How Much Do Content Creators Make? A Realistic Guide for Beginners

Ever wondered if you could turn your passion for creating content into a full-time career? You and half the world’s 12 year olds right now! But, it’s not just a dream for aspiring kids any more. With the online creator economy growing like a weed, it's tempting to imagine swapping your 9-to-5 for days spent doing what you love. But before you hand in your notice, let's tackle the question that lurks deep down, behing all those lofty ambitions: How much do content creators really make?

According to a recent study, only about 4% of content creators make more than $100,000 a year, while the vast majority earn less than $1,000 annually. Discouraging? Nope. Don’t let it! When you understand the realistic earning potential at different stages, it can help you set achievable goals. And most importantly, it helps you stick with it through the all-too-long ‘trough of sorry’, gloriously emerging into the land of actually-earning-something-from-my-content!

I've spent a decade and a half navigating the twists and turns of the content creation landscape. Not just our well-known Podcasting brand - ThePodcastHost - but a bunch of other successful earners, from mountain biking content to psychology. Plus, of course, far too many hideously unsuccessful content projects - craft beer blog anyone…?

Trust me when I say there's no one-size-fits-all answer to creator earnings. Even worse, it’s changed a shed-load throughout the past few years alone. But by breaking down the averages at this point in time, we can set some realistic expectations and map out how you can grow from zero to a sustainable income.

Let's dive into the nuts and bolts of content creator earnings, the various income streams available, and practical steps to boost your earning potential. Ready? Let's get started.

Understanding the Creator Earning Spectrum

Before we get into the numbers, let’s do the cliche: content creation is a journey. And every journey is intensely personal. That means earnings can vary wildly, based on factors like your niche, platform, audience size, and how you monetize your content. Even within the same limits, variations abound, so take the numbers below as rough estimates and presume your own experience will be as unique as everything else about you.

Early-Stage Creators: Laying the Foundation

When you're just starting out, it's common to earn little to nothing. In fact, many creators spend their first year focusing on building content and growing an audience without seeing significant financial returns. If you get comfortable with that, and do it with passion anyway, then you’re already ahead of 90% of aspiring creator entrepreneurs.

Typical Metrics for Early-Stage Creators:

• Followers/Subscribers: 0 - 1,000
• Monthly Earnings: $0 - $100
• Primary Income Sources: Personal savings or a day job. NOT your content

Example: A Certain New Blogger

Meet… well…. me, in 2010.

I’m deep into podcasting, absolutely loving the geekery of it. I teach at a Uni, and I’ve managed to shoehorn podcasting into my curriculum, so I get to buy mics on the University’s dime. Score! 2 to 3 years into my learning, I finally decide to start writing about everything I’m learning.

I pop an affiliate link into my ‘recommended microphones’ article because, why not? I heard about doing that on a podcast!

Sometime during the year (at least 6 months after posting the first link. Maybe even a year.) I got a letter from Amazon. There was a cheque inside. $50. Holy guacamole batman! Actual cash-money from my content?

That was my year 1.

Year 2 it rose into the $100s. By year 3 it was low $1000s.

I was slow in jumping in, though. I didn’t build on it as quickly as I could have in the early years. It was nearly 5 years later - during 2015 - when I went full time on this. By that time we were making something in the region of $5000 per month from affiliate marketing alone.

Takeaways:

• You don’t have to start big. Some creator businesses start safe, build over multiple years, before getting serious.
• If you can build slowly but surely alongside a fulltime job, you can build your skills and experiment widely without the stress of earning. This can set you up nicely for the long game.

Growing Creators: Monetizing Your Passion

As your content gains traction, opportunities for monetization start to emerge. This is when you might begin to see a modest income from your efforts.

