Platform payouts: Creators reveal how much social media behemoths are willing to shell out
By Kimeko McCoy
At this point, creators and influencers have gone from a nicety to a budget line item for marketers, booming the creator economy to become a multi-billion dollar industry. For the last few years, platforms like YouTube, TikTok, Instagram and even Snapchat have rolled out the red carpet to creators by way of creator programs, funds and other ad revenue sharing opportunities.
The recent reality has been more lackluster than originally thought, according to 12 creators Digiday spoke with for this article. Meager ad sharing payouts, arbitrary posting requirements and termination of multiple platform-led creator programs has left creators questioning their relationship with major social media platforms and looking to be less reliant on monetization via the platforms themselves.
“I view it as gas money,” said Jack Appleby, part time content creator and creator consultant. “If you’re a creator and you hope the [social media] networks will pay you, it’s a fool’s errand. You need to go to the brand deals yourself.”
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Source:: Digiday
