CONTENT CREATION AS A GROWTH STRATEGY: EVALUATING THE ECONOMIC IMPACT OF FREELANCE DIGITAL BRANDING

Abstract

In the rapidly evolving digital economy, content creation has emerged as a cornerstone of economic growth, identity construction, and professional sustainability for freelance digital creators. This study explores the intersection of content creation and freelance digital branding as a multifaceted growth strategy, particularly emphasizing how individual creators leverage personal branding and digital platforms to generate income, enhance visibility, and establish career longevity in the gig economy. As traditional employment structures become increasingly decentralized, the rise of digital freelancing represents a paradigmatic shift in how labor, identity, and monetization are configured. This research systematically reviews 147 peer-reviewed articles published between 2015 and 2024 to assess the economic, strategic, and socio-technical implications of freelance digital branding. The findings are organized around five major themes. First, the review reveals the centrality of personal branding as an economic and identity-making strategy. Creators curate personas through storytelling, content scheduling, and aesthetic performance to differentiate themselves in oversaturated digital markets. This form of self-branding is not merely cosmetic; it acts as an instrument of economic survival, often blurring the line between authenticity and commodification. Second, the role of platform infrastructure and algorithmic governance is highlighted as a determinant of income stability and audience reach. Studies show that visibility and monetization are contingent upon opaque algorithms, reinforcing labor precarity and dependence on platform-specific dynamics such as discoverability and engagement metrics. Third, the research underscores the importance of income diversification, where creators adopt hybrid monetization models—such as sponsorships, merchandise sales, affiliate links, consulting services, and subscriptions—to offset the unpredictability of platform-based earnings. Fourth, the review identifies regional disparities in freelance digital branding, particularly in the Global South, where infrastructural inequalities, payment barriers, and algorithmic biases limit access to global markets. While some creators succeed by localizing strategies and leveraging diaspora networks, systemic barriers remain pervasive. Lastly, the review exposes methodological gaps in existing literature, including the lack of longitudinal studies and insufficient representation of non-Western creators, calling for interdisciplinary research frameworks that integrate digital labor theory, economic modeling, and cultural studies.