Quick riddle for you: What do you have in common with podcast hosts, YouTube sensations, TikTok stars, and Instagram influencers? Stumped? Okay, okay. I’ll tell you the answer.

Statistically speaking, you probably also consider yourself a “content creator,” at least on some level. Recently, our State of Consumer Trends Survey revealed that 50% of millennials and 46% of Gen Z call themselves content creators.

That number might seem high at first, but when you consider how deeply ingrained social media has become in our lives, it starts to make sense.