This morning we published a feature on what you might call a side-hustle side effect: more workers at social networks that support creators are creators themselves. I spoke with former employees at companies like TikTok and Twitch, plus executives at creator-focused platforms Patreon and Cameo, about how both employees and companies are navigating these hybrid roles—and the tensions that can arise. A few things stood out:
• Companies that serve creators have an incentive to hire creators. As Marcus Graham, a former Twitch executive who is also a streamer with more than 43,000 Twitch followers, puts it: “Being a creator on the platform gives you an insight to your product, to your customer, to your audience, to monetization, that you just can't get if you aren’t a creator,” he said.
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