How Solopreneurs Are Capturing The Creator Economy — And Why Doomscrollr Is Part Of The Shift

Doomscrollr, co-founded by Adam Ayers and Victoria de la Fuente, empowers users and brands to engage audiences directly – bypassing reliance on social media platforms.DoomscrollrFor years, the creator economy was defined purely by scale: more platforms, more content, and more people calling themselves creators. Yet the fastest-growing segment isn’t necessarily influencers backed by agencies or brand deals — it’s solopreneurs: independent professionals across industries who build and run their businesses on their own.From media and marketing to finance, fitness, education, and technology, among other categories, these creators are reshaping how content and value is generated and captured, seizing opportunities even as the landscape becomes increasingly fragmented and uncertain. Rethinking Ownership in a Fragmented Digital LandscapeFor many creators, building an audience on social platforms has long seemed like the clearest path to independence. While it remains a foundational step, years of platform shifts, changing advertiser priorities, and evolving rules have prompted a critical question: what do they actually own? Equally imperative is understanding who engages with their content, which posts drive clicks, which topics or formats resonate most, and how to monetize it.With visibility unpredictable and attention scattered, solopreneurs are taking greater control over the entire process — from content creation and distribution to audience development and monetization — often with minimal overhead and a highly strategic approach.Enter Doomscrollr: Centralizing Content and AudienceDoomscrollr is a social media platform built specifically for the global wave of solopreneurs. Its name references the habit of endlessly scrolling through feeds, but it’s branded in irony: the platform flips the concept, giving creators control over how their content is surfaced, rather than letting algorithms dictate visibility.MORE FOR YOUDoomscrollr is a new platform that lets creators build a single, chronological feed pulling in everything they post across the internet.DoomsAdam Ayers, co-founder of Doomscrollr, describes it as a way to make creators less dependent on any single platform.“You can curate content that’s already out there on the internet,” Ayers said. “You can share other people’s work, your own posts, or original content. The idea is that your hub becomes a central place where every marketing effort drives traffic, and importantly, you own the customer data rather than the platforms.”Earlier in his career, Ayers built and scaled fashion brand Yeezy Supply for Kanye West, and he created the first technology stack that allowed Paris Hilton to transform her global reach into a monetizable database of millions.“You can market to your audience and gather analytics and emails directly from your audience,” he said. “You don’t have to go spend money on ads to keep getting back in front of that audience.”Adam Ayers is the co-founder of Doomscrollr, which gives creators and brands the power to own their audiences and control their worlds.DoomscrollrFor Victoria de la Fuente, co-founder of parenting media platform Zillion Trillion and co-founder of Doomscrollr, the platform grew out of frustration with existing tools.“Why isn’t there one where I could do all the things that I’m doing and have them all sit in one place without having to format and do all this weird stuff?” she wondered. “That’s when the idea of Doomscrollr really came about.”De la Fuente, who also leads Studium VDLF, her global creative strategy studio, wasn’t getting consistent reach, and there was no easy way to organize or resurface her work. “Most platforms didn’t fit the way I create, which is largely curation and trend forecasting,” she said.Her experience highlights a common challenge for solopreneurs: success often comes not from going viral, but from staying organized, consistent, and keeping in touch with their audience.Victoria de la Fuente co-founded Doomscrollr wth her husband, Adam Ayers.DoomscrollrPrecision Engagement and Audience DataCentralizing content also enables more precise engagement. A platform like Doomscrollr gives creators access to audience-level data, allowing them to track interactions, segment interests, and tailor communications — all without censorship.“Every post can become an email,” Ayers said. “Your content goes directly to your audience, who then click back into your site. It creates a loop that keeps engagement within your ecosystem rather than relying solely on Instagram or TikTok.”Fashion designer Christopher John Rogers uses Doomscrollr primarily as a storytelling and communication tool.“We were looking for a cleaner way to speak directly to our audience when the usual channels were starting to feel insufficient,” Rogers said. “Doomscrollr has allowed us to share the thinking behind the brand — how things are made and why decisions get made — in a way that feels more intimate than performative.”This approach has contributed to audience growth, with Rogers’ team building an owned email community of more than 150,000 subscribers over the past year without paid acquisition.NEW YORK, NEW YORK - MAY 02: Christopher John Rogers attends "In America: An Anthology of Fashion," the 2022 Costume Institute Benefit at The Metropolitan Museum of Art on May 02, 2022 in New York City. (Photo by Taylor Hill/Getty Images)Getty ImagesImplications for Traditional MediaAs social platforms prioritize paid promotion or AI-driven recommendations, chronological feeds are regaining relevance as a way to restore visibility and predictability.For traditional media companies, this shift creates a more fragmented talent and audience landscape. Solopreneurs who manage their own pipelines — through email lists, websites, newsletters, and social platforms — can collaborate with media companies when it makes sense, but they are no longer reliant on them for content, reach or monetization. Audiences increasingly follow individuals rather than outlets.The Future of the Creator EconomyFor solopreneurs, success increasingly depends on ownership, predictability, and direct relationships. By consolidating content, centralizing audiences, and reclaiming control over engagement and monetization — as tools like Doomscrollr enable — creators are not just surviving platform volatility; they are reshaping the very dynamics of the content creator economy.“I call it one cohesive growth engine for you, the solopreneur,” Ayers said. “This is the one place, your one strategy, where everything you create and everything you do is curated for your audience in one place. And you’re building your business, you’re building your audience, you’re building your relationship with your customers.”In this new ecosystem, the creators who thrive are those building durable, owned connections that stand independent of any single platform with Doomscrollr aiming to be at the apex of that ecosystem.