What Creators are ACTUALLY Making

What Platforms are Paying Creators (via Karat Insights)

A little while back, we launched Karat Insights, which compiles financial data from thousands of creators to show you what people are making and where you could be making more.

As everyone’s panicking about the potential TikTok ban, we wanted to remind you that TikTok pays the least of any social media platform.

Sure, creators are earning from brand deals and selling products via the platform. But the income pales in comparison to platforms like Twitch, Instagram, and YouTube for both platform earnings and overall income.

And the income breakdowns are even more fascinating.

For full-time creators with over 1M followers, here’s what their income breakdown looks like across TikTok, YouTube, and Instagram.

That 0.3% in platform payouts on TikTok is roughly $473 per year. That 28.6% from Adsense is over $90k per year. And remember, this is data from the same same set of creators.

This is all to say — if you’re worried about TikTok disappearing, know that the potential to replace your TikTok earnings on other platforms is…entirely possible. The brands you work with will follow you to other platforms, your audience will find you elsewhere, and you’ll certainly be able to recoup any platform earnings.

To unlock your free personalized report and see how you compare against other creators, check out Karat Insights.

Roblox Launches Creator Fund

Roblox has redone its Game Fund, now called the Creator Fund. They’re promising $500,000 in grants to approved participants.

Unlike other platforms that pay per view/engagement, Roblox is paying creators to fund their projects within the platform. They say the program is designed to support developers that want to push the boundaries of what Roblox can do.

Snapchat Launches Sponsored AR Filters

Snapchat just launched sponsored AR filters, a slightly different feature than they’re already-existing AR lenses. While lenses need to be selected before capturing an image, filters are applied after the photo is taken.

Now, brands can create augmented reality-based filters creators can add to photos and videos after they’re taken. We’re not sure what this looks like from an income standpoint, but we’re excited to see how it unfolds.

Quick Links

💄 UK content creator signs with Outshine Talent after selling $2M of beauty products via TikTok Shop in 1 week.

😬 Taylor Chay says she’s going bankrupt over creator taxes.

🫢 Elon Musk says hate speech won’t be removed from X.

🗞️ Nebula is breaking into news.

📺 YouTube is revamping their TV app to make it feel more interactive.

See ya next week,

Karat