While many are still skeptical, the global creator economy is expected to reach $1.18 trillion USD by 2032. And for minority creators and entrepreneurs from underrepresented groups, this moment is especially significant.
The digital age has created endless avenues for self-expression, connection, and community among niche audiences. It’s brought to light pain points and business opportunities that previously flew under the radar, and no one is better equipped to help fill them than creators from those very groups.
Becoming a successful content creator is hard for anyone, but it’s particularly difficult for minority creators, who studies confirm make on average 50% less than their white counterparts.
Branding can help close this gap.
Today, the question isn’t whether you belong in the space — you absolutely do. Instead, it’s how you build a brand with real authority, a loyal audience, and a business that’ll grow in a tough environment. In this article, we’ll share eight actionable tips to help you do just that.
Table of Contents
The State of the Creator Economy
How to Elevate Your Brand as a Minority Creator
FAQs about elevating your brand as a minority creator
Build the brand you want to see in the world
The State of the Creator Economy
The creator economy is growing fast, no doubt. HubSpot research found 89% of companies worked with a content creator or influencer in 2025, and 77% plan to invest more in influencer marketing this year.
However, despite the prominence, about 96% of creators still earn less than $100K annually. That’s a big gap between those who make a sustainable income and those who don’t.
Forbes contributor Jason Davis argues that this is because the industry has matured and brands are consolidating their investments to “proven” influencers. In other words, wealth is concentrated among fewer creators.
“Early stages reward experimentation and specialization,” he explains. “When search engines emerged, Archie and Ask Jeeves held the traffic, [but] Google took market share and was rewarded through integration, scale, and disciplined execution. The creator economy has reached that same point.”
There are now more than 200 million creators worldwide, and the highest earners aren’t just posting more; they’re diversifying across 5 or more revenue streams. In fact, according to Circle, only 22% of creators report earning from affiliate revenue, while only 18% earning from sponsorships.
88% monetize through paid memberships
53% sell courses
51% offer coaching or services
37% sell digital products
22% generate affiliate revenue
18% earn from sponsorships
Below are some strategies you can use to grow your brand (and overcome pay gaps) with all of this in mind.
How to Elevate Your Brand as a Minority Creator
1. Lead with your unique authority
Niche finds your audience and identity can open doors, but authority is what keeps them open and scales your brand beyond novelty.
Many marginalized entrepreneurs are encouraged (and even expected) to center their personal story or background, but without clear expertise in their niche, that attention rarely converts into sustained opportunity. Plus, you don’t want your identity to turn into a “gimmick.”
When faced with potential bias, your brand has to communicate value quickly and unmistakably. And the more specific your niche or focus, the more recognizable and in-demand you become.
The key is to go narrow enough that no one can replicate what you bring to the table. Make brands and audiences feel like they don’t just want to work with you — they have to.
Use your platforms to showcase what you do best:
The problems you’ve solved
The outcomes you’ve driven (include data, proof points, case studies, testimonials, before and afters)
The tools you use to get there
The lessons you learned
Speak on the topics where you have unique experience and genuine passion.
Now, that doesn’t mean you have to ignore or water down your identity, of course. Your identity is part of what makes you you, but treat it as context that deepens your perspective and makes your insight distinct, rather than the foundation of your value. Over time, this shift moves your brand from being interesting to being indispensable.
Goldie Chan has done an amazing job of this.
An author, speaker, and LinkedIn Top Voice on personal branding, Chan leaves no stone unturned when it comes to sharing what got her there. Her profile headline and bio detail her qualifications and achievements, including founding an agency, working with Fortune 500 companies, and leading social strategy for both startups and organizations as big as Nerdist.
2. Find your bold point of view
There’s an old saying that if two people always agree, one of them is not needed. To a degree, the same rings true in the creator economy. If you’re just saying or sharing the same things as everyone else, why would anyone choose you over others?
Give them what they can’t get anywhere else.
Find your sharp point of view; your bold opinion, beliefs, or strategy that challenges norms and reframes how people think about a relatable problem, hot topic, or industry. That’s what gets you cited, quoted, invited, and remembered.
