SXSW 2025: The Creator Economy Needs a Reset

Burnout is the Cost of Chasing More

The creator economy thrives on a relentless cycle of “more.” More media. More followers. More reach. More pressure. But if "more" is the only goal, when is it enough?

In our recently released State of Create report, a staggering 78% of creators said burnout impacts their motivation to be a creator - because the race for growth has become unsustainable.

Ironically, many creators didn’t start out chasing numbers. They started because they wanted to connect, create, and add value. But somewhere along the way, the constant push for “more” pulled them away from what made creating so enjoyable in the first place.

Five years ago, creators were focused on follower counts, likes, shares, and views. Today, they’re prioritizing the quality of their creative work, deeper fan relationships, and financial stability. The landscape is changing, and growth isn’t just about bigger numbers anymore - it’s about building communities that last.

So, what’s the alternative? A pause - then a shift in mindset. A focus on building something sustainable. And, most importantly, really understanding what “enough” looks like.

Growth and Community Can Coexist

There’s an important difference between growing an audience and building a community - and the most successful creators know you don’t have to choose between the two. Growth can expand your reach, but longevity comes from the core fans who don’t just follow - they engage, support, and stick around.

The good news? Building a real community - one made up of your ‘core fans’ - isn't just great for creative fulfillment; it’s also financially rewarding. In fact, 80% of core fans say they’re willing to pay for the creators they love, according to State of Create. The most successful creative businesses aren’t built on virality, they’re built on deep relationships with people who value your work - and want to help you grow.

The best filter isn’t “Will this go viral?” - it’s, “Does this add real value?”

Stability and Authenticity, Without the Noise

Owning your audience, as a creator, makes all the difference. More creators are turning to platforms that offer something social media can’t: stability and a deeper connection with their fans. In fact, our report found that a whopping 81% of creators are looking for a direct way to communicate with their audience.

“One of the best things about Patreon - while we were off social media [for a year] it allowed us to stay connected with our audience." - Joshua Fields Millburn

Patreon lets you connect with fans on your terms. You can offer free or paid memberships, one-time payments, and establish a stronger community with chats, live events, and exclusive media. It’s all about giving you the freedom to create and engage in ways that feel authentic, while also diversifying how you earn. That way, creators aren’t just making a living, you’re able to run a business.

Core fans don’t just consume - they engage, support, and invest in you. They help you build something sustainable, where connection and creativity come first.

So, What’s Enough?

If you don’t define what “enough” means for you, you’ll never reach it. The relentless pursuit of more - more media, more followers, more success - will always keep you stuck on the hamster wheel.

Sustainable creative careers aren’t about chasing virality. They’re about finding balance, focusing on fans and communities who love your work, and creating something that sticks. In the end, success isn’t measured by the size of your audience - it’s about the depth of connections you’ve built.

So what does “enough” look like for you?