Our newsletterVendor reportCreatorIQ, 2025
Platform algorithm changes were creators’ biggest growth barrier
Organic reach & algorithm
Share of creators naming each top barrier to growing their creator business
Share of creators naming each top barrier to growing their creator business| Barrier | Share of respondents (%) |
|---|---|
| Platform algorithm changes or volatility | 18% |
| Lack of consistent brand deals | 17% |
| Low pay or undervaluation of creator content | 16% |
| Limited access to tools or analytics | 13% |
| Poor communication or unclear expectations from brands | 13% |
| Burnout or creative fatigue | 11% |
| Other | 1% |
| No significant barriers / I am growing without issues | 12% |
- Reader Note:
- This chart asks creators, “What is your biggest barrier to growing your creator business?” Platform algorithm changes or volatility ranked first at 18%, followed by lack of consistent brand deals at 17% and low pay or undervaluation of creator content at 16%. The report also states that 88% of creators experience barriers to their success. The exact base for this chart is not stated.
- Evidence:
- Self-reported behaviour
- Vendor interest:
- High — This comes from a company with a commercial interest in this market, so it is not a neutral source.
- Sample:
- Survey of 1,723 respondents: 747 brands, 676 agencies, and 300 creators across 17+ industries and 9+ regions, conducted by Sapio Research in July 2025, with additional CreatorIQ research in August 2025.
Reader Note:
Evidence:
Vendor interest:
Sample:Good for
A rough sense of size and direction, and deciding what to look at first.
Not for
- Exact numbers, or saying that one thing caused another.
- This comes from a company with a commercial interest in this market, so it is not a neutral source.
- The source says how much it looked at, but not how any of it was chosen.
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