As a creator, it’s easy to get caught up in the promises of platforms like Meta (Instagram/Facebook) and X (formerly Twitter). They offer the allure of reach, engagement, and monetization, but here’s the truth: relying solely on these platforms is risky.
I’ve seen firsthand how creators pour their energy into building huge followings on these platforms, only to have their reach and revenue slashed overnight by algorithm changes. If your income relies entirely on platforms you don’t control, you’re always at risk.
That’s why owning your content and building your business on platforms you control is crucial to long-term success.
The reality of revenue share and monetization on social platforms
Let’s break down how revenue sharing really works on platforms like Meta and X. These platforms offer creators a cut of the revenue generated through ads placed on their content. While that might sound good on paper, the reality is that the platform takes the majority of the earnings, leaving creators with a small fraction.
Here’s how the system works:
- Meta (Instagram/Facebook): Creators earn from In-Stream Ads and Ads on Reels, but unless you have a massive following, the payouts are minimal.
- X (formerly Twitter): X recently shifted to a model where creators are paid based on engagement from Premium users, meaning only those who pay for X Premium count toward their earnings.
What’s the problem? You’re at the mercy of algorithms and monetization structures that favor the platform, not the creator. Your reach is dictated by these algorithms, and your revenue depends on the engagement they allow your content to get.
What content ownership really means
When I talk about content ownership, I mean full control over your platform, your audience, and your revenue. Here’s what it looks like:
- You decide where your content lives.
- You control how it’s monetized.
- You keep 100% of the revenue.
On social platforms, you don’t own your audience—the platform does. The algorithm determines how many people see your content, when they see it, and whether or not you get paid. That’s why shifting to a platform where you own the content and revenue model is so important for sustainable success.
The risk creators face with social platforms
Here’s the harsh truth: If you rely solely on Meta or X, you’re taking a big risk. You don’t own your audience—the platform does. The algorithms determine whether your content gets seen, and if they decide it’s not worth wide distribution, your income takes a hit.
For example, I’ve pulled in 35.9 million impressions on X over the past year, but the payouts have been underwhelming:
- $45.59 (Jan 31 – Nov 24, 2023)
- $11.34 (Nov 24 – Feb 2, 2024)
- $13.91 (Feb 2 – Feb 16, 2024)
- $13.69 (Feb 16 – Apr 12, 2024)
- $18.49 (Apr 12 – Jul 5, 2024)
- $12.22 (Jul 5 – Aug 30, 2024)
That’s a total of $115.24 for 35.9 million impressions. The numbers speak for themselves. 35.9 million people saw my content, and I couldn’t even cover a weekend trip with that payout.
Related: Creator spotlight: Neil Patel on why email marketing still delivers ROI
My strategy: Using social platforms for awareness
Now, don’t get me wrong—social platforms still play a critical role in my strategy. The key is to use them as a tool for top-of-the-funnel awareness and then convert that visibility into monetizable content on platforms I own.
Here’s my personal approach, which I’ve used successfully to grow both my audience and my revenue:
- Use social platforms for awareness: I leverage Meta, X, and others to get my content seen by as many people as possible. Engagement helps drive visibility, but I don’t rely on these platforms to monetize my work.
- Drive engagement to owned channels: Once I have someone’s attention on social media, I direct them to an owned platform—whether it’s my email list, website, or online course.
- Monetize through owned platforms: With my audience in a space I control, I can monetize directly. This could be through a paid newsletter, online course, or membership subscription—where I keep 100% of the revenue.
Engage & convert: Your guide to winning with email
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The GetResponse Creator Challenge: Your chance to monetize your expertise
If you’re ready to take back control, the GetResponse Creator Challenge offers the perfect opportunity to showcase your expertise, grow your audience, and start earning. This isn’t just a contest—it’s an empowering opportunity to build something that’s truly yours.
Here’s how the GetResponse Creator Challenge works:
- Submissions open on October 26 and close on November 30. Enroll through the landing page by providing your name and email to signal your interest.
- Create your course or paid newsletter using GetResponse’s AI-powered tools. If you don’t have an account, you can easily sign up for a free one to get started.
- Submit your project through a Google Form or Typeform, where you’ll provide:
- A link to your course or newsletter.
- A description of your project.
- Optional social media profiles or a short video introduction.
Note: You must upgrade to a paid Creator Monetization Platform (CMP) plan to be eligible for the prizes.
- Judging and feedback: After you submit your content, judges will evaluate your project based on specific criteria and provide written feedback. The top submissions will be featured on GetResponse’s social media, including video reviews.
- Winners will be announced by December 15. This gives the judges time to evaluate all submissions and finalize the results.
Prizes and perks
We’ve got some exciting rewards lined up for participants:
- $2,500 USD for 1st place.
- $1,000 USD for 2nd place.
- $500 USD for 3rd place.
- 6 months of free GetResponse plan for 4th place.
- 1 month of free GetResponse plan for 5th place.
There’s also a bonus prize for the creator who generates the highest revenue from their submission. We’ll match your earnings up to $1,000 USD, which can be combined with the main prizes.
What I like about using GetResponse as a creator
What I appreciate most about GetResponse as a creator is how it brings everything I need into one platform. Instead of having to juggle multiple tools for email marketing, lead magnets, funnels, and now even courses, GetResponse does it all. It’s an all-in-one marketing platform that lets you create, promote, and sell your content, all from a single dashboard.
This means you can own your audience and manage your entire business without the headache of switching between different tools or platforms. Plus, with the built-in AI-powered tools, creating courses and digital products is fast and seamless—even if you don’t have prior experience.
Get inspired by these great reads:
1. Most profitable course ideas
2. How to market online courses & reach more students
3. [Study] The e-learning revolution – Inside the $1 trillion online education boom
How to create and sell your course — fast
Ready to take control of your content and start making money? Here’s how you can get your course or paid newsletter up and running in just a few hours:
- Do an assessment: Think about what you’re great at. Is it digital marketing? Graphic design? Find the knowledge you can teach others.
- Outline your course: Use tools like ChatGPT to brainstorm and outline your course. It’s an easy way to map out the modules and lessons quickly.
- Build It with AI: GetResponse’s AI-powered course creator helps you turn that outline into a fully built course, even if you have no prior experience.
- Launch in hours: With tools like Gamma to create slides, and your webcam or voiceover for recordings, you can have a course ready to sell in a matter of hours.
Final thought: Stop chasing algorithms — take control
The creator economy is evolving, and the future belongs to those who take control of their content and revenue streams. Social media platforms like Meta and X are great for building awareness, but you shouldn’t depend on them for monetization.
Instead, take control by moving your audience to a platform like GetResponse, where you own the content, the reach, and the revenue. With GetResponse’s AI-powered tools, you can easily create courses, newsletters, and digital products — without the headaches of social media algorithms dictating your success.
If you’re ready to make the leap, now’s the time. Start building your course or paid newsletter with GetResponse and discover how easy it is to go from idea to income.