The Intersection of the Creator Economy and the Future of Search


Hatched by Glasp

Aug 31, 2023

4 min read


The Intersection of the Creator Economy and the Future of Search

Introduction: The creator economy is a rapidly growing industry that offers opportunities for individuals to monetize their creative work. However, the different levels of creators and their unique pain points often go unnoticed. In this article, we will explore these overlooked levels and discuss how search engines like Neeva can play a role in supporting creators. We will also delve into the shift from the traditional ad-supported model to a subscription-based model and its potential impact on the creator economy.

Level 1: Hobbyists and their Pain Points

Hobbyists are creators who produce content for fun or as a side gig. However, they face challenges such as limited time and financial resources to invest in their business. Additionally, they struggle with distribution, marketing, and maintaining a certain level of production value. To support hobbyists, tool builders need to provide affordable and accessible solutions that address these pain points. By doing so, they can enable more individuals to pursue their creative passions.

Level 2: Full-time Creators and the Business Side of Creativity

Full-time creators have the ability to sustain themselves through their creative work. However, they often lack business experience, which diverts their attention from their creative endeavors. They also face time and resource constraints when it comes to marketing their work effectively. To help full-time creators, tools that cater to their specific business needs, such as marketing, copyright expertise, investing, operations, community-building, and product launches, are crucial. By providing tailored solutions, tool builders can empower full-time creators to focus on their craft while growing their business.

Level 3: Stars and the Challenge of Maintaining Fame

Stars are creators who have reached a level of success that allows them to form partnerships with external brands and maximize their reach. However, the biggest challenge for stars is maintaining their fame and relevance. Leveraging their brand into long-term business and financial success becomes a crucial pain point at this level. Creators at this stage require tools and resources that can help them navigate the complexities of brand partnerships, business expansion, and staying relevant in the ever-changing landscape of the creator economy.

Level 4: Moguls and Building Sustainable Businesses

Moguls are creators who not only build successful businesses but also ensure their longevity beyond their own careers. The distinction between Level 2 and Level 3 correlates with different forms of success, depending on the creator's values. While success as a star relies on fame and constant relevance, moguls focus on building businesses that outlive them. Tools and platforms that support moguls need to emphasize long-term sustainability and provide resources for business growth and succession planning.

The Future of Search and its Impact on the Creator Economy

Sridhar Ramaswamy, CEO and Co-founder of Neeva, highlights the broken nature of the current search engine model. He emphasizes the conflict between serving user needs and advertiser interests in the ad-supported model. Neeva aims to be a customer-first product by offering an ad-free and private search experience. The predictable subscription model not only benefits users but also provides a more sustainable revenue stream for content creators. Neeva envisions a future where search becomes a funding mechanism for quality content, supporting local newspapers and original content creation.

Actionable Advice:

  • 1. Understand the unique pain points of creators at different levels and develop tools or platforms that cater to their specific needs. This will allow creators to focus on their craft while growing their business effectively.
  • 2. Embrace the shift from the traditional ad-supported model to a subscription-based model. By providing ad-free and personalized experiences, creators can receive fair compensation for their content, leading to a more sustainable creator economy.
  • 3. Explore partnerships and revenue-sharing models with search engines like Neeva. By leveraging the aggregation power of search, creators can reach a larger audience, increase their revenue, and support the production of quality content.


The creator economy is a diverse ecosystem that requires nuanced solutions to address the unique pain points of creators at different levels. By understanding these levels and developing targeted tools and platforms, businesses and search engines can unlock new levels of creativity and business success. The shift towards a subscription-based model, exemplified by Neeva's approach, has the potential to revolutionize the way creators are compensated for their work. By embracing this shift and fostering partnerships, the future of the creator economy can be more sustainable and inclusive.

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