Social media has propelled countless creators to stardom, but an increasing number are looking beyond platform-driven revenue streams to build lasting businesses. With the unpredictability of algorithm adjustments and platforms' shifting priorities, diversification is key—leading many influencers to partner with investors, agencies and brands to launch their own ventures. Unlike traditional startups, creators have a built-in advantage: they deeply understand their audiences. With access to real-time engagement data and firsthand insight into what resonates, they are uniquely positioned to develop products and services that authentically connect and sell. Jennifer Glen, General Manager, Americas at Squad, talks about how this trend is reshaping the business landscape? She shares real-world examples, from Alex Cooper’s Unwell to influencers she works with directly like @whatsgabycookin (1M followers), who turned her platform into a thriving company.

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