During the pandemic, Instagram influencer Christina Galbato shifted from posting about travel to teaching her 254,000 followers how to become full-time social media creators themselves. It’s been a lucrative switch. Galbato says she’s making more money from such coaching, including two courses run through Canada’s Thinkific, such as The Influencer Bootcamp ($697), than she did with brand sponsorships.

“The general population is realizing that becoming an influencer or creator is an actual career,” she said.  

Over the last year, more individuals with big social media followings have started to share their tips and experience in class-like virtual settings. That’s presented an opportunity for startups. As our creator economy database published this week revealed, the biggest deal so far this year was for a little-known company called Kajabi, which offers online courses, coaching and memberships.