Thank you for posting this Tiffany. I read Nir Eyal's book "Hooked" while I was in college and my perception of social media apps had shifted ever since. I am not surprised that these social media entities are paying out so much money to their best creators, because the viewer will shift to whoever has the best content. As more content viewing apps come into the fray, including streaming platforms like Peacock and Disney Plus, I wonder when more Creators will start to get paid like movie stars for the sponsorship of their content.

Influencers' unique capability to offer both the creation of content + an avenue for its distribution give an unbeatable value for eyeballs. Youtube shares revenue with their content creators through ads, I wonder if any of the other social media companies will offer a similar split instead of giving money out of a creator fund. Given how large these creator funds are, the pie is certanily large enough for themto start doing so whenever they please.