How much money YouTube pays creators with 100,000 subscribers per month, according to a fitness influencer
Joe Farrington, 18, lives in the UK and posts fitness videos to his YouTube channel "Joe Fazer" with 139,000 subscribers. Farrington told Business Insider that he treats YouTube like a full-time job and earns money through sponsorships and ads in his videos. YouTube creators like Farrington earn money off the platform through YouTube's Partner Program, which lets creators monetize their channels with video ads. On average, Farrington's YouTube channel earns about $560 a month from the ads that play in his videos, he said. In response to the coronavirus, and taking college classes from home, he's thought about potentially taking a year off from University this fall to focus on his YouTube channel, he said.
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How much money YouTube pays creators with 100,000 subscribers each month varies based on the video content and audience the channel attracts. Joe Farrington, 18, lives in the UK and posts fitness videos to his YouTube channel "Joe Fazer" with 139,000 subscribers. Farrington started his YouTube channel in 2012 and created multiple different channels throughout the years, he said. Today, he treats YouTube like a full-time job and earns money through sponsorships and ads in his videos, he told Business Insider. "Before I started this channel I got into fitness," he said. "I posted my transformation – which a transformation will always get a fair amount of views – and after I posted it, it went absolutely viral with 26 million views." Creators on YouTube earn a certain amount of money for a video from Google's AdSense program based on their CPM rate, or cost per 1,000 video views. CPM rates vary between creators, and no creator consistently has the same rate. CPM depends on a number of factors, from the place in the video where viewers normally drop off to the type of advertisers the video attracts. Many creators have ad-placement strategies for earning the most money possible. Advertisers pay more for an informative business-related video than a vlog-style video. The rate also depends on seasonality, with lower CPM rates at the start of the year and higher ones toward the end. Some videos that contain swearing or copyrighted music can be flagged by YouTube and demonetized, earning hardly any money for the creator (or none at all). One of YouTube's biggest stars, David Dobrik, recently said in an interview that he earned only around $2,000 a month from AdSense, despite weekly videos gaining an average of 10 million views. He makes most of his money on custom merch, Dobrik told The Wall Street Journal in March. After posting his "1 year body transformation" video 2 years ago, and seeing how well the video performed, Farrington decided to post more fitness-related content and continue sharing his journey with his growing audience. That video (with 26 million views) earned over $8,000 in AdSense, according to a screenshot viewed by Business Insider. "The viral video definitely helped," he said, adding that he gained around 60,000 subscribers from that one video. "But there's a difference between subscribers and subscribers who actually want to watch you. Some people find a video, subscribe, but then they don't watch the rest of your videos. Because I've been consistent I've gained more subscribers who actually watch my videos." Monthly, Farrington's YouTube channel earns about $560, according to a screenshot viewed by Business Insider. "I'd say it's about a 70/30 spilt," he said about his sponsorship revenue compared to his ad revenue. "Sponsorships 70, YouTube 30." Farrington has a long-term partnership with the popular UK protein powder company, My Protein, he said. He earns revenue when his followers use his discount code.
How influencers like Farrington make money online Many influencers are getting smart about finding ways to diversify – especially in recent weeks with the ad business hurting for influencers due to the coronavirus pandemic. Recently, YouTube creators experienced a decline in direct-ad-revenue rates from the platform in April, likely because of shifting ad budgets. Some creators have larger business ventures outside of ad-supported revenue models, like YouTube creator Preston Arsement who is also the CEO of the digital-media studio TBNR, which Forbes estimated earned $14 million before taxes from June 2018 to June 2019. Others sell consumer products like makeup, merchandise, or books that have the potential to become New York Times bestsellers. These types of revenue streams are more important than ever for influencers, as brand deals and AdSense revenue fall dramatically. "I'm getting double the amount of views now, but half the revenue," Farrington said about his YouTube channel in recent weeks. In response to the coronavirus, and taking college classes from home, Farrington said he's thought about potentially taking a year off from University this fall to focus on growing his YouTube channel. "I'm debating whether I should take a year out and focus on YouTube," he said. "And if that doesn't work out then the next year I will go back to University and do YouTube on the side." Sign up for Business Insider's influencer newsletter, Influencer Dashboard, to get more stories like this in your inbox.