For example, instead of just sharing what you’ve experienced, articulate what most people are getting wrong and what you’ve done differently instead.
The difference looks like this:
❌ “My journey as a ___”
✅ “Why most companies fail at ___ — and what actually works”
But don’t think you have to go ruffling feathers just for the sake of standing out.
My friend and Marketing & Brand Speaker, Chirag Nijjer, explains, “People hear ‘bold point of view’ and assume it needs to be complex or contrarian. It doesn’t. The most powerful point of view is simply the lens you apply to everything you do.”
Nijjer’s is a question that came from studying how brands survive massive periods of change — “What is the story you wish to tell?”
“Starbucks nearly lost itself in 2008 chasing speed and competitors until Howard Schultz returned and redirected investment into things like ergonomic seating and smaller machines,” Nijjer continues.
“Choices like that only made sense going back to their narrative and ‘story’ of being a third place. That one question is the POV I run every keynote, every video, and every consulting engagement from.”
He also argues that the same discipline applies to any creator building something that needs to last. What story do you want to tell with your personal brand?
3. Build & own your distribution
Research once found that 42% of YouTube creators would lose more than $50,000 annually if their account access were revoked. In other words, YouTube wields significant power over its audience and its earning potential.
That’s why owned distribution is one of the most important assets you can build. The most resilient brands don’t depend solely on social platforms or third-party visibility, which leaves them vulnerable to algorithm changes, shifting priorities, or exclusion from key networks.
Rather, they build direct relationships with their audience so they can maintain control over their cadence, messaging, pricing, and more.
How can you do this?
Start collecting emails early. (HubSpot Marketing Hub can help you here.)
Use social media as a discovery layer — not your foundation. Backup your content on a website or app you control.
Prioritize platforms where your audience actively engages, not just scrolls. Have conversations. Listen. Ask and answer questions.
Optimize for shareability among peers, not virality among strangers.
When you own your distribution, you reduce dependence on gatekeepers and create a more stable, scalable path to growth.
4. Productize/monetize your knowledge early
Part of successful content marketing is sharing valuable information, but that doesn’t mean you should give it all away for free.
Many creators find themselves sharing insights, advice, or expertise without capturing the full value of that knowledge for far too long, and it can lead to burnout and undercompensation. Productizing that knowledge early on lets you scale your impact and income without necessarily increasing your workload. Productization can take many forms.
Some of the most popular and effective are:
Online courses (Self-hosted or on Udemy, Skillshare, Teachable)
Workshops
Templates
Books (digital or print)
Content Subscriptions/Memberships (i.e., Patreon, Substack, or HubSpot Content Hub)
Newsletters
For a real-world example, look at creator Bianca Byers, aka Bianca Bee. Byers is a seasoned media professional who has worked for E!, The Oprah Winfrey Network, TMZ, VH1, FOX networks, and Paramount Pictures, among others. She has turned her expertise into three books, a YouTube talk show, a cosmetic line, and her own brand and media collaborations.
She explains, “Working in the television industry for over a decade taught me to never rely on a single stream of income. Rather, I’m deliberate about growing my personal brand alongside my day job, creating additional revenue from channels I own and turning my voice into tangible products that genuinely serve my audience.”
My advice to creators is to monetize your knowledge early in a way that feels aligned, and not to be afraid to build multiple streams under one brand umbrella. When your vision is clear, your audience will follow. You do not have to choose between a career and entrepreneurship. You can do both, and one can elevate the other.”
Nijjer agrees. He shared, “Most creators wait for some imaginary threshold before they charge for what they know, but at the same time, they’re training their market to expect their expertise for free. I packaged the same brand research from my videos into a keynote years before anyone told me I was ‘ready’.”
That keynote opened doors for Nijjer to platforms like Adobe, Shopify, and the History Channel.
But what should you productize exactly? If people keep asking you the same question, the answer can likely be a product.
“The knowledge I share in my keynote is the same knowledge behind my Instagram content and my TV commentary, echoes Nijjer.
