Creator sentiment on monetisation

Key take-away: Content creators across various platforms feel unrewarded and undervalued for their contributions. Many creators have expressed dissatisfaction with the current monetisation models, policies, and the uneven distribution of revenue generated by their content on traditional social media platforms.

Key evidence

HypeAuditor State of Influencer Marketing Report (2022): 45% of influencers believe that social media platforms do not provide fair compensation for their work. This sentiment is especially strong among micro and nano-influencers who face challenges monetising their content effectively.

The Recreate Coalition Survey (2021, US): Nearly 70% of over 1,000 content creators surveyed feel they are not being adequately compensated for the content they produce, especially given the significant revenue platforms generate from advertising tied to their content.

Influencer Marketing Hub Report (2021): About 60% of creators expressed dissatisfaction with the monetisation opportunities provided by social media platforms, citing issues such as high platform fees, unfair revenue-sharing models, and the inconsistency of income.

YouTube Ad Revenue Sharing Model: YouTube retains 45% of ad revenue, leaving 55% for creators. While some top influencers earn significant revenue, most creators, especially smaller ones, find it difficult to generate sustainable income under this model.

#YouTubeIsOverParty and #FacebookFail Hashtags: These campaigns reflect widespread dissatisfaction among content creators, who protest against perceived unfair practices, lack of transparency, and the disproportionate benefits platforms gain from their content.

Evidence of a shift toward alternative platforms

A significant number of creators are moving away from traditional platforms to explore alternative platforms like Patreon, OnlyFans, Ko-fi, Substack, and others that offer more direct and transparent ways to monetise content. This trend shows a growing sentiment among creators for more rewarding and equitable monetisation opportunities.

The rise of Creator DAOs and NFT-based monetisation is further evidence that creators are seeking control over their content and compensation, aligning with the Web3 ethos of decentralised ownership and fair reward distribution.