Every day, more and more people use social media all over the world. According to a survey by Statista, this year alone, the platforms surpassed 4.5 billion users – a number that could reach 6 billion in 2027. Far beyond their common use, creators take advantage of these tools to make money. But, after all, how much is it possible to earn from TikTok, Instagram or YouTube?
In the midst of a global crisis, it is unlikely that many have not already thought about starting an influencer career or tried to go viral on apps to earn an extra income – or, who knows, the main one. Therefore, many platforms have encouraged their creators by paying them a portion of the ads displayed in their content.
O TikTok, for example, keeps 50% of advertising revenue; the other 50% are for verified users, that is, those with 100k followers or more. The platform pays them through the Pulse program, which began operating last May.
TikTok’s new rival, recently, the YouTube announced that he will share ad revenue with those who create Shorts from January 2023. However, he will pay slightly less than his competitor: 55% will stay with the company; 45% will be for users. For those who produce long videos, nothing changes: they will continue to receive 55%.
O Instagram, from Meta, also shared part of the revenue from ads shown during videos, even though they kept 55% for themselves. Last February, however, the social network decided to discontinue this business model to focus on Reels.
For now, just the Facebook continues to pay 45% of ad revenue to creators as long as they are shown during the videos and on the Reels shown on the platform.
O Snapchat, in turn, does not disclose what percentage of earnings from commercials it shares with its creators. However, according to a report by the Varietythe app may have paid over $250 million to over 12,000 users in the Spotlight program in 2021 alone.
Twitch was the best paying platform, but…
Severely criticized, the Twitch announced that it will change the way it divides revenue with streamers.
As of June 2023, the top performers will continue to receive 70% and the platform will maintain 30% retention. Here’s the “cat leap”: this only applies to the first $100,000 they accumulate. Then the division is equal: 50/50.
Caught by surprise, the creators began to express such dissatisfaction in lives and on other social networks. They actually felt that Twitch was “cutting” their salaries by 20% while investing millions in celebrities at TwitchCon.
Fact is: when it comes to revenue sharing, creators don’t have much stability. Depending on how the global economic environment is, or even a company, rates can change more frequently than usual — and they don’t always come out clearly.
the deceased vine is an example of this instability in the ad program. After being bought by Twitter in 2016, the company announced that it would close for not being able to support content creators.
At the time, the company explained that the decision was due to the competitors that were emerging, the lack of monetization and the (few) advertising options.
It is precisely in the face of this uncertainty that creators seek to diversify their earnings, whether by betting on affiliate programs or advertising contracts directly with brands.