“What changed was the packaging and method of sharing the information. Some people want to learn via social media, and that’s low effort, so it’s free. Others want personal guidance and tons of resources, which cost money. So, they become paid resources. Start putting your expertise into containers people can buy early— like a talk, a workshop, or a paid framework. That packaging is what teaches the market to value you as not just an expert but a product.”
Overall, you want to make it easy for people to pay you without asking how and charge for the value you truly bring.
5. Be selective about visibility
Momentum is built by saying yes to the right things, but not everything. Before any panel, partnership, or feature opportunity, ask yourself:
Does this grow my authority or just my awareness?
Do I control my narrative in this context?
Will it lead to tangible outcomes, such as audience growth, partnerships, or revenue?
Is this relevant or valuable to my existing audience?
Opportunities that position you well, in rooms where you want to be known, are worth pursuing. The ones that don‘t compound? It’s ok to pass, regardless of how they’re packaged.
Ariel Gonzalez, a HubSpot Content Marketing Manager and “Magical Marketer,” agrees. “It’s tempting to say yes to every opportunity that comes your way, especially when you’re early in your brand-building journey,” she shared with me.
“I began investing in my visibility on LinkedIn shortly after being laid off. Since then, I’ve been creating content, elevating my brand, and participating in several speaking engagements, including The Latino AI Summit — but not every opportunity will be the right one for you. Gaining visibility for visibility’s sake puts you in a reactive position, leaving others to define your brand instead of you.
Get clear on what you want your brand to represent, what your goals are, and what success looks like for you, then let that clarity guide every yes and every no.”
Collaborate laterally (not just upward)
Traditional networking advice often says to build relationships with people who have more power or influence. But for many growing entrepreneurs, especially those from marginalized groups, lateral collaboration (working with peers at a similar stage) can be more accessible and more effective.
These kinds of relationships are built on mutual respect, trust, shared experiences, and aligned goals. They allow you tap into common audiences, co-create valuable assets, and grow together without relying on hierarchical validation.
Whether it’s co-hosting events, creating collaborative content (like Half-Pakistani, LGBTQ+ creators Taha Arshad and Shehzad Ali Khan in the video above), or launching shared products, these partnerships can accelerate growth while reinforcing community-based support systems rather than competition.
This matters strategically, too: Micro-creators with 10,000–100,000 followers consistently deliver higher engagement per dollar than larger accounts. This is also the group marketers reported the most success with in our survey. This bodes well for peer-to-peer collaboration, being both community-building and smart business.
6. Apply for grants and programs for minority creators
Access to support programs and capital is a big roadblock for new ventures, especially for minority creators. Grants and minority-focused funds aren’t quite as common as they were a few years ago, but they are still out there. Here are a few you can look into:
NALAC Fund for the Arts: The only national grant program exclusively supporting Latinx/é artists, cultural practitioners, and arts organizations in the U.S. and Puerto Rico. Since its founding, NALAC has awarded over 1,300 grants totaling more than $8 million.
The Diverse Books Mentorship Program: Powered by We Need Diverse Books, this program connects Black children’s book writers with publishing industry professionals for one-on-one mentorship, networking support, and craft development. Ideal for creators building in books and written content.
Pinterest Inclusion Fund: Are you an avid Pinterest creator? Pinterest’s inclusion fund aims to elevate the creations of historically marginalized communities through financial and educational support. In addition to a cash grant, participants can join a six-week program on how to succeed on Pinterest, supported by monetization opportunities and more.
Brown Girl Angels: Brown Girl Angels is a global collective of South Asian female angel investors, venture capitalists, and founders. Members invest in companies across all verticals that are raising seed to series A rounds and have at least one South Asian female founder. They also provide educational content, networking events, and more to help “brown girl” founders learn and grow their businesses.
Cartier Women’s Initiative (CWI): Celebrating its 20th anniversary in 2026, the Cartier Women’s Initiative is an international entrepreneurship program empowering women impact entrepreneurs driving social and environmental change by providing financial, social, and talent support to grow their businesses and build their leadership skills. Each year, it awards three grants ($30,000-100,000), along with human and social capital through a one-year fellowship, and lifetime access to the 800+ members of the CWI community.
