Content creators have several business monetization options for their work. Many creators who leverage popular platforms, like YouTube and Twitter, capitalize on ad revenue and brand deals.
However, there are challenges to this approach. Many social media channels take the lion’s share of ad revenue, hindering a creator’s ability to profit from their content.
Since 67% of content creators sell some kind of product, this makes it apparent that influencers don’t solely rely on ad revenue.
In this blog post, we’ll explore the future of monetization for content creators, specifically focusing on diversifying income streams and vertical integration.
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The Platform Predicament for Ad Revenue
Relying solely on ad revenue for monetization may not be the most lucrative strategy. For example, receiving eight million monthly views on YouTube might only translate to a modest $8,000 in revenue.
YouTube generated $6.69 billion in ad revenue for the first quarter of 2023 alone. It’s safe to say that YouTube is taking the bigger cut of advertising pay – away from creators. This is a significant career issue that content creators are facing with little recourse.
Plus, any given social platform’s monetization models are often inconsistent and can change without warning, forcing creators to adapt to the platforms’ ever-evolving algorithms and policies.
No revenue stream from social platforms, for the creator, is consistently reliable for sustainable growth and longevity.
Furthermore, the revenue generated from these platforms might not reflect the true value of a creator’s content, because again, it’s all up to the hosting platform to decide how much it’s worth at the end of the day.
Business Monetization: Growing Independent as a Creator
To combat the unpredictability of platform-based monetization, creators have to diversify their income streams. They have to think of a wider business monetization model.
Direct ad sales have serious potential since they are worth 2-4X more than programmatic ads. This could yield a more substantial income than relying on platform ads. By cutting out the middleman (the platform), creators can negotiate better deals with advertisers and maximize their earnings.
A few more ways to that content creators can diversify their income sources to become more independent from online platforms include:
- Merchandising: Selling branded merchandise can be a significant revenue stream. This can include items like t-shirts, hats, mugs, or any product that resonates with their audience.
- Crowdfunding and Patronage: Platforms like Patreon or Ko-fi allow creators to receive funding directly from their audience. Supporters can provide recurring payments or one-time donations, often in exchange for exclusive content or perks.
- Affiliate Marketing: Creators can earn commissions by promoting products or services and including affiliate links in their content. When a viewer clicks on these links and makes a purchase, the creator earns a percentage of the sale.
- Offering Online Courses or Workshops: If a creator has expertise in a particular area, they can create and sell online courses or conduct workshops, webinars, or live training sessions.
- Writing and Publishing: Creators can write and publish books, e-books, or guides related to their content. This can include instructional books, narrative works, or any content that would interest their audience.
- Consulting Services: Offering personalized advice, consulting, or coaching services in their area of expertise can be a lucrative income source for creators.
- Subscription-Based Content: Creators can offer premium content on a subscription basis, where viewers pay a recurring fee for exclusive content, early access, or additional features.
- Licensing Content: Creators can license their content to other media outlets or companies for use, which can provide a steady income stream.
With this approach, creators can provide valuable content to their viewers while earning a decent profit.
The Promise and Challenges of Vertical Integration
Vertical integration is a revenue model where creators build their own companies or products.
For instance, instead of accepting a brand deal for a fixed sum, creators can develop their own products or services and promote them on their channels, capturing the full value of their content while promoting their channel even more.
Selling branded products is one of the most popular vertical integration strategies. Creators can create items related to their content and promote them to their audience.
This is an attractive alternative to platform dependence since creators can control the production and distribution of their products or services. In addition to helping creators fund their content, this unlocks more revenue streams.
But vertical integration can be a double-edged sword.
While it offers notable advantages, it comes with some challenges. Creating products and managing a business is time-consuming and demanding. Creators must balance content creation with entrepreneurship, which comes with additional skills and resources.
What’s the best course of action then? Creators entering the market must offer something unique or of high quality to succeed. Building a brand and a successful product takes a well-thought-out strategy, which can be difficult to manage while also creating content.
Brand Deals Are Still the #1 Revenue Driver for Content Creators
Brand deals act as a stabilizing force for content creators, providing reliable business monetization and a diversified income stream built on relationships and shared vision.
The majority of revenue produced by content creators is still from direct brand deals (or influencer marketing affiliations):
Beyond the immediate financial boost, brand deals expose creators to broader audiences. When a creator aligns with a brand, the collaboration introduces their content to the brand’s established audience, leading to increased visibility and potential follower growth.
Takeaway: Successful brand deals are not just transactions, they are the foundation for enduring relationships. As creators consistently deliver value, brands are more likely to engage in recurring partnerships, fostering a steady and sustainable revenue stream over time.
Last Word on Business Monetization for Creators
Content creators and businesses must think beyond platform-based monetization. While channels like YouTube and Twitter provide valuable exposure, they have limitations and uncertainties when paying their users. They should never be relied on as the sole means of driving revenue as a content creator.
Creators should look for other ways to drive revenue by exploring direct ad sales, brand deals, and building their own brands and products if they have the means.
Vertical integration is becoming a more popular revenue-boosting method for online creators. Creators can have greater control over their products and services, enhancing the potential for higher earnings. However, it’s not a straightforward path and requires dedication, time, resources, and a willingness to adapt to the changing digital landscape.
The future of monetization for businesses lies in a creator’s ability to take control of their financial destiny. If creators move away from relying on ad revenue from social platforms like YouTube and explore alternative revenue streams, they can unlock their full earning potential and build long-term staying power and financial success.
If you’re ready to drive sustainable growth for long-term success, Single Grain’s growth experts can help!👇
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