Living the life of a creator isn’t easy. Many operate independently, juggling a myriad of tools to stay afloat in an increasingly competitive and constantly changing field. Button, the commerce optimization platform used by leading creators and creator platforms, knows firsthand how overwhelming this can be.

Creators today have access to more tools than ever—social media platforms, video editing software, analytics, “link in bio” services, deep linking, and more. While these options offer freedom, they also create significant challenges. A recent Button study found that a majority of creators cited “tool fatigue” as a major concern. With so many tools in their workflow—spanning social, analytics, messaging, and more—it's easy to see how creators can feel buried under the complexity. 

On top of all this, brands and retailers are building direct relationships with creators, following Amazon’s lead. Creators now find themselves navigating multiple platforms, new technologies, and brand demands, all while building and engaging their audiences. Many are doing this entirely on their own, without the support of large teams or agencies.

Tool Overload and Fragmentation

Every tool has its own login, UI, and workflow. If you've ever been frustrated by a difficult interface or a complicated sign-in process, imagine how creators feel when their livelihood depends on managing a growing number of systems daily. These fragmented experiences make it harder for creators to stay organized and optimize their content.

In a market projected to reach $480 billion by 2027, the growing number of point solutions for creators is staggering. From messaging tools to deal brokering, link monetization, and tracking performance, creators are overwhelmed. To make things worse, they must also focus on relationship-building with brands, negotiate deals, and continually seek new opportunities to keep their income streams sustainable.

What does the future hold?

Point solutions will consolidate, and simplicity will be the ingredient in the success of the dominant creator platforms of the future. Our belief is that social platforms will continue to offer tools and services to Creators, lokr Google announced recently at Made on Youtube 2024.  

That said, no single social platform will become a standalone winner - Creators will flock to their audiences and their audiences will consume content across a multitude of  platforms. As a result, companies that help creators “simplify across these platforms” will do well. LTK, ShopMy, and Mavely are all well positioned, and Link in Bio players are emerging with more tools to help Creators monetize and simplify their workflows.

Creators will look to the platforms that provide the most intuitive and easiest to use solutions. Mobile will be a key factor in these tools as Button currently sees 69% of Creators utilizing Button’s  commerce optimization and deep linking services on mobile devices.  

As creator companies consolidate and simplify, we also expect to see a spate of acquisitions. It’s already starting with the Publicis acquisition of Influential. With the numbers booming and US creator startups raising $692.7 million in Q2, up 68% from last year, combined with “all media becoming performance media”, and interest rates being reduced, we think the time's right for the Creator Economy and the startups building its infrastructure.