Typical Metrics for Growing Creators:

• Followers/Subscribers: 1,000 - 10,000
• Monthly Earnings: $100 - $1,000
• Primary Income Sources: Ad revenue, affiliate marketing, consulting, education

Example: A Podcaster on Fire John Lee Dumas created the hugely successful ‘Entrepreneur on Fire’ podcast. Unlike me, he jumped in with both feet, almost right from the start. His first year shows what you can do once you’ve proven out your topic, and you commit to growing it. For most of us, this is a possible year 2, perhaps even 3. John earned $69,879 in his first year of Entrepreneurs on Fire. Here's how it broke down:

• Sponsorships: $26,952
• One-on-one mentoring: $22,950
• Affiliate income: $12,127
• Website design: $7,850

John's first year shows how creators can start generating income through a range of streams in their first year or two. Mentoring and services show up strongly here, since neither require a big audience to get started.

Takeaways:

• Early to mid stage can yield significant income with the right strategy
• Diversify income streams from the start
• Don't underestimate the value of higher-ticket income streams like mentoring or providing a service (web design in John’s case), which can earn a great living even from very small audiences

Established Creators: Scaling Up

Once you've built a sizable and engaged audience, your earning potential can skyrocket. You’ll feel it when it happens - suddenly you can’t keep up with your inbound messages, and it’s more about getting good at saying NO to the wrong things, rather than yes to everything! This is the time when brands start to approach you for partnerships, and you can really start to diversify your income streams.

Typical Metrics for Established Creators:

• Followers/Subscribers: 10,000+
• Monthly Earnings: $1,000 - $10,000+
• Primary Income Sources: Sponsorships, product sales, premium content

Case Study: Ali Abdaal's Growth Year (2019)

Ali Abdaal, a medical-student-turned-YouTuber, saw his income grow significantly in 2019, earning around $200,000. Here's the breakdown:

• YouTube ad revenue: ~$80,000
• Sponsorships: ~$50,000
• Affiliate marketing: ~$70,000

Ali's case demonstrates how a growing YouTube channel can generate substantial income from ads and sponsorships, while also leveraging affiliate marketing.

Since then, Abdaal has gone on to grow his revenue by creating courses and coaching aimed at aspiring YouTubers. He rocketed past $1m in earnings during 2020, and latest figures have him earning over $4m from a mix of YouTube ads, brand deals, and course and coaching sales.

Takeaway Summary:

• Ad revenue comes into it’s own when your audience really scales
• Brand deals become huge at this stage. The top 1% graduate beyond charging by the numbers. Their popularity offers enough leverage to charge 5x, 10x or more what mere numbers might suggest.
• When you earn trust with a big audience, they’re clamouring for your direct help. Create education & high-ticket coaching to support them, help them and grow your business as a result.

Ali’s business now extends beyond the standard niche paradigm too. His first big product success was in YouTube education, but more recently he’s gone back to his productivity education roots, releasing a course and membership aimed at solving that problem.

That really showcases one of the biggest skills in creating: adaptability! Keep your ear to the ground, and react to what your audience wants. It can take you on a wild journey.

As Justin Moore of CreatorWizard puts it:

"You have to be comfortable with realizing that your income streams may wildly change over the course of being a creator. Something that may have worked in the past may dry up. The biggest skill I can encourage people to strengthen is resilience." — Justin Moore

Exploring Income Streams for Content Creators

Alrighty, that’s the stages, and a few examples. Now, you’re probably pondering what methods to jump into first. Let's break down some of the most common income streams and how they apply across different platforms.

1. Ad Revenue

Platforms like YouTube, blogs, and podcasts offer ad revenue sharing. However, this is the one that relies most on volume. If you don’t have big numbers, it’s usually more hassle than it’s worth.

• YouTube: Typically pays $1 - $5 per 1,000 views (CPM) - depends highly on your niche.
• Blogs: Can earn $5 - $30 per 1,000 pageviews, depending on niche
• Podcasts: Sponsorship rates are around $20 - $25 per ad slot per 1,000 downloads (CPM)

Example: Blogging Earnings

Say you build a tech blog up to 50,000 monthly pageviews. We hit that within the first 2 years at ThePodcastHost, and it’s realistic to get there within a year with the right planning and work. If, at that point, we had gotten involved with an ad network that pays in the region of $10 per 1,000 views, that would earn about $500 per month from ads.

