Business
So you want to be a social media star? What to know about the creator economy in 2024
Half a trillion dollars. That’s how large the creator economy, currently pegged at $250 billion, is predicted to grow in the next four years, according to Goldman Sachs.
While people have been making a living off of creating content for online audiences for nearly two decades, what was once a nascent industry is growing up. Brands are getting more strategic about influencer marketing, a thriving ecosystem has emerged to serve creators and their needs, and social platforms are increasingly nudging consumers to spend while they scroll.
What does this mean for influencers and their audiences? The Times asked those who have been in the creator economy for decades to opine on what the new year will bring. We’re still in the early innings, they said, but in 2024, the industry will continue to mature in significant ways.
It will get tougher to build a ‘real’ business.
Most creators start off as one-man bands. They brainstorm, film, edit and post content on their own. Day by day, they grow their followings, and eventually begin to make money. But then what?
“There are two options: You either bring in a manager or agent externally, or you hire a COO or business partner internally,” said Jon Youshaei, a creator and founder of Youshaei Studios. “And more and more, I’m seeing creators bring in a right-hand person internally.”
A lot of this has to do with competition. Although the barrier to entry has never been lower, building a “real business” in the creator economy is getting harder, Youshaei said.
Blake Michael, chief strategy officer of Fourteen Media Group, a consulting firm for creator economy startups, said this necessitates bringing in outsiders to help with growth strategies.
“Niche verticals are so quickly becoming saturated, and that means you’ve got to put more effort into your content to stand out,” Michael said.
Companies will be more selective about who they work with …
In the early days of influencer marketing, creators quickly attracted money and attention from companies clamoring to get in on social media. This year, businesses won’t be as willing to throw money at any influencer that comes their way.
“I just think they’re getting a lot smarter,” said Joe Gagliese, co-founder of Viral Nation, one of the world’s first influencer marketing agencies. “They want to understand: Does this person really align with my brand? What are their views and perspectives on things that might not align with my brand?”
As brands become more disciplined in their efforts in 2024, they will increasingly want to see results they can measure, Gagliese said.
Two influencers who may look the same on paper might produce completely different results. Companies are learning to look at metrics such as community engagement over number of followers, and they’re scrutinizing the type of relationships creators have with their audience.
“There’s creators who people look to and trust for their opinion, and then there’s creators who folks like to be entertained by,” Gagliese said, “and those two types of engagement are very different as it relates to being able to help a brand.”
… But this could mean more opportunities for ‘micro influencers.’
Counterintuitively, the push to formalize channels of influencer marketing will mean more opportunities for creators with smaller followings.
Traditionally, several “inefficiencies” have slowed down the process when companies want to work with influencers, said Zach Ferraro, head of strategic partnerships at Fourthwall, a platform that helps creators sell products and launch memberships.
First, brands had to look for the right creator — and often they didn’t know exactly what they were looking for or what to expect realistically in terms of outcomes, Ferraro said. They had to go back and forth with a manager on rates, which can vary widely, and provide deliverables, such as a certain number of Instagram posts or videos.
To make it worth the friction and costs involved, brands would look only to ink larger deals.
But as companies have become more experienced, platforms that connect creators with brands have proliferated and the process has become more transparent. For example, the company F*** You Pay Me, allows creators to anonymously review brands they’ve worked with and share how much they got paid.
“Smaller, mid-tier micro influencers are going to get more opportunities as friction goes down,” Ferraro said.
Gagliese of Viral Nation agrees.
“I think that creators who have really developed core audiences and communities and have the ability to convert and create those business outcomes will likely get paid more,” he said. These are the influencers who might not have millions of followers but boast smaller, devoted audiences.
Another possibility is for brands to hire smaller creators for in-house content, Ferraro said. “Middle-class” creators who might not be doing as well financially as they want to be could find opportunities offering their expertise to brands looking to build their audiences.
Consumers will pay you for your content too.
With the advent of in-app “tipping” features on social platforms, creators have another way to make money: Their fans can pay them directly without going through a third-party platform, such as Patreon or Buy Me A Coffee.
On TikTok, users can purchase coins to spend on virtual gifts for livestreamers on the platform that can then be converted into earnings. The most popular form of spending is a $19.99 bundle of coins that makes up a quarter of the app’s in-app purchase revenue (TikTok takes 50% of the payout).
Lexi Sydow, head of insights at data.ai, said this is a compelling trend because they represent one-off micro-transactions given in the moment for specific creators that consumers enjoy.
“There’s not necessarily a subscription tied to it,” Sydow said. “You’re saying, ‘Kudos. I like this. I want more of it.’ And I think that that’s powerful for this space because I really do believe we’re in the early days of the growth rates.”
