I've been covering the creator economy - here's what journalists need to know

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In an age of widespread media distrust, independent journalism is more important than ever. But, for most of modern media history, journalists have been separated from the business model that funded their work. Advertising, subscriptions, and broadcast rights revenue all flowed through large-scale institutions, not individuals.

In 2026, that division no longer holds.

As traditional media economics fragment, a growing number of journalists are discovering that the skills they've spent years refining are actually coveted commercial assets. The rise of the creator economy has huge untapped potential for journalists to grow into their own independent media businesses and finally take ownership.

As a reporter who has spent the past year immersed in, and reporting on, the creator economy, I believe the question is no longer whether journalists should monetise their work, but how. There is no reason why journalists cannot build a social media side hustle, or in some cases, a full-time career as a content creator.

The concept can seem daunting if you've never ventured into social media. It's overwhelming, but as a journalist, you're already five steps ahead of most new creators. You understand storytelling, verification, research, deadlines and audience needs. You are not starting from scratch.

Here's a basic guide to starting your content creation journey in 2026.

Pick a niche 

The term "niche" is a buzzword every year in the creator economy, and it's the first thing you'll need to figure out in order to monetise your content. 

To begin, write off breaking news and general topics. From a traditional newsroom perspective, these topics are highly competitive and often dominated by large publishers with greater resources. You are unlikely to outpace a national newsroom on speed or scale. 

Instead, go deeper. Identify a specific angle, community or recurring question within that broader topic. Your advantage is not volume, but perspective. Think about how you can interpret developments in a way that reflects your expertise and personal interests. Angles are everything when it comes to battling the algorithm.

Your niche should feel energising rather than obligatory. If it feels like a chore, it will show to your audience.

The further in the niche you go, the more likely you are to stand out. A clearly defined niche attracts a clearly defined audience, and clearly defined audiences are far easier to monetise.

The major and minor platform rule

One of the most useful pieces of advice I learnt at CreatorFest last year was from creator Jade Beason. She stressed the importance of having one major platform and one minor platform. What that essentially means is to focus the majority of your efforts on a main platform. This is where your content will be at its highest quality and where brands could find you for sponsorship.