2. Sponsorships and Brand Deals

Brands pay creators to promote their products or services. This income stream can be highly lucrative at higher audience levels.

• Micro-Influencers (1,000 - 10,000 followers): May earn $100 - $500 per sponsored post
• Mid-Level Creators (10,000 - 100,000 followers): Can earn $500 - $5,000 per post
• Top Creators (100,000+ followers): Earnings can exceed $10,000 per post

Example: Instagram Partnerships

Here’s a realistic scenario. Personal trainer, Lisa, with 20,000 Instagram followers, partners with fitness brands. She charges $1,000 per sponsored post and supplements her income with affiliate marketing.

3. Affiliate Marketing

Promote products and earn a commission on sales through your unique referral links.

• Commission Rates: Typically 5% - 30%
• Platforms: Suitable for blogs, YouTube, podcasts, and social media

Example: Blog Affiliate Earnings

In the early 2010s, as a wee side project, I built a Mountain Biking website to a pretty decent level of traffic - in the region of 75,000 visits per month. I reviewed mountain biking products, bikes, gear and gadgets, and used a variety of networks to monetise via affiliate links (Awin and Amazon were the biggest ones).

At it’s peak, that site was generating close to $1,000 per month in revenue. Nothing life-changing, but for a small site and just a few hours a week on writing, it was a great little business.

4. Digital Products and Services

Creating your own products allows you to leverage your expertise.

• Examples: Online courses, ebooks, coaching services
• Earnings Potential: Ranges from hundreds to thousands of dollars per month, depending on pricing and sales volume

Example: Online Course Creating

Ali Abdaal created his part-time YouTuber academy, and added 2 tiers to it. The first was a DIY course for $1,000 and the second was a more highly coached version, with lots of help from his team at around 4x that price.

5. Memberships and Subscriptions

Offer exclusive content or perks to subscribers for a recurring fee.

• Platforms: Patreon, YouTube Memberships, Substack
• Earnings Potential: Depends on subscription price and the number of patrons

Example: Membership Community

We run our Podcraft Academy for podcasters that want a fool-proof guide to growing an audience and a business around their podcast content. It includes courses, coaching, tools and resources to help you get there. We charge an annual rate to be a member, and people really value the community over time.

Both this and Ali’s example above show examples of the types of products you can create to offer your audience. If they have a goal, and you can help them get there, then there’s a great opportunity for you to plug the gap!

Platform-Specific Earning Strategies

Each platform has its own nuances and monetization options. Here's what you need to know.

YouTube

• YouTube Partner Program Requirements: 1,000 subscribers and 4,000 watch hours in the past 12 months
• Earning Methods:
  • AdSense revenue
  • Channel memberships
  • Super Chat during live streams
  • Merchandise shelf

Tips for YouTube Creators:

• Optimize Video SEO: Use keywords in titles and descriptions.
• Engage with Your Audience: Respond to comments to build a community.

Podcasting

• Earning Methods:
  • Sponsor or advertising slots
  • Brand deals: eg. reviewing a product on a single episode
  • Premium content through platforms like Patreon
  • Live events or webinars
  • Merchandise sales
  • Services, such as consulting and coaching

Tips for Podcasters

• Podcasting is a lower-volume, higher trust medium. This means you’ll rarely grow as big an audience as a blog or a YouTube channel. But they grow to know you so well that they’re MUCH more likely to buy from you.
• In this case, high-ticket, high-trust products and services work really well. Consulting, coaching, mastermind groups or a real service (accounting, web design, PA services, marketing, etc) can earn you a great living from an audience which numbers in the 100s.

If you do work with sponsors, Justin Moore emphasizes adapting your pitch to your size. Offer more than a basic ad slot, to give more value to the sponsor:

"What you pitch has to change. If you're getting 50 or 100 downloads, focus on offering content creation services to brands rather than ad spots." — Justin Moore

Blogging

• Monetization Methods:
  • Display ads
  • Affiliate marketing
  • Sponsored posts
  • Selling digital products

Tips for Bloggers:

• Focus on SEO: High-ranking articles bring consistent traffic.
• Build an Email List: Direct communication with your audience increases monetization opportunities.