In 2023, TikTok became the first non-game app to generate $10 billion in consumer spending, according to data.ai. This bodes well for social media spending overall, which is only projected to grow.
Other platforms such as Instagram and YouTube have also jumped on the bandwagon to introduce tipping features.
Authenticity will rule…
Eric Wei, co-founder of Karat, a startup that helps creators with their finances and credit, describes the current era of social media content as “sensationalist” — and predicts a trend toward authenticity in 2024.
Just take a look at the top subscribed YouTube channel by an individual, MrBeast, whose recent videos include “I Rescued 100 Abandoned Dogs!” and “$1 vs $100,000,000 Car!”
Although MrBeast will continue to be popular, Wei predicts a movement of creators toward more unedited content. They include fitness YouTuber Sam Sulek, who has 2.75 million subscribers.
“Everyone’s focusing on Sam, why? The guy doesn’t edit,” Wei said. “It’s just him working out at the gym for over an hour.”
Youshaei, who also has a YouTube channel, said he sees the rise of this kind of content counteracting the “hyper-edited” videos that have taken over YouTube in recent years.
… But the rise of fake influencers is coming.
Lil Miquela, self-described as a “19-year-old Robot living in LA,” is one of the first virtual influencers. She charges up to hundreds of thousands of dollars for a deal and has worked with brands such as Burberry, Prada and Givenchy, the Financial Times reported recently.
She posts photos of herself vacationing in Europe, dyeing her hair at the salon and eating at taquerias. Does it matter that she’s not real? She has 2.6 million followers.
Human influencers may soon have to worry about competition from such AI-generated avatars.
Digital avatars that amass followers is not a new idea. Consider Japanese Vocaloid Hatsune Miku and K/DA, a virtual K-pop girl group featuring League of Legends characters.
And Wei points to Iron Mouse, one of the most subscribed female creators on Twitch who uses a virtual avatar and is known as a VTuber.
“It’s already a billion dollar industry,” he said.
Business
Labubu maker Pop Mart is opening U.S. headquarters in Culver City
Pop Mart, the Chinese toymaker known for its collectible Labubu dolls, reportedly plans to open a new office building in Culver City as it seeks to expand its North American presence.
The 22,000-square-foot office will serve as Pop Mart’s new U.S. headquarters, according to real estate data provider CoStar, which earlier reported the deal.
Pop Mart, founded in 2010 in Beijing, is credited with fueling the frenzy over “blind boxes” — small, collectible toys sold in packaging that keeps the exact figure inside a surprise until it is unsealed.
The toymaker, which is publicly traded on the Hong Kong Stock Exchange, has nearly 600 physical stores across 18 countries, according to its September 2025 half-year financial report.
Much of its recent growth has concentrated in the U.S. In the first half of last year, the company opened 40 new stores, including 19 in the Americas. In Southern California, it now has stores in Westfield Century City, Glendale Galleria, and Westfield UTC Mall in La Jolla.
The office building Pop Mart is moving into, named “Slash,” features leaning glass windows and a distinguishable jagged design. The 1999 building was designed by the Los Angeles architect Eric Owen Moss.
Pop Mart’s decision to root itself in L.A.’s Westside comes amid Culver City’s transformation from a sleepy suburb known for being the home to Sony Pictures Studios — to an urban hub, driven, in part, by the Expo Line station that opened in 2012.
Ikea recently announced plans to open a 40,000-square-foot store in Culver City’s historic Helms Bakery complex — its first in L.A.’s Westside — later this spring.
Big tech has played an important role in Culver City’s recent evolution. Recent additions include Apple, which has opened a studio and has been building a larger office campus; Amazon, which in 2022 unveiled a massive virtual production stage, and Tiktok, which in 2020 opened a five-floor office featuring a content creation studio. Pinterest has a new office in Culver City as of last month, according to the company’s LinkedIn account.
Business
After Warner Bros. merger, changes are coming to the historic Paramount lot. Here’s what to expect
With Paramount Skydance’s acquisition of Warner Bros. expected to saddle the combined company with $79 billion in debt, Paramount executives are looking to do away with redundant assets including real estate — and there is a lot of that.
Chief in the public’s imagination are their historic studios in Burbank and Hollywood, where legendary films and television show have been made for generations and continue to operate year-round.
“Both of these studios are in the core [30-mile zone,] the inner circle of where Hollywood talent wants to be,” entertainment property broker Nicole Mihalka of CBRE said. “It’s very prime real estate.”
When Sony and Apollo were bidding for Paramount in early 2024, their plan was to sell the Paramount property, but there is no indication that Paramount would part with its namesake lot.
