Content creation vs monetisation: Why so few content creators are influencers

The term "influencer" conveys a sense of authority and impact, yet the journey to attaining this status doesn't come without challenges. Driven initially by personal passion or interests, influencers often navigate content creation without a deliberate strategy for generating income. Although the nuances of creation and brand discovery are gradually honed, the balance between creativity and revenue often leaves creators asking themselves: Can one influence without a stable and sustainable income?

According to Influencer Marketing Hub, the creator economy, the fastest-growing digital media sub-industry, will create $480 billion in income by 2027. In today's digital age, abundant opportunities exist to share stories, skills, and insights with a global audience. However, many content creators need help monetising their efforts successfully.

Content creator or influencer? Navigating the disparity

On various platforms, terms like "content creator" and "influencer" are often used interchangeably. Are they the same, or do they signify distinct roles?

Content creators produce diverse content driven by passion, creativity, or the desire to share valuable information, often prioritising craft over income. In contrast, influencers leverage their brand to endorse products and ideas, with income as a potential aspect. However, not all influencers prioritise monetary gains; some focus on authenticity and sharing content they are genuinely passionate about.

Emerging content creators often encounter challenges in achieving effective monetisation, impeding their path to influence. Social media platforms historically prioritise user engagement, driven by ad revenue, sidelining monetisation. Unlike established celebrities benefiting from brand partnerships, many creators face hurdles. The prevalent ad revenue model leaves numerous creators struggling with financial instability, hindering the pursuit of a sustainable livelihood. Fast forward, and platforms are beginning to recognise content creators' pivotal role in their success. Monetisation models on platforms like Instagram, YouTube, and others are undergoing significant transformations, signalling a shift toward a more equitable relationship between creators and platforms.

Turning passion into profit: Content monetisation challenges and winning strategies

Content monetisation in a multi-platform universe: Content creators grapple with the complexity of diverse social media platforms, each with unique content formats and algorithms. From TikTok's rapid, bite-sized content to YouTube's detailed videos, navigating these intricacies can be challenging. Evolving algorithms, influencing visibility and virality add complexity. As seen with TikTok facing potential removal from major app stores, platform dynamics emphasise the importance of placing only some creative eggs in one basket. Additionally, creators can overcome this by tailoring content formats to each platform's strengths, maintaining a consistent brand identity, staying informed about algorithm changes and utilising analytics tools to offer valuable insights for optimisation.

Growing competition for brand collaborations: With the rise of the creator economy, brand marketers typically prefer content creators with substantial followings, while emerging content creators face a formidable challenge. The intense competition makes success an uphill battle, requiring a delicate balance between content creation and effective monetisation strategies. However, within this challenge lies a strategic opportunity. While brands may traditionally lean towards influencers with massive follower counts for broader reach, there's a noticeable shift in recognising the value of micro and nano influencers. As per Hubspot, micro-influencers generate up to 60% more engagement than macro-influencers. This changing perspective opens doors for up-and-coming creators to set themselves apart. Embracing this challenge strategically allows creators to appeal to brands seeking authentic connections and genuine engagement, offering a unique way to shine amidst a sea of established figures.

The “platform play”:  Many creators need a more strategic approach and awareness of available avenues to engage their target audience and monetise their content effectively. This is compounded when creators miss out on untapped monetisation opportunities. To overcome this, exploring monetisation strategies such as Performance Marketing Campaigns (PMCs), affiliate marketing, and creating exclusive content on platforms like Patreon and Instagram is vital. It's all about finding the right balance between providing value to your audience and earning fair compensation for your hard work and creativity.

Final thoughts

A 2022 Kalaari report reveals less than 0.2% of creators can monetise effectively. The intricate balance between monetisation and content development highlights the challenges many content creators face in establishing themselves as influencers.

The demands of understanding digital marketing intricacies, keeping up with algorithmic changes, and effectively deploying monetisation tools create a knowledge gap that hinders success, particularly for newcomers. Empowering creators to monetise their content effectively involves a multi-faceted approach. Platforms must offer accessible and transparent monetisation models, supplemented by educational resources on financial strategies, brand collaborations, and audience engagement. Industry collaborations, mentorship programs, and networking opportunities can connect creators with experienced professionals who can share insights and guide them through the intricacies of monetisation.