I spend most of my time thinking about how to do influencer marketing well. But after watching Simone’s video, I’ve been thinking about a different question: 

Why do people become creators in the first place?

The cynical troll that lives inside us all is yelling at me. “They just want free products and an easy life online.” 

Quiet, troll. 

Anyone who’s spent time around creators knows it’s not as easy as it looks.

All the free products in the world can’t make up for the fact that you’re constantly fighting against algorithms that seem to have a vendetta against you, while simultaneously putting yourself in a position to be judged, critiqued, or even bullied. 

Yet an estimated 4% of social media users and 3% of internet users identify as creators. So why? Why, despite its brutal nature, do some choose to pursue this ringlight life?

Let’s break it down. Why do people become influencers? What are their motivations? And what does that mean for us as marketers?

But first, an invitation.

Black Friday is coming (Are you ready?)

If you haven’t started planning and recruiting for Black Friday, this is your siren call. Join us next week on Thursday, August 28, for a conversation with Influencer Marketing Strategist Jessica Mann.

She’ll share how to stand out this Black Friday by working with creators outside your usual niche. 

You’ll learn how to:

• Understand your brand’s storyfit and why “safe doesn’t scale” 

• Expand your influencer pool and reduce CPMs (Yes, please!)

• Know how to introduce this into your strategy as a well-balanced influencer marketing mix

Join us on Thursday, August 28, 2025, at 2 PM EDT / 11 AM PDT

RSVP here. 

Motivation #1: Personal branding

For many, building a personal brand is the real goal. It’s about being known for something. In the workplace, that might mean sharing ideas on LinkedIn. In lifestyle spaces, it might mean curating a point of view on beauty, fitness, or entrepreneurship. Either way, it’s a way to stand out.

Stats show that people trust leaders and founders more when they’re visible online. The same principle applies to creators: visibility turns into credibility, which turns into opportunity. That’s how Stephen Bartlett turned his social media presence into a media empire, or how Grace Beverly built a multimillion-dollar fitness brand.

What this means for you: If a creator is motivated to create a personal brand, they’ll care about how your brand boosts their credibility. Offer co-branded opportunities, feature them in your channels, or invite them to showcase their expertise alongside your product.

Motivation #2: Controlling the narrative

For others, becoming an influencer is about identity. Social media is one of the few spaces where people can tell their stories in their own way, which can be powerful for anyone who’s been misrepresented or excluded from mainstream narratives.

Nabela Noor is a good example of this. She’s spoken about how content helped her reclaim beauty in her Bangladeshi heritage and body image. The things she was once bullied for offline are the same things that made her influential.

What this means for you: If a creator is motivated by their identity, the worst thing you can do is strip away the voice they’ve worked so hard to build. Instead, align on shared values and goals, then give them freedom. You’ll get more authentic content and a partner who actually wants to work with you again.

Motivation #3: Creativity as therapy

Content creation can be deeply personal. Research has shown that storytelling can improve mental health, and many creators talk about posting as a form of self-expression that helps them process life.

Take Jazz Thornton, a mental health advocate and author who shares vulnerable stories on TikTok. Her openness resonates with people who say her content has helped them keep going. For creators like her, creating is almost therapeutic. It’s not just a job. 

What this means for you: These creators light up when they feel inspired by a campaign. Frame your offer and brand as part of a bigger story, then let them bring their own perspective to it. 

Motivation #4: Mastery and gamification

Some creators get hooked on the craft itself. Influencing is a never-ending skill tree: editing, storytelling, branding, analytics. The challenge of improving–optimizing a hook, refining a thumbnail, chasing higher retention–is part of the appeal.

Think about Mr Beast, who has famously tested hundreds of thumbnails for a single video. For him, YouTube is a game, and his metrics prove he’s leveling up.

What this means for you: If a creator is motivated by mastery, you’ll win them by sharing feedback and data. Don’t just say “the content performed well.” Tell them why. Share conversion numbers, or insights about what resonated. Frame campaigns as experiments where they get to learn and improve. They’ll appreciate the feedback, and you’ll get better content in return.

Motivation #5: Economic opportunity and escape

Finally, for many people, influencing is about access. Traditional paths to success–publishing, modeling, acting, business–come with gatekeepers. Social media, in comparison, still feels wide open, where anyone can do anything.

That’s why stories like Charli D’Amelio’s resonate. She started dancing in her bedroom and became one of the most-followed people on TikTok, now worth millions. Or look at Zoella, who went from DIY bedroom videos to a global business. Influencing can feel like a path out of limitation and into possibility.

What this means for you: These creators are motivated by stability. They’re looking for ways to turn content into a real career. They’re more likely to value long-term partnerships, retainers, or even just clear and consistent payment structures. Offer security, and they’re more likely to reward you with loyalty.

Which brings me to my question: 

Does this line up with what you’ve seen in your work with influencers? Do motivations differ, and does knowing them affect how you work with them? 

Hit reply and tell me your stories. I read everyone. 

See you next time!
Eleni Zoe xx
Brand @ Modash. Say hi on LinkedIn or visit Modash.

P.S. Handpicked job openings

• GLD is looking for a Director of Influencer Marketing. The role is remote in the U.S.A.

• Lume Deodorant is looking for an Influencer Marketing Coordinator. The role is also remote in the U.S.A.  

• Madewell is looking for an Influencer & Community Associate in New York, U.S.A.

• Sachi States of Skin is looking for a Community & Influencer Affiliate Lead. The role is remote in the UK.

• Chāmpo is looking for an Influencer Executive in London, UK.

📌A NOTE ABOUT WHAT YOU JUST READ

The tips in this newsletter might not be right for your specific case. Use good judgment when deciding whether to take advice from the internet—even mine. My team and I survey & interview influencer marketers whose advice and observations come from their direct experience. ROI is meant for you to connect the dots and be inspired or challenged to think about your influencer marketing in a way you haven’t before.