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29 Jan 2024

Creators Now Turn Social Media Into Direct Marketing

The creator economy is seeing a shift as content creators [increasingly bypass social media](https://digiday.com/marketing/social-platforms-become-marketing-engines-as-creators-look-for-direct-deals-to-earn-money/) platforms' unpredictable algorithms and low creator fund payouts. Creators are using it primarily for marketing, opting to engage directly with brands for sponsorships and collaborations. For instance, [Jess Zafarris](https://www.tiktok.com/@jesszafarris) and [Annie Silkaitis](https://www.tiktok.com/@anniesilkaitis?lang=fr) have seen diminishing returns from TikTok's creator fund and now seek brand deals through direct communication. Platforms like Pinterest and TikTok have made changes to their creator funds, leading many creators to diversify their income streams with tools like Patreon, Like To Know It links, and direct brand partnerships.