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Not only have marketers been pausing ad spend en masse, YouTube is also battling TikTok for audiences and content creators. Industry insiders credit Mohan with building out the ad products that made YouTube Google's main growth engine for so many years. Tal Chalozin, CTO and cofounder of the adtech company Innovid, said that Mohan's expertise stretches across all of YouTube's ad business, particularly adtech. "He was leading product for the launch of YouTube Premium and YouTube TV, and the growth of YouTube Music," said one former YouTube employee. "It's now Neal and YouTube against TikTok, and that's the existential battle for short-form video monetization and creators," Norman said.

☆ YouTube creators testing its new song-licensing feature are feeling sticker shock from prices as high as $18,000
▼ + stars: | 2023-02-16 | by ( Dan Whateley | Amanda Perelli | ) www.businessinsider.com time to read: +7 min

Some Creator Music licenses have a set price, while others have custom pricing based on a channel's size. Prices for a song license in Creator Music can vary widely based on a creator's subscriber count. Music rights holders regularly crack down on brands that use songs in social-media posts without paying for a license. YouTube has gradually introduced features over the past decade-and-a-half to compensate music rights' holders on its platform. The company is also setting aside revenue for music rights holders as it introduces revenue-sharing on Shorts this month.

☆ 6 YouTubers break down how much they're getting paid for Shorts in the first month of ad-revenue sharing — and what they think of the rates
▼ + stars: | 2023-02-16 | by ( Marta Biino | Amanda Perelli | ) www.businessinsider.com time to read: +4 min

The platform began sharing advertising revenue from Google-placed ads that show on the Shorts feed — YouTube's short-form video offering — with creators. In 2022, eight YouTube creators shared with Insider their RPMs, which ranged from $1.61 to $29.30. With the debut of the ad-revenue sharing, YouTube is shutting down its Shorts Fund. The final Shorts Fund invites for January activity will go out in mid-February, with final payments in March. Khadair's channel earned a YouTube Shorts Bonus for January of $1,232.75 based on his Shorts' performance.

☆ YouTube creators testing its new song-licensing feature are feeling sticker shock from prices as high as $1,000
▼ + stars: | 2023-02-15 | by ( Dan Whateley | Amanda Perelli | ) www.businessinsider.com time to read: +6 min

Some Creator Music licenses have a set price, while others have custom pricing based on a channel's size. Prices for a song license in Creator Music can vary widely based on a creator's subscriber count. YouTube has gradually introduced features over the past decade-and-a-half to compensate music rights' holders on its platform. In 2015, it built a standalone music-streaming service called YouTube Music. The company is also setting aside revenue for music rights holders as it introduces revenue-sharing on Shorts this month.

☆ YouTube is quietly testing a feature that lets creators add multiple audio tracks in different languages to their videos
▼ + stars: | 2023-02-13 | by ( Amanda Perelli | ) www.businessinsider.com time to read: +2 min

YouTube is testing a feature that lets creators add multiple audio tracks to a single video. The feature lets creators add audio tracks in several different languages. YouTube has been quietly testing the ability for creators to add multiple audio tracks in different languages to their videos, the company confirmed to Insider. The feature is both giving a second chance to old YouTube videos through dubbing, and allowing new videos to reach global audiences. So far, those with access to YouTube's new audio track feature can upload multiple tracks at once, or go back and add more tracks to an old video, Mansorian said.

YouTube is shaking up its influencer-marketing program BrandConnect. As part of the layoffs, the BrandConnect team shrunk, with several people who identified themselves as part of that team posting on LinkedIn that they'd been let go. Many of the insiders said they were unclear as to YouTube's future plans for BrandConnect and its team. Two talent managers said the BrandConnect team would routinely present deals that paid mid-five-figures. But sourcing deals focused on YouTube had begun to feel out of step with the market, some insiders said.

