For years, the question has been the same:

How do Creators really make money?

Ask ten different people and you’ll get ten different answers. Some will say brand deals. Others will point to ad revenue or merch. And plenty assume there’s some secret “influencer fund” paying the bills of top Creators.

At Stan, we see the same problem again and again. Creators, especially those with small audiences, are confused about how monetization works. That confusion keeps many people from ever earning their first dollar.

This guide is here to change that. Inside, you’ll find:

• The main ways Creators are earning money today
• Pro tips to help you pick the right monetization model for you
• The biggest myths that keep beginners stuck

Let’s dive in.

10 Ways Creators Are Making Money Today

Creators have more ways to earn than ever before. Some involve selling products or services to their audience, while others come from letting brands advertise through their content.

Here are ten of the most common Creator monetization models, along with how they work and their pros and cons.

1. Platform Ad Revenue

What it is

Income paid when platforms run ads on your content.

How it works

On YouTube, this happens through the Partner Program. Once you qualify, ads run on your videos and you get a share of the revenue. TikTok and Instagram have experimented with ad revenue-sharing, but YouTube remains the most reliable.

Where it’s strongest

YouTube, especially for Creators posting evergreen, searchable content.

Pros

• Scales with views and watch time
• Videos can keep earning long after publishing
• Strong potential once a channel grows

Cons

• Requires meeting eligibility thresholds
• Payouts vary by niche and season
• TikTok and Instagram programs are less predictable

Example

Nicole, a minimalism and personal finance Creator, shared that she earned about $59,000 CAD (≈$42,500 USD) from YouTube ads in 2024 with under 100,000 subscribers. 

Some months brought in around $2,600, while her best month hit nearly $8,000. Her income showed how ad revenue grows with consistent posting and occasional breakout videos.

What beginners should know

Ad revenue usually isn’t the first stream you’ll unlock, but it’s a solid foundation once you qualify. Even with a mid-sized audience, it can become a dependable source of income.

2. Brand Partnerships & User-Generated Content (UGC)

What it is

Brands pay Creators to feature their products or make content they can use in ads.

How it works

With partnerships, the brand pays for placement in your content—for example, a YouTube video where you highlight their product. With UGC, you produce the content, but it lives on the brand’s channels or in their paid ads.

Where it’s strongest

YouTube for long-form integrations, Instagram and TikTok for short-form content, and blogs or newsletters for niche audiences.

Pros

• High earning potential
• UGC is possible without a big audience
• Brands often return if your content performs

Cons

• Negotiating rates and contracts can be tricky
• Deliverables and exclusivity can limit flexibility
• Income can be inconsistent month to month

Example

Fitness Creator Jesse James West has partnered with popular brands such as Whoop and OpusClip on his YouTube channel.

In his videos, sponsorships are often integrated into workouts or challenges, making them feel like a natural part of his content.

What beginners should know

Start with brands you already use. Pitch content ideas that show how their product fits naturally into your channel, and use a tool like Passionfroot to stay organized.

3. Digital Downloads

What it is

Downloadable products Creators sell directly to their audience. These include e-books, templates, presets, planners, or PDF guides.

How it works

You create the file once and upload it to a platform like Stan, where your audience can buy and download it instantly. Since the product is digital, there’s no shipping or inventory, and it can sell as many times as people want to purchase.

Where it’s strongest

Tutorial, education, and creative niches on platforms like YouTube, Instagram, and TikTok.

Pros

• Easy to start with simple tools
• High margins since there are no physical costs
• Scalable because one product can sell indefinitely

Cons

• Needs consistent promotion to drive sales
• Quality matters; rushed products won’t convert
• Lower price points mean income can start small

Example

Social media Creator Stefano uses digital downloads to monetize his expertise. On his Stan store, he sells a pack of 50 Ad Templates that help people run better campaigns.

The simple product lets him turn his expertise into something useful his audience can apply immediately.

What beginners should know

You don’t need to overthink it. Start with one useful file, like a template, planner, or guide, and make it available for download. We’ve broken down the full process in our guide to selling digital products.

4. Affiliate Deals

What it is

Earning a commission when someone buys a product or service through your unique link or discount code.

How it works

You sign up for an affiliate program, get a trackable link, and share it in your content. When a viewer clicks and makes a purchase, you receive a percentage of the sale.

Where it’s strongest

YouTube tutorials and reviews, Instagram and TikTok product recommendations, and blogs with search traffic.

