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Instagram and Facebook plan to pay out over $1 billion to creators
Instagram; Samantha Lee/Insider
The top influencer news of the week includes Facebook's new $1 billion commitment to creators and tips on how to get hi...
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Instagram and Facebook plan to pay out over $1 billion to creators

The top influencer news of the week includes Facebook's new $1 billion commitment to creators and tips on how to get hi...

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Hello, this is Dan Whateley, filling in for my colleague Amanda Perelli while she's out on vacation. Welcome back to Insider Influencers, our weekly rundown on the business of influencers, creators, and social-media platforms. Sign up for the newsletter here.
In this week's edition:

Send tips to dwhateley@insider.com or DM me on Twitter at @dwhate.


Instagram and Facebook plan to pay out over $1 billion to creators

Facebook is getting ready to shell out some serious cash as it continues its push to court creators.

On Wednesday, Mark Zuckerberg announced that Facebook and Instagram will spend over $1 billion through 2022 to pay users through a slew of new monetization programs.

It can be difficult to keep track of all the pilots the company has been testing, which is why Sydney Bradley put together a guide highlighting each effort.
Here are a few takeaways:
  • Instagram is rolling out a program called the "Reels Summer bonus" in the next few weeks to pay a select group of US influencers who post short videos on the app.

  • Bonus payments are also expanding to include users who post videos and use in-stream ads on Facebook's app.

  • And Instagram is inviting select US creators to earn a one-time bonus for signing up for IGTV ads (Instagram's only ad revenue share program).

Read the full breakdown on all of Facebook's plans to pay creators in the next year, here.

Instagram and Facebook plan to pay out over $1 billion to creators
Katherine "Katliente" Pan Katherine Pan

How much money a Twitch streamer with 29,000 followers earns in a month

Katherine "Katliente" Pan is a Twitch streamer who plays Valorant and League of Legends.

She tried streaming on-and-off starting around 2019, but said she really started finding success on Twitch after posting on TikTok (278,000 followers).

Michael Espinosa spoke with Pan about how she earns money and her plans to grow her business as a creator.

  • Pan doesn't make money directly from TikTok, but uses the platform to drive followers to other apps that she can then monetize.
  • She earns about $1,800 to $4,000 each month from sponsorships, product commissions, Patreon, Twitch subscriptions, donations, and advertising.

  • To make her monthly income more stable, Pan is currently looking to join an esports organization, find a part-time job, and monetize videos on her YouTube channel.
Check out the full breakdown of Pan's earnings, including the specific amounts she earns from each revenue source, here.
Instagram and Facebook plan to pay out over $1 billion to creators
Lauren Flaus, TikTok's university recruiting lead for the Americas. TikTok

How to get a job at TikTok and navigate its interview process

TikTok has been staffing up in 2021 as its user base continues to explode, recently crossing 3 billion downloads globally.

But the company is still a relative newcomer to the US tech scene, and its hiring process is less well known than the app itself.

I spoke with Lauren Flaus, TikTok's university recruiting lead for the Americas, to learn more about how to get a job at TikTok.
  • One area of focus for TikTok's recruiting team is the company's new video resume program where prospective hires can upload a video to TikTok to publicly pitch themselves for a job.
  • Creating a TikTok video resume is optional and carries greater weight for marketing applicants versus technical hires.

  • Job applicants should make sure they're well versed in TikTok's features and current user trends, as they could be asked about it during an interview.
Read more about TikTok's hiring process and what to expect during an interview, here.
Instagram and Facebook plan to pay out over $1 billion to creators
Aquarium Co-op

How 2 YouTubers earn over $10,000 per month from channel memberships

Paid memberships have been a trending revenue stream in the influencer world in the past year.

Amanda Perelli dug into YouTube's channel memberships feature, speaking with two creators who have leaned into the revenue tool.

Here are a few takeaways:
  • Over 140,000 channels earned money in December from paid digital goods (which include channel memberships), according to YouTube.

  • YouTube creators offer membership tiers that include access to exclusive content, loyalty badges, and other fan perks.

  • Jeff Thorman's YouTube channel Home RenoVision DIY (1.8 million subscribers) earns an average $15,000 to $17,000 a month from his membership program.

Read more about how YouTube creators can make money from memberships, here.

More influencer industry news:

TikTok
Instagram

Instagram and Facebook plan to pay out over $1 billion to creators
The cast of the "Gossip Girl" reboot. Gotham/GC Images/Getty Images

TikTok hashtag of the week:

Every week, we highlight a top trending hashtag on TikTok, according to data provided by Kyra IQ.
  • The percentage uptick for the last 7 days: 8,984%

  • A reboot of the show Gossip Girl returned to HBO Max last week. The streamer hired TikTok influencers to promote its release, driving over 6 billion video views that featured #GossipGirlHere.


Here's what else we're reading:

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