Social networks have yet to figure out how to pay creators for their short-form videos. TikTok, for instance, announced last week that it will start testing revenue-sharing with select creators; Instagram said the same in February. Both already have dedicated funds to pay creators, but those have evoked mixed emotions, with many saying they’re disappointed in the low payouts particularly from TikTok’s $1 billion creator fund.
With that in mind, we decided to take a look at how some of the largest social media platforms structure their advertising. All the apps but TikTok and Instagram currently give creators a cut of advertising revenue. (Instagram previously shared ad revenue with creators who posted IGTV videos, a format that was phased out in March.)