Pros

• Easy to start since most programs are free to join
• Works naturally with content you’re already making
• Can generate passive income from evergreen videos or posts

Cons

• Payouts are usually small unless you drive a lot of sales
• Earnings depend on the trust you build with your audience
• Links can go stale if products sell out or programs change

Example

The YouTube channel Learn Online Video adds affiliate links for cameras, microphones, and software in its tutorials. 

When viewers buy through those links, the commissions provide steady extra income long after the videos are published.

What beginners should know

Start with products you already use and genuinely recommend. Authenticity is what makes affiliate links convert, not the number of links you drop.

5. Merchandise

What it is

Sell physical products tied to your brand or community, from print-on-demand apparel and mugs to books or custom gear.

How it works

Merch is often handled through platforms like Teespring, Spreadshop, or Shopify. Many services are print-on-demand, which means items are produced and shipped only after someone places an order. That way you don’t need to manage inventory or shipping yourself.

Where it’s strongest

YouTube channels with loyal subscribers, Instagram Creators with a distinct aesthetic, and TikTok Creators who develop strong community memes or catchphrases.

Pros

• Builds deeper connection with fans
• Print-on-demand lowers the risk of upfront costs
• Can expand into premium products or collaborations as you grow

Cons

• Margins can be thin, especially with print-on-demand
• Requires consistent promotion to keep sales moving
• Works best once you have a recognizable brand or engaged community

Example

The YouTube group Dude Perfect has turned merch into a major part of their business, selling apparel, hats, and sports gear. 

Their success with merchandise shows that fans love to buy products that make them feel part of a Creator’s community.

What beginners should know

Start simple with one or two designs, ideally tied to a phrase, joke, or theme your audience already connects with. You don’t need a full catalog to test merch successfully.

6. Webinars

What it is

Live online sessions where Creators teach, share expertise, or walk through a specific topic. Webinars can be free to attract leads or paid events that generate direct income.

How it works

Creators host live sessions on platforms like Zoom or Crowdcast, and charge for access through tools that handle registration and payment. Platforms like Stan make this simple by letting Creators set up webinar sign-ups and receive payments in one place.

Where it’s strongest

Coaching, education, business, and creative niches where audiences want structured lessons or insider knowledge.

Pros

• High perceived value, even with a small audience
• Can combine multiple income streams (tickets, sales, sponsors)
• Builds strong trust and authority with attendees

Cons

• Requires planning and live delivery, which can be stressful
• Attendance rates can be lower than sign-ups
• One-off unless you build a repeatable series

Example

Marketing educator Amy Porterfield is known for running webinars that attract hundreds of attendees. Some are free trainings, while others lead into her paid programs.

What beginners should know

You don’t need a huge turnout. Even 10–20 attendees can make a webinar worthwhile if you charge modestly or use it to introduce your other offers.

7. Community Memberships

What it is

Recurring income from fans who pay for access to exclusive content, perks, or a private community.

How it works

Memberships let your audience gather and support you monthly. Platforms like Patreon and YouTube offer this in a basic way, while Discord is popular for community-driven niches. With Stan, you can host your content, community, and payments in one place without extra tools.

Where it’s strongest

In niches where community and extra access matter, like education, coaching, lifestyle, or business.

Pros

• Provides steady recurring revenue
• Builds deeper engagement with your most loyal fans
• Flexible structure depending on your niche and audience

Cons

• Requires ongoing effort to deliver value
• Growth is slower compared to one-off product sales
• Can create pressure to constantly add “extras”

Example

Creator Nileyna Garcia runs her She Monetizes membership directly through Stan. 

For a monthly fee, members get access to her business framework and community, making it a steady income source that grows alongside her audience.

What beginners should know

You don’t need hundreds of members to see results. Even 20 people paying $10 a month is $200 in recurring income, and it grows as your community builds.

8. Tips & Gifts

What it is

Direct support from your audience in the form of small payments, gifts, or tips.

How it works

Platforms have built-in features for this: TikTok LIVE gifts, YouTube Super Chat and Super Stickers, Instagram Live Badges, or external tools like Buy Me a Coffee and Ko-fi. Fans contribute during live streams or as a way of showing appreciation for your content.

Where it’s strongest

TikTok and YouTube for live interactions, Instagram for Creators who go live often, and external platforms for Creators with loyal audiences who want to support them directly.