For now, Paramount’s plan is to keep both studios operating with each studio releasing about 15 films a year, but the goal is to eventually consolidate most of the studio operations around the Warner Bros. lot in Burbank in order to to eliminate redundancies with the Paramount lot on Melrose Avenue, people close to Chief Executive David Ellison said.
A view of the Warner Bros. Studios water tower Feb. 23, 2026, in Burbank.
(Eric Thayer / Los Angeles Times)
Paramount would not look to raze its celebrated studio lot — the oldest operating film studio in Los Angeles — because of various restrictions on historic buildings there. Paramount also has a relatively new post-production facility on site and will likely need to the studio space.
Instead, the plan would be to lease out space for film productions, including those from combined Paramount-HBO streaming operations. Ellison also is considering plans to develop other parts of the 65-acre site for possible retail use, as well as renting space for commercial offices.
The studios’ combined property holdings are vast, and real estate data provider CoStar estimates they have about 12 million square feet of overlapping uses, including their studio campuses, offices and long-term leases in such film centers as Burbank, Hollywood and New York.
Century-old Paramount Pictures Studios is awash in Hollywood history — think Gloria Swanson as Norma Desmond desperately trying to enter its famous gate in “Sunset Boulevard,” and other classics such as “The Godfather,” “Titanic” and “Breakfast at Tiffany’s.”
The lot, however, is a congested warren of stages, offices, trailers and support facilities such as woodworking mills that date to the early 20th century. The layout is byzantine in part because Paramount bought the former rival RKO studio lot from Desilu Productions to create the lot known today.
Warner Bros. occupies 11 million square feet and owns 14 properties totaling 9.5 million square feet, largely in the United States and United Kingdom, CoStar said. About 3 million square feet of that commercial property is in the Los Angeles area.
The firm’s portfolio also includes the sprawling Warner Bros. Studios Leavesden complex in the U.K. and Turner Broadcasting System headquarters in Atlanta.
Paramount Skydance occupies 8 million square feet and owns 14 properties totaling 2.1 million square feet, according to CoStar. In addition to its Hollywood campus, Paramount’s holdings include prominent buildings in New York such as the Ed Sullivan Theater and CBS Broadcast Center.
Warner Bros. operates a 3-million-square-foot lot in Burbank with more than 30 soundstages — along with space for building sets and backlot areas — where famous movies including “Casablanca” and television shows such as “Friends” were filmed. Paramount’s 1.2-million-square-foot Melrose campus anchors a broader network of owned and leased production space, CoStar said.
Paramount’s lot is already cleared for more development. More than a decade ago, Paramount secured city approval to add 1.4 million square feet to its headquarters and some adjacent properties owned by the company.
The redevelopment plan, valued at $700 million in 2016, underwent years of environmental review and public outreach with neighbors and local business owners.
The plan would allow for construction of up to 1.9 million square feet of new stage, production office, support, office, and retail uses, and the removal of up to 537,600 square feet of existing stage, production office, support, office, and retail uses, for a net increase of nearly 1.4 million square feet.
The proposal preserves elements of the past by focusing future development on specific portions of the lot along Melrose and limited areas in the production core, architecture firm Rios said.
The Warner Bros. and Paramount lots “are two of the most prime pieces of real estate in the country,” Mihalka said. “These are legacy assets with a lot of potential to be [tourist] attractions in addition to working studios.”
Hollywood is still reeling from previous mergers, in addition to a sharp pullback in film and television production locally as filmmakers chase tax credits offered overseas and in other states, including New York and New Jersey.
Last year, lawmakers boosted the annual amount allocated to the state’s film and TV tax credit program and expanded the criteria for eligible projects in an attempt to lure production back to California. So far, more than 100 film and TV projects have been awarded tax credits under the revamped program.
The benefits have been slow to materialize, but Mihalka predicts that the tax credits and desirability of working close to home will lead to more studio use in the Los Angeles area, including at Warner Bros. and Paramount.
“These are such prime locations that we’ll see show runners and talent push back on having shows located out of state and insist on being here,” she said. “I think you’re going to see more positive movement here.”
Times staff writer Meg James contributed to this report.
Business
How our AI bots are ignoring their programming and giving hackers superpowers
Welcome to the age of AI hacking, in which the right prompts make amateurs into master hackers.
A group of cybercriminals recently used off-the-shelf artificial intelligence chatbots to steal data on nearly 200 million taxpayers. The bots provided the code and ready-to-execute plans to bypass firewalls.
Although they were explicitly programmed to refuse to help hackers, the bots were duped into abetting the cybercrime.
According to a recent report from Israeli cybersecurity firm Gambit Security, hackers last month used Claude, the chatbot from Anthropic, to steal 150 gigabytes of data from Mexican government agencies.
