Consumers are handing over their credit cards to pay for merchandise, podcasts, livestream access, and other products sold by creators, according to a November report from educational platform Teachable that analyzed how online audiences engaged with influencers. Among Gen Zers, 50% said their desire to support their favorite creators is why they purchase products or services advertised. The relationship between creators and their followers has strengthened in the past few years, heavily impacting the influence online personalities wield over people's purchasing decisions. YouTube's short-form shopping videos are growing in popularity, and TikTok has similarly been incentivizing creators to use its new shopping platform in the hopes of capturing their massive online audiences. Here are five key takeaways from Teachable's 2023 study on how creators connect with audiences:

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Persons: Gen Zers, CreatorIQ, TikTok, Olivia Owens, Owens Organizations: Business, Social