☆ 6 Black-owned influencer management firms and talent agencies helping creators of color earn more money
▼ + stars: | 2023-02-07 | by ( Shriya Bhattacharya | Amanda Perelli | ) www.businessinsider.com time to read: +2 min

Influencer-management firms can help creators boost their income, including by landing brand deals. Some managers and agents have started their own firms after seeing that BIPOC creators have made less money than white creators. Here are six Black-owned influencer-management firms and talent agencies that work with creators. These firms help creators decide between different business opportunities, connect with other people in the industry, and earn a steady income. Here are four other Black-led influencer-management firms and talent agencies:

☆ Amazon is paying influencers to test its new TikTok competitor, Inspire. Creators with access break down how it works.
▼ + stars: | 2023-01-19 | by ( Amanda Perelli | ) www.businessinsider.com time to read: +5 min

Three influencers and one talent manager told Insider that Amazon offered the creators payments to post short vertical videos. The Amazon Influencer Program will occasionally run limited time incentives like this around new projects, the company told Insider. Content posted to the Amazon Influencer storefront of creators in the Amazon Influencer Program are eligible to appear in Inspire. The content on Amazon Inspire won't look exactly like traditional UGC, since it will live on the influencer's account. But, like with UGC, creators with smaller followers will have a chance to make money, since Inspire's main feed doesn't rely on creators having a large following.

☆ Creator merch company Spring has laid off staffers and closed its Kentucky production facility
▼ + stars: | 2023-01-13 | by ( Amanda Perelli | Sydney Bradley | ) www.businessinsider.com time to read: +5 min

Spring recently laid off staffers and closed its Kentucky production facility. Software company Amaze announced in November that it had acquired the merch company, formerly known as Teespring. Around late October, Spring assured staff that the merger with Amaze wouldn't result in warehouse staffers losing their jobs, two former staffers said. At the beginning of December, the warehouse staffers lost their benefits, two former staffers said. At the time, several former staffers were already speculating that Spring would make an attempt to sell the Kentucky facility.

With a shaky economy, some brands have reduced or cut sponsored content deals with creators. "That was definitely a bummer," Williams told Insider. "I think people are wanting to try things before they go all in with larger investments," Samuel told Insider. Taking on speaking engagementsThree creators told Insider that speaking engagements, in-person and virtual, have been a growing income stream for them. "You need to understand where you're spending money," Reed Duchscher, CEO of management company Night, previously told Insider.

☆ The best social-media moments and trends last year, according to rising stars of the creator economy
▼ + stars: | 2023-01-05 | by ( Amanda Perelli | ) www.businessinsider.com time to read: +4 min

We asked 22 rising stars in the creator economy what their favorite social-media moment was in 2022. As part of Insider's inaugural list highlighting the next generation of leaders in the influencer space, we asked individuals what their favorite social-media moment was in 2022. These rising stars have spent the past year making tangible change through their work on products, content, or initiatives at startups or social-media giants. (Read our full list of 22 rising stars of the creator economy.) Read the full list of rising stars for more favorite moments and details about their careers:

☆ How much money YouTube pays for 1 million views, according to 3 creators
▼ + stars: | 2022-12-31 | by ( Amanda Perelli | Sydney Bradley | ) www.businessinsider.com time to read: +1 min

Google places these ads and pays a creator a rate based on factors like a video's watch time. Insider spoke with YouTube creators about how much each of them earned. This is the latest installment of Insider's YouTube money logs, where creators break down how much they earn. How much money a YouTube creator makes for a viral video with 1 million views can vary wildly — but it's usually quite a payday. Insider spoke with three YouTube influencers with vastly different channels about how much they earned from videos with 1 million (or more) views.

☆ Creator economy experts say 2023 will be a buyer's market for M&A. Here are 5 themes to watch, from tech buyers like Shopify to startup consolidation
▼ + stars: | 2022-12-30 | by ( Marta Biino | Sydney Bradley | ) www.businessinsider.com time to read: +12 min

"As a result, institutional acquirers, like PE firms who still have dry powder to spend, will start snatching up mid-to-large sized creator startups at much more advantageous prices." Insider spoke with creator-economy and market experts about what deals and the broader M&A landscape in 2023 may look like. "They're going to see that the creator economy exists as a direct failure of them to support creators," Gestetner said. "But if an opportunity arises for us to significantly enhance our capabilities to make us a better business powering the creator economy, we'll consider it." Startups can expect consolidation in saturated marketsThe crowded niches within the creator economy startup sphere could also face a wave of consolidation.

