The creator economy

✨ 10 inspiring creators of the loneliness economy

The creator economy became a legitimate career path in the 2010s when individuals started earning full-time incomes by posting and monetizing content on platforms like YouTube (2007), Twitch (2011), Instagram (2011), Patreon (2013), Substack (2017), and TikTok (2019).

Creators have since built niche communities around every imaginable topic—beauty, gaming, music, art, fashion, lifestyle, family, and personal/professional development—sharing their passions directly with their audiences.

The bright side: Individuals can now turn their passions into largely autonomous, successful careers, directly connecting and building relationships with their digital communities.

The dark side: Creators face intense competition and minimal industry regulation. Brands and partners often target niche audiences, marketing their products through everyday, relatable “creators,” making it harder for the average person to know who or what is trustworthy (especially when paid sponsorships are involved).

With the rise of the creator economy came the rise of the “influencer,” a term often tinged with negativity. While a creator can be an influencer, an influencer isn’t necessarily a creator. Influencers focus on shaping consumer behavior through brand collaborations, while creators focus on producing original content—whether for entertainment, education, or inspiration—monetizing through ads, fan support, and creative projects. In short, creators exist to create, and influencers to influence, regardless of the platform.

I've always identified with being “creative” and with the term “producer,” as I love bringing people, conversations, and creative projects together. While “creator” never quite resonated, joining Substack has helped me find my lane as a creator through the written word.

I’m inspired by like-minded people who nurture my curiosity. I gravitate toward content about relationships, dating, mental health, cyber safety, community, technology, and the economy. It’s important to me to consume content that’s both global and local (glocal) and I’ve found a nice mix of storytellers who fit the bill. I’m sharing 10 ✨inspiring✨ voices from the loneliness economy 🌻 and I plan to keep expanding this list.

Here is a running list of creators I follow on various platforms:

Community & Connection

1. Community Inc.
   (Substack)
   I work in tech for a B2B SaaS community management and engagement platform. In my early days of understanding community as a business function, I fell in love with Gareth Wilson’s deep dives exploring community-led growth. His content is thorough and personable and takes you through the community-building journey of some pretty impressive companies. My favorites are his articles covering Notion, Figma, and Substack.

2. community musings
   (Substack)
   I’ve recently started reading Martha Essien’s newsletter where she shares her thoughts and experiences as a community manager. She posts helpful resources, highlights other community builders, and gives readers a look at her journey in the community sector. Nice reads all around.

3. School of Thought
   (Substack)
   I’m happy to have stumbled upon Jane R. Shore’s insightful newsletter about different ways of learning. She is an educator by profession and incorporates both visuals and new initiatives into her written content. I’ve participated in the School of Thought’s People Based Learning campaign and conversation session. The purpose is to encourage individuals to connect and learn directly from the experiences of others.

4. Empty Jars by Martina Abrahams Ilunga
   (Substack)
   I’ve also started reading Martina Abrahams Ilunga’s beautifully written Empty Jars and it has been such a delight. So many of her influences are also mine and I have a similar passion for family history, cultural heritage, and community building through creative projects. She’s in the process of relaunching her 2019 endeavor, You Had Me at Black. Excited to see how it evolves.

Relationships & Dating

1. Steph Anya (YouTube)
   I found Steph Anya through her unbiased reviews of Love is Blind, which is hard to accomplish. She is a licensed marriage and family therapist and she breaks down the relationships of each couple from a therapist’s point of view to help people identify patterns and behaviors and improve their interpersonal relationships. 10/10. She posts lots of other videos including book reviews and general advice.

2. She Dares To Say
   (Substack)
   The Substack algorithm brought me to Almaz Ohene’s letter exploring topics of non-judgemental sexuality, crushes, and past hookups. It’s a refreshingly sex-positive space with content separated by seasons and different verticles. I enjoy the format and fun writing style.

3. Sarah Akinterinwa (Instagram)
   I met Sarah in my early Parisian days right before I went back to school for my Master’s and when she was teaching English. She started her passion project (@oyinandkojo) in 2020, which kickstarted her career as a cartoonist for The New Yorker and The Guardian. Her personal Instagram features illustrations about “personhood” including relationships, friendships, dating, and everyday life. Love her content, always relatable.

4. meetcutesnyc (Instagram)
   New York City holds a special place in my heart. I was born there and spent much of my childhood summers in and around the city. New Yorkers are a vibe and this man-on-the-street series captures hilarious and endearing recounts of how couples met their significant others. I smile every time I come across their videos. The NYT did a great write-up of the trio (Jeremy Bernstein, Victor Lee, and Aaron Feinberg). Read it here. Waiting for the Paris version!

Mental Health & Personal Development

1. Heidi Pribe (YouTube)
   Heidi Pribe is well-credentialed, with a BAH in Psychology and an MSc in Attachment Theory & Research. Her content elaborates on theories in mental health and helps people identify and contextualize their attachment styles and other patterns that may be limiting their ability to connect with themselves or others. She creates clear and helpful video explainers for those looking to unpack some trauma, or at least get started.

2. WE THE URBAN (Instagram)
   Willie Greene founded WE THE URBAN at age 14 in 2009. The Instagram page (originally a Tumblr blog) shares “daily introspective and inspirational messages, often stemming from his own real-time, real-life experiences.” If you need words of encouragement or affirmations, WE THE URBAN is a great source of content. As Willie puts it, they are “beautiful reminders for the soul.” His new book Not Sure Who Needs to Hear This, But… is coming out in October. Would look great on any coffee table!

Are there any inspiring creators I’ve missed?

Comment below or reply to this email to share your thoughts and recommendations 👇🏾