CREATOR ECONOMY NEWSLETTER
Issue #91 | Dec. 13, 2022
Top-earning YouTubers rake in millions of dollars each year from brand deals, merchandising, and launching product lines.
While TikTok won the attention of many Gen Zers, the top earner on TikTok in 2021, Charli D’Amelio, only earned $17.5 million. That’s less than what the top nine YouTube monetizers made in 2021.
With that monetization potential, YouTube will likely hold its stake and continue to grow in the new year. This week, Passionfruit contributor Rachel Kiley takes a look at the numbers behind YouTube’s top earners, assessing how they got there and what we can learn from their stories.
– Grace Stanley, Newsletter Editor
TOOLS REVIEW
10 of the top-earning YouTubers of all time—and what we can learn from them
Which YouTubers became the richest, and what can we learn from them?
By Rachel Kiley, Passionfruit Contributor
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ONE GREAT TIP
“Immerse yourself into the culture and content of video creation. I think understanding social media and being primarily a consumer of good content is an understated factor that contributes to a creator’s success.”
—Food creator KWOOWK on understanding internet culture. Read more in our October 2022 interview.
THE HIGHLIGHT
What the Sophia Rosing case reveals about racism and the viral economy of Black trauma
It is essential for creators to unpack how virality around an incident of hate is profitable for social media platforms.
By Prince Shakur, Passionfruit Contributor
TIPS AND TRICKS
Personality-driven content creator Sol Carlos discusses the importance of spontaneity
“You don’t need a fancy camera, an extensive, elaborate set, or a fancy outfit to go viral. You only need a memorable personality.”
By Grace Stanley, Newsletter Editor
IN THE BIZ
- John Green left Twitter.
- Instagram cut creator payments for Reels once again. (via the Information)
- Twitter dissolved its Trust and Safety Council. (via AP News)
- Fashion influencer Arielle Charnas’ business is failing, according to more than 20 former and current employees. (via Insider)
- Celebrities are being sued for promoting Bored Ape NFTs. (via the Hollywood Reporter)
- Meanwhile, a lawsuit against celebrities promoting crypto project EthereumMax was dismissed. (via CNBC)
- TikTok is being sued for false claims surrounding user data and age-appropriate content. (via CNN)
- Creator technology company Jellysmack laid off 55 employees. (via the Information)
- MrBeast joined the video game Fortnite to launch a $1 million challenge and sell digital skins. (via the Verge)
TIKTOK MADE ME DO IT
This is one of our favorite uses of the viral mirror filter yet.