Pros

• Easy to set up and start receiving
• Works even with a small but engaged audience
• Creates a sense of connection between Creator and fan

Cons

• Unpredictable, income can vary from month to month
• Works best if you’re comfortable going live or engaging in real time
• Rarely enough to be a main income stream

Example

On YouTube, Creators earn during live streams through Super Chat, Super Stickers, and memberships fans can buy mid-stream.

These contributions often add up quickly, with some Creators making hundreds of dollars in a single session.

What beginners should know

Even small contributions add up. Tips and gifts are one of the fastest ways to earn while you’re still growing.

9. Courses

What it is

Structured learning experiences Creators sell to their audience, usually in video format.

How it works

You record a set of lessons on a topic you know well, arrange them into a step-by-step program, and sell access through platforms like Stan. Once the course is uploaded, students can buy it anytime, which means the same material can earn repeatedly without extra work.

Where it’s strongest

YouTube, Instagram, and LinkedIn Creators in niches like business, design, marketing, fitness, or creative skills.

Pros

• High earning potential per sale
• Establishes authority in your niche
• Scalable once recorded since one course can sell many times

Cons

• Takes time and effort to create
• Needs consistent marketing to keep sales coming
• Higher-priced products require audience trust before people buy

Example

Popular LinkedIn Creator Justin Welsh sells courses like The LinkedIn OS and The Creator MBA directly through his Stan Store.

These programs teach solopreneurs how to grow their audience and build online businesses, and they sit alongside other products and services in his Creator business.

What beginners should know

Your first course doesn’t need to be huge. A short, focused course solving one specific problem is often the best way to start.

10. Coaching Calls

What it is

Private, one-on-one sessions where you guide someone through their specific challenges or goals.

How it works

You set up availability on a platform like Stan, where people can book and pay in advance. At the scheduled time, you meet on Zoom or another video platform to deliver your session.

Where it’s strongest

Professional and knowledge-based niches like business, marketing, wellness, or creative skills, where people value tailored advice.

Pros

• High earning potential per client
• Builds trust and strong personal relationships
• Works even with a small audience

Cons

• Requires live delivery, so it takes time and energy
• Harder to scale without raising prices
• Demands confidence in leading conversations and giving value

Example

Patrick McMullen, a social media Creator, offers one-on-one coaching calls directly through his Stan store. 

His clients can book private sessions, paying for tailored guidance on how to grow on social media.

What beginners should know

Coaching calls are one of the fastest ways to monetize your skills. If you want a step-by-step breakdown of how to start, check out our guide to selling coaching calls.

How to Pick the Monetization Model That Fits You

Seeing ten different ways to make money can feel overwhelming. Should you start with a digital product, ads, or memberships? Many beginners freeze at this point.

The best model isn’t the one that looks most profitable on paper. It’s the one that fits you—your style, skills, and the kind of relationship you want with your audience.

Most Creators fall into three broad types: Educators, Entertainers, and Community Builders. Each type naturally connects with certain income streams, which makes choosing a starting point much easier.

Let’s break them down.

1. Educators

Who they are

Educators are Creators who teach, explain, or share practical skills. Think fitness coaches on Instagram, productivity YouTubers, or finance Creators breaking down money tips. Their audience comes to learn and trusts them as a guide.

Best fits

• Digital downloads
• Coaching calls
• Courses
• Webinars
• Brand partnerships with tools or apps

Why it works

Education naturally translates into products and services. People pay for shortcuts, step-by-step guides, and direct access to expertise. 

For example, Vanessa Lau started on YouTube teaching social media strategies. As her audience grew, she introduced digital resources and courses that quickly became her core business.

2. Entertainers

Who they are

Entertainers are Creators who capture attention and keep people watching. Think comedians on TikTok, lifestyle vloggers, reaction channels, or fashion Creators. Their audience comes for fun, personality, or cultural connection.

Best fits

• Ad revenue
• Brand partnerships
• UGC
• Tips and gifts
• Merchandise

Why it works

Entertainers thrive on reach and engagement. The bigger and more active the audience, the more valuable the content becomes to advertisers, brands, and fans who want to support. 

A Creator like Emma Chamberlain turned relatable lifestyle videos into a thriving business with ad revenue, brand deals, merch, and even her own coffee brand.

