Influencer dream job: Likes, views and the great fortune?: How young people in Germany perceive the Creator Economy

The popularity of the creator economy is also due to the dazzling world that creators, including influencers, present on social media. According to their content, they have adventurous daily lives, test great products and overall lead enviable lives. However, the Creator Economy also has clear downsides, for example regarding working conditions and the sustainability of success. It is questionable to what extent young people preparing for their lives after school and thinking about possible careers are aware of these disadvantages of the Creator Economy – and to what extent they are blinded by the shiny social media world. Against this background, this report shows how young people with an average age of 16 in Germany perceive the Creator Economy. For this purpose, 503 students from all over Germany who participated in the JUNIOR student company programme in the school year 2022/2023 were surveyed. The results of the non-representative survey show that the young people surveyed have a differentiated view of the Creator Economy. They see advantages such as creativity and flexibility as well as risks such as the difficulty of success and the amount of work involved in the job. Nevertheless, for many of the respondents, influencers lead an enviable life. More than one fifth of the respondents would like to be an influencer themselves. In line with the contradictory perception of the Creator Economy, it is important to educate young people about the possibilities of creator activities and to show them ways in which they can be successful in the field. A realistic assessment of the chances of success is crucial because the market is as dynamic as it is competitive. This report also aims to motivate more scientific and political engagement with the Creator Economy. After all, the Creator Economy is a valid alternative approach to income generation and contributes to economic development.