Social Media (Instagram, TikTok)

• Earning Methods:
  • Sponsored posts
  • Creator funds (e.g., TikTok Creator Fund)
  • Affiliate marketing
  • Merchandise sales

Tips for Social Media Creators:

• High Engagement: Brands value engagement over follower count.
• Consistency: Regular posting keeps your audience engaged.

Question: Which platform aligns best with your content and audience?

Choose one platform to focus your efforts on, especially in the early stages.

Factors Influencing How Much a Creator Earns

Understanding what affects your earning potential can help you strategize effectively.

1. Niche and Target Audience
   • High-Value Niches: Finance, technology, and health often command higher ad rates.
   • Audience Demographics: Brands may pay more to reach certain age groups or locations.
2. Content Quality and Consistency
   • Quality Over Quantity: High-quality content attracts and retains viewers.
   • Regular Schedule: Consistency builds trust and anticipation.
3. Audience Engagement
   • Engagement Metrics: Likes, comments, shares, and watch time matter.
   • Community Building: Loyal followers are more likely to support you financially.
4. Marketing and Self-Promotion Skills
   • Branding: A strong personal brand makes you more attractive to sponsors.
   • Networking: Building relationships can lead to collaborations and partnerships.
5. Adaptability and Resilience
   • Platform Changes: Algorithms and policies can affect reach and earnings.
   • Diversification: Multiple income streams can mitigate risks.

Strategies to Increase Your Earning Potential

Now that you know how it all works, let's look at actionable steps to boost your income.

1. Diversify Your Income Streams

Relying on a single income source is risky. Explore multiple monetization methods that suit your content and audience.

2. Invest in Skill Development

• Learn Marketing Skills: Understanding SEO, social media marketing, and email marketing can expand your reach.
• Improve Content Quality: Consider courses or coaching in your content area.

3. Engage with Your Community

• Host Live Sessions: Interact directly with your audience.
• Create a Community Space: Use platforms like Discord or Facebook Groups.

4. Collaborate with Other Creators

• Guest Appearances: Expand your audience by appearing on others' platforms.
• Joint Projects: Co-create content or products.

5. Be Adaptable

Stay informed about platform updates and industry trends to pivot your strategy as needed.

Conclusion: Navigating the Creator Economy

Becoming a content creator isn't a guaranteed path to riches. But, what is?! With the right strategies and mindset, though, it really is possible to build a real, sustainable career in the space. If you’d told my 18 year old self that I’d end up writing, recording and making for a living, he’d have told you to pull the other one. But I’m living proof that it’s possible, along with many thousands of others.

Estimated Earnings Timeline:

• Year 1: $0 - $1,000 per month
• Years 2-3: $1,000 - $5,000 per month
• Years 4-5: $5,000+ per month

Remember, these numbers are pretty rough, and depend highly on your niche, your approach and a whole lot more. But I’ve seen creator after creator hit these milestones, so I know it’s realistic. I’ve also seen quite a few rocket way past these numbers when they’re lucky enough to find that far more rare ‘lightning in a bottle’ situation.

The key is to focus on delivering value to your audience, day in, day out. Concentrate on that, rather than the numbers, and you’ll find your way to your goal. Make sure to stay adaptable, keep learning, and you might even have a bit of fun along the way too!

Justin Moore sums it up well:

"The biggest skill that I can encourage people to strengthen is just resilience. Realizing that things are going to change... If you want to be a full-time creator, getting comfortable with that fact is important." — Justin Moore

Ready to embark on your creator journey? It's time to take actionable steps toward your goals.

Additional Resources

• Creator Toolbox Podcast: Tune into our latest episodes for insider tips.
• How much do podcasters make?: A complete guide to earnings as a podcaster, on our sister site thePodcastHost.