August 16, 2022

Everything’s Coming Up, Creators

Alyssa Denton

Before we know it, children will grow up wanting to be “content creators.” Years ago, the goal of being influencers and content creators was strictly for eliminated reality TV stars and grown-up YouTube beauty gurus—it is easier now than ever to get your start in social media stardom, thanks to each channel’s creator network. So what does each channel have to incentivize the growing creator community to prioritize production? Let’s dive in.

Meta and Instagram

Instagram has been a hot spot for influencers, with influencers charging anywhere from $100 to over $1 million per post. According to a new analyst report, “Instagram is on track to capture nearly 3x the amount of influencer marketing spend compared to TikTok in 2022—or $2.23 billion spent on Instagram compared with the $774.8 million spent on TikTok.” Last year, CEO Mark Zuckerberg announced that by the end of 2022, Facebook and Instagram plan to invest more than $1 billion in creator monetization programs.

With the introduction of Instagram’s Creator tools, there are a plethora of ways you can earn:

  • Instagram Live Badges: Users can send monetary badges or tips during Instagram Live.
  • Instagram Reel Play Bonus Program: Creators earn money based on the performance of their Reel. Payout is calculated by the number of views a creator gets on their Reels throughout 30 days in the program.
  • Branded Content: Creators can be paid by brands to post content surrounding their products.
    Here is an example of an ad that creator @MikaylaJMakeup did with e.l.f. Cosmetics and Dunkin’ Donuts.
  • Shopping: Sell your merch on Instagram by easily allowing users to shop photos and videos.
    Via mobile, you can see creator @ReneeLParsons selling her PXG hat through Instagram shopping.
  • Subscriptions: Earn a recurring monthly income by offering exclusive content and experiences to your most engaged followers.
    Head to this profile via mobile to see an example of creator @ArieJr using subscriptions.

To participate in these monetizations, users must comply with a set of rules called Instagram Partner Monetization Policies, follow payment terms, develop an established presence, follow rules surrounding promoting politics, and avoid systemic violations. So what this will mean for brands is that Instagram has begun testing a portal in the app where “brands can now use data and unique filters to discover and select the best creators for their campaigns. Then they can organize shortlists to easily manage multiple campaigns.”

TikTok

One of the newest social media channels has really become a pioneer in the creator space. TikTok’s Creator Next program launched alongside its $200 million creator fund in 2020 and, by 2023, is expected to reach $1 billion. Similar to Instagram, there are many facets of the Creator Next program:

  • Creator Fund: Receive funding for video views and interactions. To participate, users must agree to the TikTok Creator Fund Agreement, be at least 18 years old, and have at least 10,000 followers and 100,000 video views in the last 30 days.
  • Creator Marketplace: This dashboard is a space where brands can invite creators to join campaigns and get paid directly through the platform. Through the marketplace, brands invite creators to be a part of branded partnerships and branded missions.
    Branded Content: Requires creators to disclose that they received a free product or financial compensation from a brand to endorse or discuss their product. Brands can choose to turn videos into ads and repurpose content onto their own feeds.
    Branded Missions: Allow for brands to challenge creators to make TikTok content—the reward for creators is that brands will turn top-performing videos into ads, thus increasing impressions for the creators.
    Brands such as Charlotte Tilbury have used Branded Missions to promote their hashtag and filter #QUICKANDEASY, which has over 203.1 million views.
  • Tips: Tips allow viewers to send creators (with over 100,000 followers) money.
  • Video and Live Gifts: Viewers can send gifts and funding through Video and Live content to followers with over 1,000 followers.

To join TikTok Creator Next and gain access to each additional funding opportunity, users must be 18 years of age or older, have at least 10,000 followers and 1,000 video views, have posted on TikTok at least three times in the last 30 days, and have an account in good standing. Brands that utilize the creator marketplace can search for creators who fit their criteria and reach out directly via the app.

Additional Channels

While TikTok and Instagram have the most extensive creator networks, many other social channels are prioritizing creators and helping them get paid. We’re keeping our eyes on:

  • Twitter: Twitter introduced Super Follows, where followers can subscribe to exclusive content ranging in subscriptions from $2.99, $4.99, or $9.99.
  • YouTube: Prior to Instagram and TikTok, YouTube was well-known to be the best place for creators to make money. Creators made revenue from ad content, the YouTube Partner Program, Super Chat, and Super Stickers (where fans can purchase and gift to creators).
  • Pinterest: Pinterest’s five-week Creator Fund program offers financial and educational training, resources, and one-on-one support for creators with 1,000 to 10,000 followers. Pinterest has stated that “on average, past participants gained 60% more followers on Pinterest after completion of the program. They also saw an increase of 2.9x Idea Pin impressions and 72% more monthly views compared to their previous performance.”
  • LinkedIn: Even LinkedIn is leaning into creators. LinkedIn’s Creator Mode is a profile setting on your dashboard that can help you grow your reach and influence on LinkedIn. By using creator mode, users have access to additional tools and features that help them create content.

At Likeable we find that using influencers and content creators can be an essential tool in your social media strategy. Utilizing creators allows brands to find new niche audiences all while knowing they are receiving high-quality content. Currently, Likeable uses tools such as Upfluence and Mavrck to find and reach out to different creators. However, as the creator landscape continues to shift, Likeable is excited to begin shifting to reach out via creator networks.

Creator profile channels are constantly changing with the social landscape. It’s essential to know as brands how we can best reach creators and as creators what steps we should take to ensure that brands are finding content. This is one of the best times to be a content creator because users respond to the organic user-generated content feel, and brands are ready to grow their influencer programs. As brands, channels have begun optimizing the easiest ways for us to find the best influencers for our brands and products.

Being a creator and using creators has never been so prioritized in social strategies; are you taking advantage of it? Contact us and we can help you get started.

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