☆ How much money YouTubers with 1 million subscribers make
▼ + stars: | 2022-12-29 | by ( Amanda Perelli | ) www.businessinsider.com time to read: +2 min

Eight creators with 1 million subscribers or more shared how much money they make on YouTube. This is the latest installment of Insider's YouTube money logs, where creators break down how much they earn. YouTube creators earn money a number of ways, but money from the ads that play in their videos usually constitutes a big chunk of their income. Finance YouTuber Andrei Jikh earned $1.6 million in ad revenue in less than three years, he told Insider in 2021, when he had 1.7 million subscribers. To start earning money directly from YouTube, creators must have at least 1,000 subscribers and 4,000 watch hours in the past year.

It's been another record year for the creator economy. Influencer-marketing spend, which in part fuels many creators' businesses, is expected to exceed $6 billion by next year, according to Insider Intelligence data. Meanwhile, behind the scenes, there is a new class of rising stars. These rising stars have spent the past year making tangible change through their work on products, content, or initiatives at social-media giants like YouTube or Meta. Here are 22 rising stars in the creator economy, listed alphabetically based on their company:

Insider spoke with 7 "nano" influencers about how much they earn. While classifications may vary, nano influencers are generally defined as those with fewer than 10,000 followers on any given social-media platform. Because of their loyal audiences, nano influencers are becoming coveted partners for brands to advertise their products — and they are making money in the process. When they're first starting to partner with brands, nano influencers will often pitch their own sponsorships instead of relying on an agent or manager. This is not the only way nano influencers can make money.

Creators who are a part of YouTube's Partner Program can monetize their YouTube videos with ads. These ads earn a certain rate based on viewer demographics and the type of content made. Each month, YouTube creators earn money off the ads that play in their videos. To start earning money from YouTube, creators must have at least 1,000 subscribers and 4,000 watch hours in the past year. Insider spoke with 26 YouTube creators about how much money each of them earned in a month from the platform.

☆ 13 influencer management firms and talent agencies with BIPOC leaders that are helping creators from underrepresented backgrounds break through
▼ + stars: | 2022-12-22 | by ( Shriya Bhattacharya | Amanda Perelli | ) www.businessinsider.com time to read: +3 min

Influencer-management agencies help content creators land brand deals and increase their income. Some in the industry noticed a lack of opportunities for BIPOC creators and started their own firms. Insider highlights 13 influencer-management firms and talent agencies founded by a person of color. He founded his own talent-management agency after feeling that there was a lack of a dedicated space for LGBTQ+ and BIPOC creators. Here are 13 influencer-management agencies led by a person of color, listed in alphabetical order by company name:

☆ Creator economy insiders share the 5 trends that could change the industry in 2023, from a flood of Gen X and millennial creators to a startup reckoning
▼ + stars: | 2022-12-21 | by ( Amanda Perelli | Sydney Bradley | Marta Biino | ) www.businessinsider.com time to read: +10 min

Insider asked creator economy industry professionals to share their predictions for 2023. We spoke with investors, influencer marketers, and industry experts, who shared their best predictions for the creator economy in 2023. Live shopping could finally have its moment in the USIndustry insiders may have been premature in declaring 2022 the year of social and live shopping. Some creator economy startups might close their doorsThis past year, layoffs have been rampant in the creator economy, as companies like Patreon and Jellysmack reacted to the economic slowdown by letting employees go. "Venture capitalists think this isn't the time to be betting on the creator economy, so the next nine months will be really tough."

