There’s this shift happening online that not enough people are talking about. We’ve all been watching creators—YouTubers, influencers, podcasters—build empires out of content. But quietly, there’s a new kind of digital player rising: the curators.
These are the people who aren’t necessarily creating original stuff 24/7. Instead, they’re finding the good stuff, organising it, packaging it, and sharing it in a way that feels valuable. Newsletters, niche Twitter threads, TikTok roundups, Instagram carousels with “Top 5 tools this week”—that’s the new wave. And honestly? They’re winning.
What’s wild is that this “curation” model is starting to create a new kind of digital middle class. Not everyone wants to be MrBeast. Not everyone can be a full-time content machine. But a lot of people can be great curators. And the internet rewards that now.
Curation feels like the perfect response to the overwhelm we’re all drowning in. There’s too much content, too many options, and not enough time. So when someone consistently serves up only the good stuff? That’s real value. That builds trust. And in a world full of noise, trust is currency.
I’ve seen creators pivot to curation and scale faster than they ever did making original content. Why? Because curation plays into consistency, not burnout. It lets you show up regularly without having to reinvent the wheel. And it positions you as a tastemaker—someone who “gets it.”
Whether it’s a Notion dashboard of tools, a weekly trends email, or a TikTok account that surfaces hidden gems from the internet—curators are becoming brands in their own right. And they’re monetising through affiliate links, sponsorships, memberships, or even just building audiences they can later sell products to.
It’s kind of like the bloggers of the early 2010s, but upgraded for the algorithm era.
So yeah, in the creator economy, you don’t always have to be the loudest voice or the most original thinker. Sometimes, being the one who filters the chaos and brings clarity? That’s just as powerful. Maybe even more.