The Creative Collective — Founded by Imani Ellis in New York City, this community and creative agency is built for multicultural creatives. They provide job listings and networking opportunities, including their flagship event, CultureCon.
LinkedIn Creator Accelerator Program: LinkedIn offers a six-week program, where ambitious participants can witness their visions and innovations come to life. The select group gains access to multiple opportunities to amplify their voices on social media channels and a $15,000 grant. While not specific to underrepresented communities, the program has expanded to India, Brazil, and the U.K., showing the platform’s commitment to globalization. This is ideal for aspiring B2B entrepreneurs, creators, and influencers.
Inclusive Media Initiative: This program by Pixability helps connect brands with diverse creators and drive measurable and sustainable equity through media opportunities.
Famous Amos Ingredients for Success (FIS) Entrepreneurs Initiative: IFS, in partnership with the US Black Chambers Incorporated (USBC), was founded in 2020. It creates pathways for early-stage Black business owners to thrive by providing $150,000 capital awards, mentorship, networking, and educational resources to three winners.
HerSuiteSpot: a membership-based leadership network for ambitious women building influence, income, and investable businesses. Members get access to leadership development education, coaching, real-time business support, grants and funding opportunities, as well as workshops, media features, and more. The organization’s HerRise Microgrant also gives $1000 to under-resourced women-led businesses each month.
Looking for more? Check out our article, “Top Business Grants for Underrepresented Startup Founders.” There is also a host of federal grants available through the Minority Business Development Agency.
7. Align with brands that promote and prioritize inclusion
While in 2025, federal acts led some brands to scrap their diversity, equity, and inclusion (DEI) programs and initiatives, a meaningful group of others held firm and actively built creator programs around it. According to Morning Consult’s 2025 tracking data, brands that maintained their DEI commitments even saw net buzz scores rise 3.2 points year-over-year.
That matters for you as a minority creator, not just because they’ll advocate for you, but also because where you choose to partner is part of your brand. Furthermore, these partnerships tend to be more collaborative, more equitable, and more likely to position you as a long-term partner rather than a diversity checkbox.
Depending on your niche, here are a few partners you can consider.
Ulta Beauty
Ulta Beauty has become one of the most visible examples of a brand that didn’t blink as federal regulations changed. The beauty retailer maintained the BIPOC-founded requirement for its MUSE Accelerator, which offers eight early-stage beauty brand founders from underrepresented communities a 10-week curriculum covering brand strategy, supply chain, and retail readiness.
Each participant also receives $50,000 in funding with an additional $10,000 award in partnership with the Fifteen Percent Pledge. If you’re a beauty-focused creator or entrepreneur, this is one of the most substantive programs available.
HubSpot
HubSpot’s creator program partners with podcasters, video creators, and media builders whose content reaches business audiences.
What sets our program apart is its selection criteria: HubSpot evaluates creators based on alignment with its core audience, production quality, host talent, social reach, and as well as our belonging goals. That last criterion is intentional and structural, not performative. If you’re a creator in business, marketing, entrepreneurship, or careers, this is worth exploring.
Spotify
Spotify has arguably built one of the most substantive inclusion frameworks in media for creators specifically. Started in 2022, its Creator Equity Fund had a slow start, but now quietly backs multiple active programs that can benefit marginalized groups like:
Frequency: Spotlights and amplifies Black artists and podcasters on the platform;
EQUAL: Spotlights the same for women creators globally
NextGen: Funds scholarships, equipment, and curriculum at HBCUs, including Spelman College, Howard University, Hampton University, and North Carolina A&T. It was specifically created to build the next generation of diverse audio creators.
Open Doors Fund: UK Initiative that provides essential resources to sustain spaces where young people gather, create, and engage in artistic expression, especially in underserved communities.
Spotify reaffirmed all of these programs in its 2024 Equity & Impact Report. So, if you’re building a podcast, audio, or music (or aspire to), Spotify is worth looking to for partnership and amplification opportunities.
