It’s going to become increasingly difficult to get opportunities w/o either being a standout talent or well connected if you want to work in the influencer industry…
Make sure that the ppl working for you are aligned with the mission and fit the culture you’re building.
Things will start feeling more elitist and more exclusive and it’s going to be hard to get in because Influencers are not going to want to work with strangers or ppl not referred in their network due to ppl not being trustworthy or honoring NDAs.
We also have a culture that is growing to resent working for other people and not being treated as equals.
If you work for someone, it’s not your company, and the culture doesn’t exist for you, or exist for your employer and their vision.
Your welcome to build your own.
Working for an influencer often has more flexibility and perks than most startups or traditional jobs.
But w/ ppl who often have not worked traditional jobs they expect it to be as fun to make the product as to consume it.
It is still called work at the end of the day.
If people want to feel they are at play and not work, and don’t want to have to get along with other peoples personality or follow orders/instructions like most workers, they are welcome to try solo entrepreneurship…
The largest influencers in the industry can likely afford to hire who they want and entrusting someone with your reputation and legacy it’s more than appropriate to be choosy…
Do not be shocked if like more traditional industries there is more gatekeeping going forward.
There seems to be this call to influencer accountability, but that cuts both ways.
Standards cut both ways. Expect ppl in the industry to be less casual, less open, and to give less people outside established circles access and opportunity.
Casual hasn’t worked out for ppl.
As for influencers, tighten up the ship. Maybe our culture of resenting the establishment and gatekeepers was shortsighted.
We didn’t like it and felt excluded. But as our industry gets taken more seriously, it seems like we can appreciate there are reasons for qualifiers…
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The first 3-5 years of being a Youtuber most either don’t make the monetization requirements, and if they do let me tell you the economics.
Most channels have a $2-5 CPM.
My channel has a $10RPM/$20CPM
1 view on my channel = $.01
1 view on most channels =$.001
To become monetized you need 1000 subscribers and 4000 hours of watch time.
This usually means getting about 100,000 views within 12 months to achieve it.
This typically takes most creators 50-150 uploads to achieve.
Each upload is often 3-10 hours minimum to produce.
The first 50-1500 hours of a YouTubers career will start at a deficit.
Assuming a $15/hr wage scale $650-$22,500 in sunk labor cost for the opportunity to earn $.001 per every view. Requiring 100,000 more views to meet the $100 min payout threshold.
While I'm not a millionaire, I am someone who went from $6/hr to 6 figures a year as an earner.
If I were to impart any advice to ppl who have a toxic relationship w/ money and work it would be the following:
(THREAD)
Frugality doesn't have to be a life sentence, and minimalism can make you miserable.
Have a very clear understanding of what makes you happy and optimize your life around that. It may not take as much money as you imagine it would.
But let's talk earning/saving/investing.
How much you earn comes down to SPECIALIZATION, not how HARD you work, but how HARD you work is.
The level of DIFFICULTY means there are fewer ppl to compete w/ you or replace you and it means those who pay you are paying bc they lack the skill or time or desire to do the work.
People will try to use collectivism and that power of public group shaming to tear you down and make you comply with them against your will.
They will strip you of your agency by getting together to harass and tease you until you give in.
Would you say that is an accurate definition of peer pressure and bullying?
If a group of people get together and were to attack you and shame you and use their belief system as a justification to pressure you against your will, to say or do things you don’t believe in so they will accept you, that’s bullying right?
Diversity of thought is more important than people realize.
The reason we see it in short supply is people build echo chambers out of insecurity, pain and desire to be validated.
So much of the current culture is based entirely on insecurity and not operating from CLARITY.
Good faith arguments are necessary. But have become impossible due to 2 things:
Lack of the ability to be thoughtful in criticism vs malicious.
Lack of the ability to give benefit of the doubt or generous interpretations of any given situation.
In other words people are bad at their delivery, and often just using criticism as a veil for bullying...
And on the other hand, ppl can also take anything as a reason to be offended and decide they’ve been attacked, even by something trivial or obviously non-malicious.
Unpopular Opinion: YouTube shouldn’t use demonetization as a “punishment” as that becomes less than gray on “editorial control” which means they can be accused of being a PUBLISHER instead of a PLATFORM.
For those unaware that would be the end of FAIR USE and Commentary...
Section 230 gives social media platforms the protections of FAIR USE and SAFE HARBOR so long as they operate as editorially neutral platforms.
When they use demonetization as a punishment it can be said they are asserting themselves as a PUBLISHER.
The government is keen on regulating social media.
You saw family Vloggers DESTROYED by their ruling on COPPA.
If you care about this industry and freedom of expression , I recommend reconsidering how much intervention you call on from these platforms and the government.