From Followers to Founders: Gen Z Creators Turn Social Media Into Business Empires

A new generation of entrepreneurs is reshaping the business landscape by transforming social media influence into scalable companies.

At a recent discussion moderated by Jennifer Cunningham, journalists and creators explored how Gen Z founders are building multifaceted digital enterprises that extend far beyond content creation.

Joining the conversation were Josh Richards, entrepreneur and co-founder of CrossCheck Studios, and Grace Beverley, founder of TALA, Shreddy, and Retrograde. Both represent a new generation of creators who have leveraged their online audiences into successful businesses.

Their journeys highlight how the creator economy is evolving from individual influence into structured entrepreneurship.

When Online Influence Becomes a Business

For many creators, the shift from content creator to entrepreneur happens gradually.

Josh Richards explained that he had always been drawn to building businesses even before social media success.

From creating small merchandise brands connected to sports he played as a teenager, to later building companies connected to his online following, entrepreneurship came naturally as his digital presence grew.

The turning point came during a nationwide social media tour in 2019.

Meeting followers face to face changed his perception of the audience.

Seeing people attend events, buy merchandise, and engage offline confirmed that the digital audience represented a real community capable of supporting larger business ventures.

For Grace Beverley, the entrepreneurial journey began out of necessity.

While studying at university, she began selling digital fitness guides based on content she was already posting online about workouts and recipes. The initial sales were modest, but the experience revealed something important.

The audience she was speaking to faced the same problems she did.

That insight ultimately became the foundation for several successful companies.

Authenticity Is the Foundation of Creator Brands

Authenticity remains one of the most important drivers of success in the creator economy.

Both entrepreneurs emphasized that modern audiences are more sophisticated and more skeptical than ever before.

Today's viewers can quickly identify content that feels forced or disconnected from a creator's real life.

Richards explained that creators must ensure their content reflects their personal evolution.

Creators who attempt to repeat the same content indefinitely risk losing connection with their audience as both the creator and their followers grow and change.

Beverley agreed, adding that audiences no longer view monetization as inherently negative. Instead, they expect businesses to reflect genuine problem solving.

When a creator launches a company that directly addresses challenges they personally experience, the result often feels natural to their audience.

This alignment between creator identity and brand purpose has become the foundation of successful creator-led businesses.

Failure Is an Essential Part of Building Companies

Both speakers also emphasized the importance of failure in entrepreneurship.

Richards reflected on early challenges in the entertainment and social media industry, particularly the risks of entering partnerships with the wrong people.

Young creators who achieve rapid online success often attract individuals seeking to capitalize on their influence. Learning to choose business partners carefully became an important lesson early in his career.

Beverley's experience with failure came primarily through product development.

Several early products launched through her fitness brand did not ultimately remain part of the business.

For example, one of the first product categories her company introduced consisted of low-cost gym accessories. While they initially sold well, they were not viable for long-term growth because they had low margins and customers only needed to purchase them once.

The lesson was critical.

Understanding why a product fails can provide the insights necessary to build stronger and more scalable businesses in the future.

Leading Teams as a Young Founder

Another challenge facing many creator entrepreneurs is learning how to lead teams.

As companies grow, creators must transition from individual content creators to business leaders responsible for employees and operations.

Richards acknowledged that making difficult decisions about team structure can be challenging, especially when managing people who rely on the company for their livelihoods.

However, founders must ultimately prioritize the long-term health of the company.

Beverley shared a similar perspective. Over time, her businesses have grown to employ nearly 100 people across multiple companies.

One of her biggest lessons has been understanding when to hire, how to structure teams, and when to delegate responsibilities.

In the early stages of a business, founders often try to control every aspect of the operation. But scaling a company requires trusting others to take ownership of key roles.

Learning to delegate effectively became one of the most important leadership skills she developed.

Advice for the Next Generation of Creators

As the session concluded, both entrepreneurs shared advice for young creators hoping to build successful businesses.

Richards encouraged aspiring creators to focus on identifying a niche.

With millions of creators competing for attention online, building a dedicated community around a specific interest can help establish credibility and loyalty.

Once that community exists, creators can expand into additional categories and opportunities.

Beverley's advice was simpler.

Start.

With so much information available online about how to grow an audience, many aspiring creators spend too much time planning and not enough time creating.

Real growth comes from experimentation, learning from mistakes, and continuously building.

The Next Phase of the Creator Economy

The creator economy is entering a new phase where influence alone is no longer the end goal.

Instead, creators are building companies, launching products, and developing long-term brands that extend far beyond social media platforms.

As Gen Z entrepreneurs continue to reshape the landscape, the most successful creators will be those who transform their communities into sustainable businesses.

The shift from followers to founders is only just beginning.