Why relying on social media for income is a losing game for creators

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Social media platforms are constantly evolving to keep creators engaged, but the changes in them profit of money systems are not always in the best interest of creators. Recently, platforms like Meta (Instagram/Facebook) and X (formerly Twitter) made adjustments to their creator monetization platforms in an effort to keep us producing content that keeps users moving. But let's be honest – these systems are designed to benefit the platform more than the creator.

Not everyone is on these platforms to monetize their money making programs, but if you are — and you're relying on these platforms for income — you are playing a losing game. Algorithms check the visibility of your content and whether you're earning from ad revenue or just trying to reach more peopleit's the platform that ultimately calls the shots.

I have experienced this first hand. Over the past year, I've racked up 35.9 million impressions on X. You'd think that with that kind of achievement, the payout would be significant, right? Well, not quite. My total income? $115.24. That's barely enough for a good pair of sneakers.

The truth is, if you rely solely on platforms like Meta or X to make your living, you will be disappointed. These platforms are great for visibility, but they are not designed to make creators rich. It's time to stop chasing likes, shares and viral moments and start taking control of your content and revenue streams.

Platforms are for awareness, not income

Let's face it – social media platforms are great tools for raising awareness. They can help you reach new audiences, grow your followers and gain visibility. But when it comes to monetizing this extension, the situation changes. The problem isn't with creators not making good content; is that the platforms themselves control how many people see your work and how much you earn from it.

Creators must understand this these platforms are advertising platforms firstnot the first creator. They profit from advertising, not from paying creators. Recent changes to Meta and X reflect this, as both platforms have made changes to their monetization systems to keep creators engaged and churning out content. However, these changes don't actually tip the balance in favor of the creator.

The reality of revenue sharing on social platforms

Here's how monetization works on these platforms:

Meta (Instagram/Facebook): They have introduced In-Stream Ads and Reels Ads, allowing creators to monetize their content. But unless you have a large following, these profits will be minimal. They may give the illusion of helping creators, but the lion's share of revenue goes to Meta.
X (formerly Twitter): X recently switched to creators paying based on engagement from Premium users only. This means if your audience is not subscribed to X Premium, their engagement does not count towards your earnings. In other words, the platform is asking you to push their premium service to earn money.

The common theme? These platforms dictate your reach and profits. Even with millions of impressions, you can still see shockingly low payments. This is the reality of relying on algorithms and ad-based revenue.

What content ownership really means

When I say “take ownership of your content,” I'm talking about moving away from platforms you don't control. You should be responsible for where your content lives, how it is monetized and who can access it.

This is what true ownership looks like:

Your content resides on a platform you control.
You decide how money is made.
You set the terms of who has access and keep 100% of the revenue.

Social media platforms are useful for visibilitybut if their algorithms or policies change, your reach and income can disappear overnight. Creators who rely solely on these platforms are always at risk of having their hard-earned audience controlled by someone else's rules.

I've seen creators with massive followings wake up one day to find that their reach has been cut short due to an algorithm update. This is the trap: You are constantly at the mercy of decisions made by the platform, not by you.

Creators are sleeping on email

The crazy part? Many creators still are sleeping on email. Even some of the biggest names in content creation are putting all their faith in social media platforms. But email is one of the most powerful tools for reaching your audience directly. Unlike social media, you own your email list. Algorithms can't touch it.

Take Morning Brew as an example. They built their media empire by offering free content via email. They cut through the noise of social media, and today, they're monetizing that audience through advertising and sponsorships — keeping most of the revenue for themselves.

Email marketing gives you control and stability. You don't have to worry that your reach will be hindered because you own the relationship with your audience.

Why every creator needs a paid newsletter or course

If you're serious about monetizing your audience, it's time to move beyond just relying on social platforms. Instead, focus on creating content you can own, like a paid newsletter or an online course.

Here's why these patterns work:

Paid newsletters: or paid newsletter allows you to deliver exclusive, high-value content directly to your subscribers. This creates recurring revenue and puts you in control of what you're giving away and how much you charge. Morning Brew is a prime example of how this model can scale. By giving away content for free, they built a massive audience, which they now monetize through advertising and sponsorships.
Online courses: Do you have a skill or expertise? Package it and sell it as a course. Online courses are a scalable product that continues to generate income even after you've created it. You can build a course once and continue to benefit from it indefinitely.

How you can use social platforms for awareness

Just because I'm saying don't rely on social platforms for income doesn't mean you shouldn't use them. Social platforms are still one of the best ways to increase awareness and drive attention at the top of the funnel. Here's how you can use them to support your monetization strategy:

Create awareness: post attractive content that attracts people. Your goal is to drive visibility, not immediate monetization.
Drive traffic to owned channels: Once you've captured attention, move your audience to your email list, website, or paid newsletter—platforms you control.
Earn money on your terms: With your audience on a platform you own, you can monetize as you wish, keeping all revenue and growing your business sustainably.

of the creative economy it 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 raising awareness, but you shouldn't depend on them for monetization.

Instead, take control by moving your audience to a platform like email newsletters or online courses, where you own the content, reach and revenue. You will be free from constant algorithm changes and control how much you earn.

Ready to take control of your future? Start building your audience and don't rely on social platforms to define your success. The future of your business depends on it.

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