Because of the platforms' unpredictable algorithms and mysterious revenue sharing models, social media is becoming more of a marketing vehicle for creators rather than a means to drive revenue itself, creators say.
It's partly a matter of diversifying revenue streams beyond the platforms themselves to include things like Patreon subscriptions or shoppable content via Like To Know It links in bios. It's also, per creators, partly out of frustration with low creator fund payouts.
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