3. Community Builders

Who they are

Community builders are Creators who focus on connection and belonging. Think podcasters with loyal listeners, streamers who spend hours engaging live, or wellness Creators who host safe spaces for their followers. Their audience values interaction as much as the content itself.

Best fits

• Memberships
• Group coaching
• Webinars

Why it works

For these communities, the content is only part of the appeal. What really matters is access. People are willing to pay for a closer relationship, whether that’s a private Discord, monthly Q&A sessions, or group coaching.

Gaming Creators, for example, often grow thriving communities on Discord or Patreon where fans pay for exclusive content and the chance to interact more directly.

How Creator Income Grows Over Time

When you see Creators like Jenny Reimold and Sarah Perl earning seven figures, it’s natural to think they’ve cracked some hidden code.

But there isn’t a secret. There’s a process. And like any process, it happens in stages—each with its own challenges and opportunities.

Here’s what those stages look like.

Early Earnings ($0–$1,000/month)

Most Creators start with small paydays: a $15 preset pack, a one-time tip, or a short freelance gig. It may not feel like much, but it’s the first signal that people see your work as worth paying for.

For example, Latasha James, now a business coach and well-known YouTuber, started much smaller.

While still in college, she used her YouTube videos to showcase her skills and booked her first social media management clients. Those early contracts gave her the confidence and credibility to keep going.

If you’re in this stage, the fastest way forward is to create something simple people can buy without hesitation.

Many Creators start with low-ticket digital products, sometimes called low-ticket products. These are small, affordable resources like a checklist, template, or quick-start guide that people can buy without thinking twice. 

To learn how to set one up, check out our guide to low-ticket products.

Another simple entry point is paid coaching calls. You don’t need a big audience, just a skill people find useful. Even one 30-minute session can be the fastest way to earn your first dollars online. 

See our guide to selling coaching calls for a step-by-step walkthrough.

Growth Earnings ($1,000–$5,000/month)

As your content starts reaching more people, income begins to feel steadier. This is often the stage where Creators land their first partnerships, launch bigger offers, or create products that sell consistently.

For example, Kat Norton, better known as Miss Excel, began posting Excel tutorials on TikTok in 2020.

Even with a modest following, she packaged her knowledge into an online course. That one product quickly generated thousands of dollars in monthly sales because she focused on what her audience already wanted instead of waiting to “get big.”

If you’re here, the next step is to create something that can be sold multiple times, like a course, toolkit, or digital product. This way, your income increases alongside your audience, rather than having to start from zero each month.

Established Earnings ($5,000–$10,000+/month)

By this point, Creator income starts to look like a business.

Instead of relying on one-off wins, money comes from several streams working together—products, partnerships, memberships, and platform payouts. The focus shifts from earning money to maintaining it steadily while making it scalable.

For example, Ali Abdaal, now one of the most recognized Creator-educators on YouTube, started small with tutoring while studying medicine.

Over time, he expanded into courses, built steady ad revenue, and launched premium memberships. Each layer added more stability and scale, turning his Creator journey into a full-fledged business.

If you reach this stage, your priority is not only growing revenue but also stabilizing it. That means diversifying so no single dip in income threatens your overall business.

Why Digital Products Work So Well for New Creators

Out of all the ways Creators can make money, one model consistently stands out as the best place to start: digital products.

Here are five reasons they work so well when you’re new:

1. You don’t need a big audience

Most income streams, like ad revenue or brand partnerships, require scale before they pay off. Digital products are different. Even a small group of engaged followers is enough to generate sales.

If ten people buy a $15 guide, you’ve already made $150. It may not be life-changing money, but it’s proof that people are willing to pay for what you’ve created. That proof is the first big step in building confidence as a Creator.

2. They’re not tied to your hours

Most ways of earning online demand ongoing effort. If you stop posting, streaming, or showing up, the money stops too.

Digital products are different. You create once, and the work keeps paying off long after. A template, guide, or preset you made months ago can continue to sell in the background while you focus on new content or growing your audience.

That lasting effect is what makes them powerful. They free you from trading time for every dollar earned.

3. They’re simple to create

You don’t need a big team or expensive tools to make your first digital product.

A Canva template, a Notion dashboard, a set of photo presets, or a short PDF guide are all products Creators have launched successfully. With AI tools, it’s even easier to draft, design, and polish what you make.

If you already have knowledge, a system you use, or a resource you rely on, you can package it into something people will pay for.

4. They work in every niche

Digital products aren’t limited to one type of Creator. They can be shaped to fit almost any area of content.

