It all started at the beginning of this month, when TikTok creator Jools Lebron sent a video that soon took over the social network. What hair and makeup are you wearing for work? Very passionate. And combined with the scent of vanilla? How careful.
In just a few short weeks, Lebron’s words have become the latest word to define the internet this summer. In addition to his viral videos that continue to describe everyday events, reserved or understated with adjectives such as «demure», «smart» and «cutesy», big names have also returned to social media. platform.
Celebrities like Jennifer Lopez and Penn Badgley have shared the game, and even the White House has used the word to brag about Biden-Harris’s support for student loan relief.
The growing popularity of Lebron’s «very careful, very anxious» influence is also important to the TikToker himself.
«One day, I was playing for money and I was making videos during my free time. And now, I’m flying across the world to host events,» Lebron said in the video, noting that his experience on the platform has changed his life.
He is not alone. In recent years, a few internet creators have made a lucrative income after being popular on social media – but it’s very rare, and nothing easy.
Here’s what some experts say.
How can the popularity of TikTok lead to a source of income?
There is no secret.
Finding resources to do full-time creative work «isn’t as rare as it used to be years ago», says Erin Kristyniak, VP of global partnerships at partnering firm Partnerize. But you still have to create content that fits the schedule – and there’s a lot to do if you want to make money.
On TikTok, most users who are making money follow affiliate links. Brooke Erin Duffy, an associate professor of communication technology at Cornell University, explains that those who are allowed to enter TikTok’s Creator market – a place for brands and creators – «can be pushed back from the logic of TikTok clearly», although it rarely happens. pay very well.
Other ways to earn money include sponsoring a specific brand, creating an ad to sell, earning money during the game and collecting «tips» or «gifts» through user-generated content. Much of it also falls to work outside of the platform.
And developers are working more and more to establish their social networks on multiple platforms – especially amid the banning of ByteDance’s software in the US, which is currently under litigation. Duffy adds that many are working to improve their online presence so they «will still have a source of income» if any funding is lost.
Is it difficult to cope?
Finding interest in the macrocosm that is the Internet is as difficult as it gets – and while some have entered into networks and found sources of compensation that allow them to quit their nine-to-five, it still takes a lot of work to maintain. it’s going.
«This risk-taking popularity doesn’t necessarily translate into stable, long-term employment,» Duffy said. «From a distance, it’s a lot like a dream job… But I see this as a superficial understanding of how the job works.»
Duffy, who has been learning how to create social media content for a decade, says he’s heard from creators who have months where they’re reaping the rewards from a variety of sources of income — as well as months when they’re empty. «It’s like an economic activity, because of the lack of stability,» he said.
«Most of the creators are not regulars,» added Eric Dahan, CEO and founder of marketing agency Mighty Joy.
Temper tantrums are very common. It can take a lot of hard work to pull content into your life, Duffy said, and the pressure to maintain brand relationships or the possibility of losing viewers if you relax can be overwhelming. Continued threats of online hate or harassment continue.
Is the environment changing?
Like all things online, the design landscape is constantly changing.
Demand is also growing. More and more platforms are not only targeting users of the courts but mainly bringing those who want to create to their website. And this is related to the increasing number of commercial and commercial products in these areas.
Companies are increasingly «meeting consumers where they are,» said Raji Srinivasan, a marketing professor at the University of Texas at Austin’s McCombs School of Business. YouTube and other social media sites, such as Instagram, have also made contributions to this type of appeal in recent years, but – for now – it is «TikTok’s day in the sun», he added, pointing to the leadership of the platform. the market.
And for aspiring creators hoping to succeed, Dahan’s advice is to start somewhere. As Lebron’s success shows, he added, «You never know what’s going to happen.» – AP
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