Recent adjustments in revenue share deals by platforms like YouTube and Twitch are significantly affecting influencers’ income and content strategies, as they adapt to a tightening ad-funded business environment amidst economic challenges.
Published On: November 4, 2022
We’ve recently seen platforms such as Youtube and Twitch set up new revenue share deals with creators or amend existing ones. As the battle to attract creators heats up, how successful have they been?
Creators are following those changes very closely as they impact their livelihood, especially in periods of economic flux.
WeArisma’s CEO Jenny Tsai, comments on how the changes impact influencers, “[Influencers] have to think about how they connect to the different audiences, whether they need to create different content — it creates more work”. “These rev share changes affect their income, it’s a matter of whether they can pay their rent or not.”
Why have platforms made changes to creator ad revenue shares given the recent economic climate?
Jenny Tsai, “There’s less advertising dollars to go round, these [social media platforms and creators] are ad-funded businesses. People wanted to boost their audience sizes and therefore their ad revenue share.”
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Both influencer marketing and traditional advertising can achieve broad reach and foster trust—yet they do so with different strengths and challenges. Influencer marketing builds trust through personal, authentic endorsements that resonate with targeted audiences, often leading to higher engagement and a sense of community. Traditional advertising, on the other hand, leverages the credibility of established platforms and can quickly raise brand awareness across a wide audience.
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