Digital platforms are investing in product updates to support monetization tools and promotion features at an increasing pace.

This strategy is benefiting all parties by giving creators a way to continue to connect and build relationships with their audience, while the platforms themselves benefit by keeping their feeds full of high-value original content, driving desire from users to keep coming back for more.

The brands are pulling in a win as well, as they're able to partner with creative talent that has a handle on the latest tools and features so they can be part of early adoption and ultimately spike awareness quickly.

Nearly half of creators are earning at least something. 40% of those monetizers are earning more online than they were 2 years ago, while 77% of them only started doing so in the past year.

Top earners tend to be photography and creative writing-related but animation, design skills, film-making, and video editing aren't far behind.

For brands, the possibilities with creators seem to be endless as they're looking for more opportunities to monetize beyond the standard 'product endorsement'.

Platform monetization or bust!

YouTube and TikTok are going head to head over the monetization of short-form video content amidst this never-ending platform war, but YouTube Shorts may have won the battle... for now.

YouTube will offer creators the highest pay, allowing them to take home 45% of their ad revenue from Shorts in an effort to be THE place for creators. A huge bonus is that they're also taking into consideration artists, musicians, and songwriters who will be part of the revenue-sharing process.

Musician Jason Derulo commented saying, "The people that are deciding the pulse and the culture and successful songs are the kids coming up on social media... I want my music to be on your page… I can be seen and heard by way more people.”

Creators are excited about the coming revenue-sharing model, stating it's "liberating to be able to have top-performing videos that are 20 seconds or 2 hours long, and to be able to earn through both formats... this is a huge incentive for me to put all of my work into one place."

Walmart is launching its own beta of a content creator platform, with monetization opportunities baked in from the start - we'll see if the retail giant can keep up.

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