The topological entropy of a subshift is the exponential growth rate of the number of words of different lengths in its language. For subshifts of entropy zero, finer growth invariants constrain their dynamical properties. In this talk we will survey how the complexity of a subshift affects properties of the ergodic measures it carries. In particular, we will see some recent results (joint with B. Kra) relating the word complexity of a subshift to its set of ergodic measures as well as some applications.