TikTok and Instagram’s US Focus Leaves Non-US Creators Frustrated

Enticing content creators by offering revenue shares has been a popular option among social media platforms because of the fact that this is the sort of thing that could potentially end up making more of them flock to their audiences. In spite of the fact that this is the case, many creators who are based outside of the US have been expressing a lot of discontent due to the immense focus that these platforms place on American creators, thereby leaving their non-US counterparts in the lurch.

YouTube recently announced in September that it would now be sharing revenues with Shorts creators as well as long form video makers, and TikTok also announced a similar program known as TikTok Pulse to keep up with the competition. While YouTube stated that it would be offering this revenue sharing feature in upwards of 120 countries, TikTok seems to be focused mostly on the US since Pulse is currently only going to be available to people living in that specific region.

With all of that having been said and now out of the way, it is important to note that content creators who are not based in the US are often left to wonder if any future earning opportunities will come their way. The lack of certainty about whether or not they will receive a share of revenue can make their careers less stable than might have been the case otherwise. Oftentimes this leads to them having to rely on brand partnerships which can be seasonal and might not be enough to provide a consistent source of revenue.

A couple of other Creator Rewards programs include the Instagram Reels Play Bonus as well as the Pinterest Creator Rewards program. They can help creators to obtain multiple sources of revenue, but their restricted access to just US creators makes them rather pointless to people who are based in other parts of the world with all things having been considered and taken into account.

Even TikTok’s famous creator fund which pledged to pay over a billion dollars to creators on the platform was unavailable to much of the wider world. It mostly focused on users from the US, the UK and certain countries in the European mainland, and that means that the massive creator base in South Asia, Africa and many other regions is left without this income which can make it harder for them to do their jobs.

There are still some options for international creators. For example, Snapchat offers something called Spotlight Rewards that can offer earning opportunities. YouTube’s Shorts fund, which is currently worth over $100 million, is also offered internationally, and that can make YouTube a much more appealing option for non-US creators than TikTok.

TikTok has not missed a beat so far and has managed to capture markets that other companies like YouTube were failing to penetrate. However, if the platforms starts to focus too much on the US, it may start to lose ground. YouTube is doing well by offering earning potential to international creators, and it can help to democratize the industry by appealing to the billions of users and customers that exist outside of American borders and are eager for the chance to make something creative.

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