☆ How Much Influencers Get Paid on Instagram, TikTok, and YouTube
▼ + stars: | 2022-12-20 | by ( Amanda Perelli | ) www.businessinsider.com time to read: +6 min

Influencers earn money a number of ways, from sponsorships to selling merchandise. Insider has spoken with dozens of other influencers on Instagram, YouTube, and TikTok about how much each of them makes from videos, sponsorships, and other revenue streams. Jehava BrownHow much influencers earn from brand dealsMany influencers rely on sponsored content — from a set of Instagram posts and Stories to a dedicated YouTube video promoting a company — to earn money. Aside from being paid directly from the platform, one of the main ways many influencers earn money on Instagram is by promoting brands through sponsored in-feed posts, Stories and Reels. Graham StephanHow influencers make money directly from YouTubeMany YouTube creators earn money off the ads that play in their videos and receive a monthly payout.

☆ It's just the beginning of M&A in the creator economy. Industry experts predict 2023's top trends, and the buyers and sellers to watch.
▼ + stars: | 2022-12-19 | by ( Marta Biino | Sydney Bradley | ) www.businessinsider.com time to read: +12 min

"As a result, institutional acquirers, like PE firms who still have dry powder to spend, will start snatching up mid-to-large sized creator startups at much more advantageous prices." "They're going to see that the creator economy exists as a direct failure of them to support creators," Gestetner said. "But if an opportunity arises for us to significantly enhance our capabilities to make us a better business powering the creator economy, we'll consider it." Startups can expect consolidation in saturated marketsThe crowded niches within the creator economy startup sphere could also face a wave of consolidation. In the creator economy, companies bet on the fact that YouTube advertising revenue on the videos will increase as the audiences of creators grow and they gain more views.

☆ Shopping startup Nate has abruptly paused its creator program and influencers are wondering what's happened to their credits
▼ + stars: | 2022-12-17 | by ( Amanda Perelli | Sydney Bradley | ) www.businessinsider.com time to read: +2 min

Shopping startup Nate has abruptly paused its creator program. Nate, a New York-Based shopping startup, has paused its creator program that pays influencers for promoting the app, according to an email obtained by Insider. The company informed members of its creator program about the change on December 16. Some influencers noticed changes with the app's creator program early last week. "I didn't have a ton of Nate Cash in my account, but I feel cheated," content creator Haylee-Rae told Insider.

☆ Meta is shutting down the livestreaming platform it had been quietly testing with influencers
▼ + stars: | 2022-12-16 | by ( Amanda Perelli | ) www.businessinsider.com time to read: +3 min

Meta is shutting down its experimental livestreaming platform, which was in early stages of testing. Developed in 2020, Meta's New Product Experimentation (NPE) team was testing the tool with creators. Meta is shutting down a platform it was testing with influencers that let them host interactive livestreams, engage with fans, and earn revenue. The product, called Super, went into development in late 2020, and since then, Meta's New Product Experimentation (NPE) team had been testing the tool. Read the pitch deck Meta used to get feedback on the product in 2021, below:Meta has been quietly testing a new livestreaming platform and is ramping up creator outreach.

Creators who are a part of YouTube's Partner Program can monetize their YouTube videos with ads. These ads earn a certain rate based on viewer demographics and the type of content made. Each month, YouTube creators earn money off the ads that play in their videos. To start earning money from YouTube, creators must have at least 1,000 subscribers and 4,000 watch hours in the past year. Insider spoke with 20 YouTube creators about how much money each of them earned in a month from the platform.

☆ Trendy fashion retailer Revolve owes its success to creators, but some say its influencer-marketing strategy needs an overhaul
▼ + stars: | 2022-12-15 | by ( Amanda Perelli | ) www.businessinsider.com time to read: +9 min

But some industry insiders say the company's influencer strategy feels out of touch. Trendy online retailer Revolve owes its success to influencers. Revolve, which launched in 2003, has a strategy centered around building awareness through sponsoring events and experiences such as Revolve Festival, Revolve Around The World, Revolve Gallery, as well as short-term retail experiences and influencer trips. But some influencer industry insiders said they feel the brand's influencer strategy has not matured as the market has. In May, Marketing Brew's Phoebe Bain wrote that sending an influencer products with no strings attached was a successful influencer marketing strategy for some DTC brands.

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