Are Content Creators Losing Faith In Social Media Apps?

The University of Sussex has released a study that is showing a change with the content creator industry. Content creators are growing unhappy with the popular social media apps such as Instagram and YouTube. They feel as though these platforms, that once were their bread and butter, became unprofitable for them.

Aron Jheeta, Senior Paid Social Account Director from The PHA Group, commented, “One of the many factors giving content creators the ‘ick’ with the very platforms that built their careers is constant algorithm changes. It’s harder for a creator to connect with their audience if reach is significantly reduced, or content isn’t visible due to moving goalposts.”
 

The Fall Of Instagram As A Content Platform

 
We have continuously witnessed Instagram’s changes drive people away, and has also been named the most deleted app of 2023. This is due to users feeling as though the app does not serve who its meant to serve. From one side, content creators are not being compensated fairly, and advertising and algorithm changes are causing post visibility to go down greatly.

“Recently, Instagram’s chief, Adam Mosseri, announced that the likelihood of audiences sharing your content is a key focus of the Instagram algorithm. To avoid being penalised by the algorithm, does that mean creators have to revisit their strategies and shift their focus to encourage more shares?” comments Jheeta.

On the other side of this, users cannot share content if they’re not seeing it. Even among normal users, there have been complaint on how their friends’ stories and posts are not showing on their feeds. Dr. Hamid Khobzi, from the University of Sussex Business School, points out that the big changes such as the modification of Instagram Reels have seen creators lose up to 70% of their earnings per view.

“There has been a huge shift in how platforms serve and promote creators’ content. For example when Instagram first launched reels, it would promote influencers who were sharing reels as a way of promoting this new feature.

“Similarly, influencers who shared YouTube shorts when that format was new saw their views increase massively. But the focus shouldn’t be on the platform – the content is what consumers want to engage with,” shared Gemma Glover, Influencer Strategy Director at House 337.

Melo Meacher-Jones, Head of Social and Influencer at, Accenture Song Social also spoke about YouTube for creators, saying, “Alarmingly, 97.5% of YouTubers fail to earn enough to surpass the U.S. poverty line, as highlighted by Influencer Marketing Hub. This underscores the urgent need for fair compensation and sustainable revenue models. Many creators struggle to monetise their content effectively, and there is a clear demand for greater transparency and fair compensation.”
 

 

How Does This Impact Creative Processes?

 
“With constant updates and new factors to consider, ultimately creator briefs become more stringent. Influencer campaigns always perform best when the creators you work with are allowed to be themselves. A risk of consistent algorithm tweaks is that you take creativity away,” Jheeta says.

The study found that marginalised groups, such as the LGBTQIA+ and people of colour, often face unwarranted content removals. This has led users to believe algorithms are bias and discriminatory. These groups and communities find it more difficult to fully express themselves as creatives. Glover added, “Recently, many creators (especially Instagram accounts) have been taken down for unclear reasons. This can be hugely damaging to the creator’s platform and business.”

Also, privacy concerns, such as getting hacked or “doxxed”, further pushes creators towards platforms that offer better security and autonomy. Jheeta also adds, “Another issue for creators is plagiarism. Platforms such as TikTok and Instagram often struggle to effectively police and prevent content theft, leading to a growing lack of trust between creator and platform. Although Instagram has recently announced that it will push original content over reposted content, it will be fascinating to see just how much impact this update will have on the overall reach of influencer content.”
 

New Social Media Platforms For Creators

 
Dr. Hamid Khobzi and his team at Sussex are looking at Web3, the internet that is built on blockchain technology. These platforms, such as Steemit, are decentralised and give creators more control over their content and earnings. On this, he said, “The wealth generated by these platforms is shared with users in direct exchange for creating and curating content. This kind of cryptocurrency-based token economy offers hopes of a fairer deal for the creatives that all social media platforms rely on.”

Some of the new platforms are experimenting with reward systems using cryptocurrencies. This model would mean that creators can earn directly from their content. Here, changes in advertising for example, would not affect how much money creators earn.
 

Expert Advice For Creators

 
Karim Salama, Director at e-innovate shares their advice to creators:

“From what I’ve seen, content creators are experiencing a change in their reliance on popular social media apps due to various factors affecting their reach and engagement across these platforms. The constantly evolving algorithms, growing competition and general lack of transparency in data and monetisation policies are the key reasons contributing to this diminishing sense of trust.

“While influencers in the beauty and fashion sectors thrive on visually captivating platforms like Instagram, those in education usually find more success on YouTube due to its greater focus on video content. Similarly, creators in fields like technology or finance might encounter hurdles related to visibility and audience engagement when using platforms like TikTok. In my opinion, understanding each platform’s strengths, and tailoring your content accordingly, is critical to lasting growth and success.

“My recommendation to content creators is to broaden your presence across multiple platforms as a way of mitigating the risks associated with shifting audience preferences and algorithm changes. I believe in cultivating a loyal audience through owned channels, like websites or newsletters, to establish a more reliable and direct link with your followers. From my perspective, fostering authentic interactions and producing valuable, high-quality content should be at the top of your priority list if you want to remain relevant and continue to inspire audience trust.”