For more on the business of YouTube creators and influencers check out these posts on Business Insider Prime:
How much money YouTube pays for 1 million views, according to 5 creators: YouTube's Partner Program allows influencers to earn money off their channels by placing ads within videos.
5 YouTube creators break down their monthly incomes from the platform: YouTube creators are paid out monthly and Business Insider spoke to 5 influencers who broke down how much they'd earned in a month from the platform.
How to get in contact with top influencers using Instagram direct messages, according to a CEO who has landed clients like TikTok star Addison Rae with a simple DM: Unlike LinkedIn or Twitter, on Instagram users can direct message anyone – no matter how famous they are.
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Here's how a 'shoetuber' with over 500,000 subscribers earns thousands of dollars a month making YouTube videos about how to resell sneakers
Michael Mitchell makes thousands of dollars a month on YouTube from posting videos about sneakers. Mitchell...Michael Mitchell makes thousands of dollars a month on YouTube from posting videos about sneakers. Mitchell is part of a growing movement of "shoetubers," or YouTube influencers who make money from videos about reselling sneakers. He's had brand partnerships with companies like Nike, Adidas, Reebok, Foot Locker, and Champs and also makes money through Google's AdSense program. Sign up for Business Insider's retail newsletter, The Drive-Thru. Visit Business Insider's homepage for more stories. Reselling sneakers can be profitable on its own. But there's a whole wave of sneakerheads who have figured out how to use YouTube to make even more. Michael Mitchell is one of these so-called "shoetubers." The 25-year-old says he earns between $1,200 and $10,000 a month from his videos, which largely focus on sneaker culture and the art of reselling. He is one of many influencers capitalizing on a platform that rewards content creators monetarily for amassing views on their videos. Mitchell didn't plan to be a shoetuber. He used to resell sneakers through his business, called A Sneaker Life, which involved him buying sneakers early, reviewing them for his audience on Instagram, and reselling them. At the same time, Mitchell was reselling sneakers to be able to afford the collection of shoes that he was amassing himself. In his first year of college at Johnson & Wales University in 2014, Mitchell says he pulled in around $150,000 in sales from reselling shoes. "The whole YouTube aspect of it was just on the side," said Mitchell, who initially used the platform to promote his business. "And then YouTube just kind of took off." As Mitchell grew his business, the rise in the sneaker resale market, which a Cowen & Co. analysis estimated could be worth $6 billion by 2025, became fodder for its growth. Eventually the sneakerhead's YouTube career skyrocketed when he made a video in 2015 that outlined how to afford being a sneakerhead. The video went viral and brought in a wave of new subscribers, fans, and customers. Mitchell currently has 513,000 subscribers on his "A Sneaker Life" channel and 154,000 subscribers on his personal YouTube channel about his life. Here's how Mitchell went from a sneaker reseller to a shoetuber making thousands of dollars a month.SEE ALSO: A sneakerhead who made nearly $7 million in sales last year reveals his secrets to tapping into the exploding multibillion-dollar resale market Mitchell says he started at the right time When Mitchell first started shoetubing in 2013, he said there were maybe 100 sneaker videos posted on YouTube a month. He said that having 10,000 subscribers was considered an accomplishment back then. "And now you have typically like 20,000 to 100,000 videos every month because everybody wants to do it," Mitchell said, explaining how much the shoetuber world has changed through the years. His subscriber count skyrocketed after he posted a video about how to become a sneakerhead in 2015 "It just got big where I was making enough YouTube revenue where I kind of just stopped reselling sneakers and became more of just a collector," Mitchell said. Mitchell currently has 513,000 subscribers on his "A Sneaker Life" channel and 154,000 subscribers on his personal YouTube channel about his life. Now he makes thousands of dollars a month through YouTube Google's AdSense program is responsible for part of how YouTubers make money. The amount that a YouTube creator earns per 1,000 views is called the clicks per minute (CPM) rate, which Mitchell says determines a lot of his revenue and tends to fluctuate video to video. Mitchell says he now makes between $1,200 and $10,000 a month through YouTube thanks to a partnership with Complex Media and Google's AdSense program. Most of his money comes from brand deals "Brand deals are huge for, I would say, shoetubers and just YouTubers in general," said Mitchell, who estimated that 80% of his income comes from brand deals with companies like Nike, Adidas, Reebok, Foot Locker, Champs, and resale marketplaces like StockX and Goat. Mitchell says brands essentially buy an ad placement through a deal with a YouTuber. These deals put Mitchell in the position of having part of his content determined for him by his sponsors and were a part of the reason Mitchell decided to transition from reseller to shoetuber. Additionally, he said, "I didn't really want to be known as a sneaker reseller, more so just, I guess — as cringey as it is to say — an influencer." For budding shoetubers and resellers, Mitchell offers words of wisdom "My biggest advice would be to really study the market and know what you're doing before thinking, 'Oh, this is just a great idea and anyone can do it,'" he said, suggesting that would-be resellers get in the habit of reading sneaker blogs and reguarly checking websites like StockX. "It takes a lot more work than people think," he added.
