Social networks have not yet figured out how to pay creators for their short videos. TikTokfor example announcements last week that it will begin testing revenue sharing with selected creators; Instagram said the same thing in February. Both already have special funds to pay the creators, but they evoke mixed emotions, with many saying they are disappointed with the low payouts, especially the $ 1 billion TikTok Creator Fund.
With this in mind, we decided to look at how some of the largest social media platforms structure their advertising. All apps, except TikTok and Instagram, currently give creators a share of advertising revenue. (Instagram previously shared ad revenue with creators who posted videos on IGTV, a format that was removed in March.)