How TikTokers are turning to YouTube and email newsletters to make more money as they grapple with short video app engagement and potential ban looms

  • TikTok’s rapid growth during the pandemic has forced many creators to build profitable brands.
  • However, the creators of the app report that the number of views is declining, which affects their earnings.
  • Several TikTokers are now making money outside of the app, such as through email campaigns.

Some TikTok influencers are diverting their time and energy to other platforms to make more money, grow their audience, and build permanent content homes.

At the height of the pandemic, thousands of app users saw their videos go viral. As their following grew, they were able to build personal brands and accumulate wealth by partnering with brands on paid campaigns and joining the TikTok Creators Foundation, which paid them based on views, comments, and likes on their videos.

However, the ability for creators to monetize on the social media platform has become much more questionable. Low payouts from the creator’s fund have caused several TikToker users to leave the app entirely. Meanwhile, the threat of a potential TikTok ban in the US has left some creators questioning the app’s longevity.

The ten creators that Insider spoke to are moving to YouTube for the first time this year, primarily to access the platform’s new revenue-sharing model, which included Shorts in YouTube’s partner program in February.

“YouTube has been prioritizing monetization since day one, so I just think the payouts will be much better,” Ayomi Samaravira, who posts career tips on TikTok, told Insider.

Learn more about why TikTokers, who thought they would never try YouTube, are now using it, from its revenue-sharing model to their fears of a TikTok ban.

These creators are experimenting with longer content, relying on YouTube’s SEO-optimized platform and repurposing their TikTok videos for shorts.

To be clear, most creators are not giving up on TikTok. Some are focusing their efforts on making their content more searchable and SEO friendly, as these five creators did to help get their videos into search.

Learn more about how influencers are making their TikTok videos more SEO-optimized to increase reach in what is now Gen Z’s search engine of choice.

Other TikTokers are moving to email newsletters to create a more permanent source of income.

When education creator Carlynn Green saw her TikTok views plummet, she spoke to her contact on Teachable, an online platform where she sold paid courses. They encouraged her to start a free email newsletter where subscribers could access all of her related resources in one place and receive regular updates from Green in their inbox instead of browsing social media. So far, she has amassed 25,000 followers in four months.

“It helps to centralize the process of interacting with your community,” she said. “This, in turn, helps your content evolve because you get a better idea of ​​what your audience wants to see from you and what resources they need.”

Learn more about how Greene has grown her newsletter and why she thinks more influencers should try this strategy.

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