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New Study Highlights the Significant Variance in Top Creator Earnings on YouTube Versus TikTok

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New Study Highlights the Significant Variance in Top Creator Earnings on YouTube Versus TikTok

Hey, want to see the biggest existential threat to TikTok represented in a single chart?

As you can see in this graph, put together by MoneyTransfers.com, while TikTok is the trending app of the moment, and is on track to exceed 1.5 billion total users in 2022, which would make it one of the top three social apps in the world by usage, the biggest threat to that growth remains monetization potential, with creators able to make a lot more money on YouTube instead.

Add to that the fact that YouTube Shorts is also rising as a key content consideration, and it would make sense that more creators will eventually gravitate towards YouTube instead, for all their content posting needs.

Because why post to TikTok when you can build your audience on YouTube instead, where you can make a lot – a lot – more money?

Anyone who regularly reads Social Media Today will have seen me write about this many times in the past, with the most direct comparison here being Vine, which was eventually shut down because parent company Twitter couldn’t give the app’s top stars a better revenue-share deal.

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Back in 2015, at the height of Vine’s popularity, a group of the app’s most popular creators, including Logan Paul and Amanda Cerny, met with Twitter management to discuss revenue share, and how Vine could improve its offering.

As reported by Mic:

The stars had a proposal: If Vine would pay all 18 of them $1.2 million each, roll out several product changes and open up a more direct line of communication, everyone in the room would agree to produce 12 pieces of monthly original content for the app, or three vines per week.”

Twitter refused, which then saw these top creators drift off to Instagram and YouTube instead, where they all became big stars, making millions of dollars.

With its top creators no longer posting, and its audience no longer checking in regularly, Vine usage started to decline, which eventually lead to the decision to shut down the app in late 2016.

TikTok, while it’s now far bigger than Vine ever was, could indeed suffer the same fate, with creators already bristling at its low creator payouts. And with no form of direct monetization available – because you can’t insert mid and pre-roll ads into short video clips – TikTok is reliant on creators organizing their own brand sponsorship deals, and integrating commerce listings into their process, which they don’t have to do on YouTube.

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On YouTube, you simply sign up for the Partner Program, create an AdSense account, and watch the money start coming in. You do have to meet certain thresholds, of course, to qualify for monetization, but essentially, YouTube’s system enables you to get paid for simply creating content.

That’s not how it works on TikTok.

But then again, TikTok’s just getting started, and sure, the top earners graph doesn’t look great. But that doesn’t account for other off-platform deals and opportunities that can stem from TikTok’s cultural influence.

The DÁmelio sisters have their own TV show. Addison Rae was the star of a Netflix movie. Khaby Lame has signed with fashion label Boss. There’s more to TikTok that direct revenue in this sense.

That’s another way to look at it, but then again:

TikTok versus YouTube earnings

All of these YouTubers have admittedly been at it for years, while TikTok has only been a thing for a short time, and there may well be new opportunities coming to TikTok that facilitate new forms of monetization.

As such, it’s not the whole story – but again, the data, as it stands, shows that creators would be much better served by building their audience on YouTube, which also isn’t facing the same scrutiny, and potential for removal, that TikTok still is.

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TikTok’s still developing, it’s still refining its models. But this remains the most significant threat to its ongoing growth potential.  

The charts above capture this in the best comparative detail.

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.

The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.

According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.

Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.

Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.

The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.

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This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.

Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.

As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?

Only time will tell.

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Catering to specific audience boosts your business, says accountant turned coach

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Catering to specific audience boosts your business, says accountant turned coach

While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.

When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.

“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.

Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.

“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.” 

“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.

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“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.

Watch the video for more of Sandra Parker’s biggest lessons.

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Instagram Tests Live-Stream Games to Enhance Engagement

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Instagram Tests Live-Stream Games to Enhance Engagement

Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.

As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.

That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.

Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.

That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.

Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.

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Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.

We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.

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