Content creators are moving beyond mainstream social media channels in favor of emerging platforms, according to a new study by the University of Sussex.
Research by the University of Sussex Business School has found that lost revenue, censorship and breaches of privacy are leading popular content creators to lose faith in the channels, such as TikTok and Instagram, that helped them rise to fame. What's more, a raft of new platforms are set to fill this vacuum.
Three in four content creators believe their business is too dependent on social media platforms owned by big tech, with both audience access and revenue being jeopardized by continual changes to advertising rules.
Dr. Hamid Khobzi, lecturer in information systems, University of Sussex Business School said, "The prosperity of content creators and their favored social media channels goes hand in hand. However, recent examples such as changes to Instagram Reels which lost creators up to 70% of earnings per view, and YouTube penalizing historic content for profanity, have tested this faith."
