if you’re planning your own creator income strategy for the year ahead!
yours,
Austen
