Creators are continuing to rack up the dollars in 2025.
In a Monday, June 16, report, Forbes pulled back the curtain on the 50 richest creators across social media — that is, Instagram, TikTok and YouTube — who earned an estimated $853 million. The outlet noted that the number is not counting the millions in equity deals that creators are receiving for brand partnerships with snacks, clothing, soda and alcohol.
“Next year, it’s expected that influencer marketing will expand to $50 billion,” Ryan Detert, founder and CEO of creator marketing firm Influential, shared in the article. “The dollars are going into the hands of creators who are now the new media channels.”
When cultivating the ranked creators list, Forbes assesses influencers’ earnings, entrepreneurship and clout (measured by their follower and engagement ratio). This year, the No. 1 spot continued to be held by Mr. Beast — who has yet to be beat in the four years Forbes has published the list. Other creators featured on the list included TikTok stars Alix Earle, Jake Shane and Nara Smith as well as YouTuber Ms. Rachel.
Scroll down to see how much the top 10 creators of 2025 are earning:
Mr. Beast, $85 Million
With 634 million followers, Mr. Beast expanded his brand with candy brand Feastables, fast food chain MrBeast Burger and his show, Beast Games.
Dhar Mann, $56 Million
Mann, who produces YouTube shows, has amassed more than 137 million followers.
Jake Paul, $50 Million
The social media star first rose to fame on Vine before transitioning to YouTube, where he has gained traction as a professional boxer with 79 million followers.
Rhett and Link, $36 Million
The comedy duo known for creating and hosting the YouTube series Good Mythical Morning have more than 33 million followers.
Alex Cooper, $32 Million
The “Call Her Daddy” host launched the Unwell Network with several additional shows, alongside a documentary of her life that dropped earlier this month. Cooper, who has amassed more than 15 million followers, is set to produce a Hulu reality show titled Overboard for Love.
Charli D’Amelio, $23.5 Million
The TikToker has managed to balance her influencer origins while taking the stage in Broadway’s & Juliet. The former Dancing With the Stars winner has 216 million followers.
Matt Rife, $50 Million
With more than 40 million followers, Rife has starred in two comedy specials and the outlet noted that a “slate of comedy films is coming soon.”
Mark Rober, $25 Million
The former NASA engineer creates educational videos for his 80 million followers and has a STEM-themed monthly-subscription box with his company, CrunchLabs.
Druski, $14 Million
The influencer, who has 25 million followers, starred in Dunkin’s 2025 Super Bowl commercial alongside Ben and Casey Affleck, Bill Belichick and Jordon Hudson and Jeremy Strong.
Khaby Lame, $20 Million
Known for his unique life hacks, Lame has amassed more than 258 million followers.
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