Creators say it’s difficult to make money from news — with platform rules and brand guidelines
With more people getting news from creators than traditional media, those creators are still trying to build sustainable businesses.
Nearly six in ten Americans get their news from social media platforms, rather than classic news outlets, according to a recent study from Syracuse University. However, those who work in news creation face a challenging journey when it comes to securing brand partnerships, ensuring steady income, and upholding journalistic integrity.
The difficulty lies in attracting sponsors due to their wariness, and ad revenue fluctuates because of unpredictable algorithms. Platforms can also censor content, making the perceived independence of these news creators feel less free. Despite this, over seven in ten Americans recognize a "distinct contrast" between these independent creators and conventional journalists, as highlighted in the Syracuse University study.
The news creator economy is projected to reach $43.9 billion this year. Yet, the question remains: where can these creators go from here? Kurt Stadelman, vice president of talent management at Pearpop, commented, "It's probably the most challenging category to be in as a creator." He further elaborated that news creators pose significant brand safety concerns, especially if their content topics are politically charged or controversial in nature.
Written by urgent.news from Digiday's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