Claude initially refused to cooperate with the hacking attempts and even denied requests to cover the hackers’ digital tracks, the experts who discovered the breach said. The group pummelled the bot with more than 1,000 prompts to bypass the safeguards and convince Claude they were allowed to test the system for vulnerabilities.
AI companies have been trying to create unbreakable chains on their AI models to restrain them from helping do things such as generating child sexual content or aiding in sourcing and creating weapons. They hire entire teams to try to break their own chatbots before someone else does.
But in this case, hackers continuously prompted Claude in creative ways and were able to “jailbreak” the chatbot to assist them. When they encountered problems with Claude, the hackers used OpenAI’s ChatGPT for data analysis and to learn which credentials were required to move through the system undetected.
The group used AI to find and exploit vulnerabilities, bypass defences, create backdoors and analyze data along the way to gain control of the systems before they stole 195 million identities from nine Mexican government systems, including tax records, vehicle registration as well as birth and property details.
AI “doesn’t sleep,” Curtis Simpson, chief executive of Gambit Security, said in a blog post. “It collapses the cost of sophistication to near zero.”
“No amount of prevention investment would have made this attack impossible,” he said.
Anthropic did not respond to a request for comment. It told Bloomberg that it had banned the accounts involved and disrupted their activity after an investigation.
OpenAI said it is aware of the attack campaign carried out using Anthropic’s models against the Mexican government agencies.
“We also identified other attempts by the adversary to use our models for activities that violate our usage policies; our models refused to comply with these attempts,” an OpenAI spokesperson said in a statement. “We have banned the accounts used by this adversary and value the outreach from Gambit Security.”
Instances of generative AI-assisted hacking are on the rise, and the threat of cyberattacks from bots acting on their own is no longer science fiction. With AI doing their bidding, novices can cause damage in moments, while experienced hackers can launch many more sophisticated attacks with much less effort.
Earlier this year, Amazon discovered that a low-skilled hacker used commercially available AI to breach 600 firewalls. Another took control of thousands of DJI robot vacuums with help from Claude, and was able to access live video feed, audio and floor plans of strangers.
“The kinds of things we’re seeing today are only the early signs of the kinds of things that AIs will be able to do in a few years,” said Nikola Jurkovic, an expert working on reducing risks from advanced AI. “So we need to urgently prepare.”
Late last year, Anthropic warned that society has reached an “inflection point” in AI use in cybersecurity after disrupting what the company said was a Chinese state-sponsored espionage campaign that used Claude to infiltrate 30 global targets, including financial institutions and government agencies.
Generative AI also has been used to extort companies, create realistic online profiles by North Korean operatives to secure jobs in U.S. Fortune 500 companies, run romance scams and operate a network of Russian propaganda accounts.
Over the last few years, AI models have gone from being able to manage tasks lasting only a few seconds to today’s AI agents working autonomously for many hours. AI’s capability to complete long tasks is doubling every seven months.
“We just don’t actually know what is the upper limit of AI’s capability, because no one’s made benchmarks that are difficult enough so the AI can’t do them,” said Jurkovic, who works at METR, a nonprofit that measures AI system capabilities to cause catastrophic harm to society.
So far, the most common use of AI for hacking has been social engineering. Large language models are used to write convincing emails to dupe people out of their money, causing an eight-fold increase in complaints from older Americans as they lost $4.9 billion in online fraud in 2025.
“The messages used to elicit a click from the target can now be generated on a per-user basis more efficiently and with fewer tell-tale signs of phishing,” such as grammatical and spelling errors, said Cliff Neuman, an associate professor of computer science at USC.
AI companies have been responding using AI to detect attacks, audit code and patch vulnerabilities.
“Ultimately, the big imbalance stems from the need of the good-actors to be secure all the time, and of the bad-actors to be right only once,” Neuman said.
The stakes around AI are rising as it infiltrates every aspect of the economy. Many are concerned that there is insufficient understanding of how to ensure it cannot be misused by bad actors or nudged to go rogue.
Even those at the top of the industry have warned users about the potential misuse of AI.
Dario Amodei, the CEO of Anthropic, has long advocated that the AI systems being built are unpredictable and difficult to control. These AIs have shown behaviors as varied as deception and blackmail, to scheming and cheating by hacking software.
Still, major AI companies — OpenAI, Anthropic, xAI, and Google — signed contracts with the U.S. government to use their AIs in military operations.
This last week, the Pentagon directed federal agencies to phase out Claude after the company refused to back down on its demand that it wouldn’t allow its AI to be used for mass domestic surveillance and fully autonomous weapons.
“The AI systems of today are nowhere near reliable enough to make fully autonomous weapons,” Amodei told CBS News.
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