3 min read
The creator economy is booming, with content creators expected to generate over $15 billion from social media this year. But with so many platforms vying for their attention, where should creators focus their efforts to maximize earnings? From YouTube’s well-established monetization model to TikTok’s evolving rewards programs, here’s a breakdown of how today’s biggest platforms are paying creators.
YouTube
YouTube is the most popular medium for content creators looking to earn money beyond brand sponsorships. YouTube launched the YouTube Partner Program (YPP) in 2007 to generate cash from shared advertising profits.
- Revenue Split: 50/50 for long-form videos, 45% for Shorts (with YouTube keeping 55%)
- Eligibility: 1,000 subscribers + 4,000 watch hours (last 12 months) OR 10 million Shorts views (last 90 days)
YouTube rewards artists whose content exceeds the length of a short video since consumers prefer to watch longer films over shorter ones.
Snapchat
Snapchat has made tremendous efforts in recent months to grow its creative base, which has begun to yield apparent results. The number of participating creators in Q3 2024 increased by 50% over the previous year. The Snapchat Monetisation Program combines a single method for earning money that accepts payments for both Stories and Spotlight content.
- Eligibility: 50,000 followers + one of the following in the last 28 days:
- 10 million Snap views
- 1 million Spotlight views
- 12,000 hours of viewing time
- Posting Requirements: 25 posts per month + activity on 10 of the last 28 days
Snapchat offers financial incentives to creators who can meet the platform’s stringent requirements.
TikTok
TikTok offers several ways to monetize content, including its revenue-sharing model and the TikTok Creator Rewards Program.
- TikTok Pulse: 50/50 revenue share for top-performing creators (top 4% of videos)
- Creator Rewards Program: Dynamic Revenue Per Mille (RPM) model
- Eligibility: 10,000 followers + 100,000 views in the last 30 days
The newly revamped TikTok rewards system intends to provide creators with greater financial security through its improved payment structure, which addresses early program criticism of inadequate payouts.
Meta (Facebook & Instagram):
Meta (Facebook & Instagram) has different techniques to compensate content providers. Instagram’s in-stream video advertising were replaced by Reels in 2022, and its Facebook Content Monetisation program is currently in beta.
- Past Revenue Share: 55% for Facebook Reels ads
- Current Status: Invitation-only, with details still unclear
Meta’s lack of transparent monetisation parameters drives creators to platforms that provide genuine revenue-sharing mechanisms.
X:
X introduced a revenue-sharing program in July 2023, but details remain vague.
- Eligibility:
- X Premium or Verified Organization subscription
- 5 million organic impressions in the last 3 months
- 500 verified followers
- Payment Frequency: Biweekly, minimum $10 per payout
The biggest drawback is, X’s earnings depend on engagement from Premium users, making it harder to predict payouts.
New Players Entering the Creator Monetization Arena
Several other platforms are also making moves to attract creators:
- Reddit: Allows creators to earn through its Earnings Program (requires a verified Stripe account)
- Substack: Launched a $20 million creator fund to encourage paid newsletter subscriptions (for U.S. creators earning $2,000/month in recurring revenue)
- Spotify: Launched its Partner Program in February 2025, offering a 50% ad revenue share for podcasters meeting these criteria:
- Hosted on Spotify for Creators
- 12+ episodes published
- 10,000+ consumption hours in the last 30 days
- 2,000+ unique streamers in the last 30 days
No single platform can guarantee success, which is why the smartest creators diversify their revenue streams. YouTube still reigns supreme for reliable monetization, TikTok and Snapchat offer strong short-form incentives, and new players like Spotify and Substack are opening up fresh opportunities. For those looking to make a living as a creator, the key is simple: build an engaged audience, understand each platform’s monetization rules, and never rely too heavily on just one source of income.