8. Protect your narrative as you grow
As your brand gains visibility, media and audiences may try to reduce you to a single narrative.
This is especially common for entrepreneurs from marginalized backgrounds, whose work may be reduced to identity-driven narratives rather than recognized for its full scope.
Stay vigilant to keep your brand from being flattened.
This means consistently publishing content that demonstrates depth, range, and strategic thinking — not just personal experience. It also means addressing misalignment when it occurs, rather than allowing others to define your narrative for you.
“Every collaboration, every press feature, every stage you stand on is someone else framing your story for their audience,” explains Nijjer.
“I study brands that have survived decades of change, and the ones that lost their way almost always did so by letting external forces dictate their identity while growing. So I treat my own narrative the same way: Every opportunity gets filtered through the question of whether it reinforces the story I‘m building or dilutes it. That discipline means saying no to things that look good on paper, and it’s one of the hardest skills a creator can develop. Your story matters the most.
Pro Tip: Nijjer tells every creator he works with to create what he calls a “confidence document.”
“Sit down and write out your key stories, your origin, your turning points, your thesis, in the exact language you’d want someone else to use when they talk about you. Then tell those stories so consistently, in your content, on stages, in interviews, that the language becomes automatic for the people around you.”
“That‘s how you build what I call ‘Brand Echos,’ where your audience starts repeating your ideas back in your words. You don’t protect your narrative by playing defense. You protect it by being so clear and so repetitive that nobody has to guess what you’re about. “
FAQs about elevating your brand as a minority creator
What is the biggest challenge for marginalized entrepreneurs?
Access to capital, networks, and equitable pay remain the most persistent barriers for creators and entrepreneurs from underrepresented backgrounds.
Studies show minority creators earn significantly less than their white counterparts — more specifically: Black influencers earn 34.04% less, South Asian influencers earn 30.70% less, East Asian influencers earn 38.40% less, and Southeast Asian influencers earn 57.22% less.
On top of that, algorithmic bias and increasingly concentrated brand spending mean minority creators often have to work harder for visibility. That‘s why building owned distribution, diversifying revenue streams, and aligning with inclusive partners aren’t just nice-to-haves — they’re strategic necessities.
Why is personal branding important for underrepresented founders?
Building a personal brand helps bypass traditional gatekeepers, build trust directly with audiences, and create independent revenue streams. Even if you don’t necessarily have the same exposure or resources, your reputation and credibility speak for you.
What’s the fastest way to grow a brand today?
There’s no single playbook, but the creators growing fastest right now share a few things in common. The creators winning are those who lead with a specific, credible point of view; show up consistently on the platforms where their audience actually engages (not just scrolls); and monetize early rather than waiting until they feel “ready.”
Lateral collaboration with peer creators can also accelerate growth faster than chasing top-down validation, especially in the early stages.
Build the brand you want to see in the world
The creator economy has never been more accessible, but it’s also more competitive. For minority creators and entrepreneurs, that duality is palpable. The barriers are real, but so is the opportunity.
The eight strategies in this article aren‘t about working around a system that can be unforgiving to marginalized groups, but about building something more durable than that system: a brand with genuine authority, an audience you own, and a business model that doesn’t depend on any single platform, gatekeeper, or trend cycle.
Brands that have maintained their diversity commitments into 2025 have seen net buzz metrics rise 3.2 points year-over-year per Morning Consult, showing the market is rewarding inclusion, not retreating from it. And regardless of the hurdles, that‘s the environment you’re building in.
The creators who will win the next decade aren‘t just the loudest or the most followed. They’re the ones who are clear about what they stand for, most careful about where they go, and most careful about protecting the story they’re telling.
You already have a perspective no one else can replicate. Now it’s time to build the brand to match it.
Welcome to Breaking the Blueprint — a HubSpot series dedicated to the unique challenges and experiences of minority-owned businesses and professionals from underrepresented backgrounds in the United States. Explore topics and stories that nurture these differentiators, elevate careers, help entrepreneurs grow their businesses, and, overall, foster the success of marginalized groups in a modern market.