A significant shift is underway in the UK's digital landscape, as creating content for platforms like TikTok transforms from a casual side project into a viable and often lucrative full-time profession.
From Side Hustle to Substantial Salary
Groundbreaking data from a recent report by Visa and TikTok, unveiled at the Web Summit in Lisbon from 11th to 13th November, paints a promising picture for British digital entrepreneurs. The findings confirm that more than a third of online creators in the UK now earn annual salaries ranging from £19,000 to £48,000. This income comfortably surpasses more than double the national minimum wage, solidifying content creation as a credible career path.
The report further details that nearly half of these creators earn over £1,600 per month, with a significant 34% receiving between £1,600 and £3,999 monthly. This financial success is fostering a strong sense of enterprise, with more than half of creators identifying as successful entrepreneurs and 73% viewing their creative output as a legitimate small business.
Building Global Businesses from a Smartphone
The power of TikTok as a launchpad for business is perfectly exemplified by the story of Lucie Macleod. The 26-year-old founder of Hair Syrup leveraged viral success on the platform to build a haircare empire that now generates an astonishing more than £5 million in revenue each year.
Her journey is particularly notable as she achieved this monumental success without the backing of TV's Dragon's Den, proving that organic reach and community engagement on social media can be invaluable assets. Her pre-wash hair treatment has become a favourite among a vast customer base and influencers alike.
Confidence, Challenges, and a Bright Future
Despite the impressive earnings, the report highlights an area for growth in financial confidence. While 51% of UK creators receive international payments, underscoring the worldwide demand for their talent, only 49% feel fully confident in their financial management abilities. This points to a clear need for more specialised financial education and products tailored to the unique needs of the creator economy.
Looking ahead, the sentiment is overwhelmingly positive. A resounding 88% of creators globally anticipate their revenue will increase in the coming year, signalling that this economic sector is poised for continued expansion. The study, which also included creators from Australia, Brazil, the UAE, and the US, noted that most rely on personal funds and community support, indicating a demand for more sophisticated financial tools.
Lucy Demery, Head of Visa Commercial Solutions, Europe, commented on the trend, stating: “UK creators are thriving, earning more and reaching global audiences like never before. Creators aren’t just building audiences; they’re building enterprises. Their momentum highlights the UK’s leadership in the creator economy, and we’re committed to delivering innovative tools that help them grow.”
With overwhelming encouragement from family and friends (94%), creators are increasingly empowered to pursue this modern career, reshaping the future of work in the UK one video at a time.
