Creators Over 40: READ THIS NOW

Creators Over 40: READ THIS NOW

You guys absolutely flooded my inbox after that last post about creators starting their careers at 40+ years.... I received emails, DMs, voice notes, and a few messages that were basically digital therapy sessions. So here’s what I did… I compiled the top 3 most asked questions and I’m answering them here!

Here we go:

Question 1: Do younger audiences actually want to hear from someone my age or am I just talking to my peers?

This question comes up every single week in my work, and the answer surprises people every time. Younger audiences are not allergic to age, far from it. What they ARE allergic to however is inauthenticity.

They’re actually craving our perspective, and are deeply curious about the context that goes behind it. They want someone who can say, “I have lived through this, I have made the mistake already, and here is what I learned on the other side”. But the mistake I see creators over 40 make is assuming younger people only want entertainment, when in reality they are desperate for guidance that does not feel condescending or performative.

When you speak from lived experience instead of trying to be cool, younger audiences lean in. Every time.

Question 2: If I am not doing trends, will brands still pay me?

Let me be very clear here because I have been negotiating brand deals for over twenty years. Brands do not pay for trends.

The creators who last (ahem, and the ones who command higher fees year after year) aren’t the ones chasing every dance, sound, or video format. They’re the ones who have a POV, a clearly defined audience, and a reputation for consistency. Think about it…brands love predictability. They love knowing exactly who you speak to and why those people listen.

If your content helps someone make a decision, feel more confident, or see themselves more clearly, you are infinitely more valuable to a brand than someone who went viral last Tuesday.

Question 3: I feel behind because I did not start earlier. Did I miss my window?

No.

NO.

NO!

And honestly, this is one of the most damaging myths in this industry. Starting later often means starting smarter. You are not building from curiosity alone. You are building from clarity, and you actually understand your values.

Some of the fastest growing creator businesses I see right now are run by people who started in their forties and fifties because they are not experimenting publicly. They are executing privately and showing up intentionally. The idea that momentum only belongs to the young is simply not supported by what is actually happening behind the scenes.

If there is one thing I want you to take away from both posts, it is this. The future of this industry does not belong to the loudest or the youngest. It belongs to the people who are willing to stand behind their experience and let it lead.

And that is exactly where you shine. So if you’re nodding your head thinking YES YES YES then I’d love to work with you on your strategy for 2026. Fill out this quick form so my team and I can get to know you better and we’ll schedule a free exploratory call.

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XX Idalia