Here are a few examples:

• Fitness Creators sell meal plans and workout programs.
• Designers offer templates.
• Photographers package editing presets.
• Educators create mini-courses or study guides.

Whatever your niche, there’s almost always a digital product format that fits. If you need inspiration, check out this post with over 125 digital product ideas across different niches.

5. They scale as your audience grows

Digital products are one of the few income streams that grow naturally alongside your audience. What feels small in the beginning can turn into something substantial over time.

A $10 template that sells only a handful of copies at first can become a steady income source once your reach expands. The product itself doesn’t have to change. What changes is the number of people who see it.

This makes digital products unique. They deliver value whether you have 500 followers or 50,000, which means you can start small today and know the same product will continue to work as you grow.

The Beliefs That Keep Creators From Earning Their First Dollar

The biggest thing holding most Creators back isn’t the algorithm. It isn’t their follower count either. It’s the story they tell themselves about why they can’t make money yet.

Let’s break down the seven most common ones and why they’re not true.

1. “I’m not ready yet”

This is one of the most common excuses, and it feels convincing because it sounds responsible. You tell yourself you need more followers, better equipment, or a polished brand before you can charge money.

But the truth is, nobody ever feels truly prepared. Most successful Creators launched before they had perfect setups or flawless branding. They improved on the way.

If you keep waiting for the right moment, you’ll stay stuck at zero. Progress doesn’t come from being ready. You just have to start.

2. “No one will buy from me”

It’s easy to believe your audience only wants free content. That belief can hold you back, making you afraid to charge for anything.

But every audience has people who want more. They want a shortcut, a resource, or a deeper way to learn from you. Even if your community is small, there are likely a few people ready to pay for extra value.

You don’t need hundreds of buyers to begin. You only need a handful to prove that your ideas have demand. That first handful is where confidence starts.

3. “I don’t want to be salesy”

Selling has a bad reputation. It makes people think of pushy pitches and manipulative tactics. No wonder so many Creators shy away from it.

But in reality, selling is just offering something useful to people who already trust you. Think about the last time a Creator you followed launched a product you actually needed. It probably felt like a relief, not a “scam.”

When your offer truly helps, selling becomes natural. It shifts to serving your audience more effectively.

4. “I need a huge audience first”

This belief keeps a lot of Creators spinning their wheels. You see big YouTubers earning ad revenue or influencers landing brand deals, and you assume size is the key.

But size isn’t the whole story. Many Creators make their first $100 or $500 with fewer than 1,000 followers. 

The difference is engagement.

Ten people who trust you enough to buy a $20 resource are worth more than ten thousand who scroll past without a thought. A small, loyal audience is not a limitation.

5. “My product has to be perfect”

Perfectionism is one of the biggest income killers. You imagine the perfect course, the flawless template, the polished e-book—and because you can’t create that yet, you never release anything.

The reality is, your first product isn’t meant to be perfect. It’s meant to test the waters. A $10 resource that solves one clear problem is infinitely more valuable than an unfinished “perfect” product collecting dust in your drafts.

You can always polish and improve later. But you can’t improve something that hasn’t been launched.

6. “I should wait for a brand deal”

This belief makes beginners hand their financial future over to someone else. You imagine a brand swooping in, offering a check, and finally validating your work.

The problem is, brand deals often come much later—after you’ve built credibility and shown you can influence an audience. If you wait for that moment, you could be waiting for months or even years.

Instead, focus on what you can control. A simple digital product or service gives you the power to earn on your own terms, without needing a company’s permission.

7. “What if I fail?”

This is the fear behind all the other beliefs. Putting a price on your work feels scary because you might be ignored, and rejection stings.

But failure isn’t final. It’s feedback. If no one buys, you’ve learned something valuable about what your audience does and doesn’t want. That knowledge makes your next attempt stronger.

Every Creator you admire has launched things that didn’t succeed. The difference is, they kept going. The only real failure is never trying.

Your First Dollar Is Closer Than You Think

You’ve made it through this guide, which means you now know what most beginners spend months guessing at: how Creators make money. That already puts you ahead.

But knowledge alone won’t get you paid. This is where many Creators stall. They plan, they tweak, they wait for the perfect conditions, and nothing changes.

The only way forward is to act. Pick one idea, package it simply, and share it with your audience. That’s how every Creator moves from theory to proof.