Firstly, platforms need influencers. So much so, that they’re even building them into their company structure.
For instance, TikTok launched Creator Fund, to hand out £231M over three years to influencers hitting over 100k monthly views.
Likewise, YouTube Shorts creators were set to earn up to £100M last year, in line with the newly founded YouTube Shorts Fund.
This allows creators to earn a living amidst changing guidelines and ever-increasing competition. However, do you remember YouTube’s ‘Adpocalypse’ back in 2016? Where channels were punished with mass ad removal? It still stings.
Apparently, 97.5% of YouTubers don’t even reach the U.S. poverty line, so side hustles have become a second nature to many…
Last but not least, there’s crowd funding. OnlyFans, Cameo, Pearpop, and Patreon have contributed billions to the creator economy, with the latter earning $2B for influencers in 2020 alone.
As mentioned, by dealing directly with followers, influencers will bypass platform restrictions to earn a buck. For example, instead of risking their IG for a risqué picture, they can cross over to another platform. Due to this, creators can now have different stations for different audiences.
Celebrities are no stranger to this either. Head to Cameo and get a birthday wish from the likes of Snoop Dogg and Reece Witherspoon, secure in the knowledge that 75% of the booking will end in the creator’s pocket.
In conclusion, the creator economy is firing up. Your brand needs to get involved. Hit us up at firstname.lastname@example.org to see what doors we can open for you. We look forward to hearing from you.