Creator funds are back en vogue thanks to platforms like Substack and the Billion Dollar Boy agency launching fresh versions this year. And what better way to pique creators’ interests than by offering them cash rewards? Or so they thought.
TikTok introduced creator funds to the scene back in 2020, which led to its platform peers trying to outdo each other by offering bigger pots of cash. But over the years, social media apps including YouTube and Snapchat have wound down their funds in favor of the more sustainable revenue-share deals – an offering which required a hefty upfront investment, (far more than a creator fund), but is considered to provide creators with more consistent earnings.
Still, while creator funds appear shiny and new again, Digiday busts the most persistent myths about them, and sheds light on the truth behind those payouts.
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