Tana Mongeau and the business of drama, how much money 150 million YouTube views makes, and this year's Streamy Awards
Hi, and welcome to this week's Influencer Dashboard newsletter! This is Amanda Perelli and I'll be...Hi, and welcome to this week's Influencer Dashboard newsletter! This is Amanda Perelli and I'll be briefing you on what's new in the business of influencers. This week, I dove into the business behind controversial content on YouTube and spoke to talent manager Jordan Worona, the CEO and founder of the digital talent management firm We are Verified. Worona told me that in 2017, shortly after the YouTube star Tana Mongeau, now 21, was arrested at Coachella Valley Music and Arts Festival and charged with underage drinking, she sent him a picture of her mug shot, requesting he turn it into a shirt for her to sell to her followers. Worona, who is her manager, said that at the time he thought it was a bad idea. Mongeau told him he could either do it with her, or she'd do it with someone else, so he eventually agreed. The T-shirts earned $40,000 in two days, he said. "The audience was not only watching the drama but buying the drama, wanting to be a part of it," he said. "Other managers, and most representation, don't want controversy, bad press, or anything negative. That's made me different." But drama comes with a downside. Despite their reach — Mongeau has 5 million subscribers and another Worona client, Trisha Paytas, has 4.9 million — his clients often have trouble making money from Google-placed ads and its Preferred program. But Worona said what they lose in terms of brand safety, he believes they make up for in terms of authenticity. Read the full post on how Worona helps his clients like Mongeau earn money, here. You can read most of the articles here by subscribing to BI Prime. And if this is your first time reading Influencer Dashboard, subscribe to the newsletter here. How much money a YouTube video with 150 million views makes, according to a top creator The YouTube creator Paul Kousky, who has 10 million subscribers, broke down for Business Insider how much he made from a video with 150 million views. Kousky said the video, which was about a Nerf gun war, didn't go viral overnight, and instead attracted viewers about six months later from around the world. The subject helped the video spread. "What I've seen with my videos is the ones that go viral are global hits," he said. "Because everyone knows what a Nerf gun is." Read the full post on how much money creators on YouTube can earn off a single video with 150 million views. The Streamy Award nominees are ... Since 2009, The Streamy Awards have recognized creators in online video and this year the ceremony will be held in Los Angeles on December 13. Check out my profiles of some of the creators who are nominated for awards this year: Lizzy Capri has amassed over 4 million subscribers and over half a billion views less than two years after posting her first video online. She's nominated for breakout creator of the year. Read more on Capri, who shares her story of quitting her day job at LinkedIn to become a creator. Preston Arsement — commonly known as Preston or PrestonPlayz online — built a business on YouTube by turning his hobby into a full-time job and has hired a team, including his parents, to help him. He's nominated for gaming channel of the year. Read the full post for a look inside Arsement's 24-person YouTube business. The YouTube star Collins Key, who got his start on "America's Got Talent" in 2013 performing magic, now has a successful YouTube channel with his brother Devan, which has over 19 million subscribers. He is nominated for creator of the year. Find out how Key used a data-driven strategy to gain 19 million subscribers. YouTube video of the week! Last week, YouTube released its year-in-review video "YouTube Rewind," as part of its annual tradition of highlighting the year's biggest trends and creators on the platform. Last year's "Rewind 2018" video caused an uproar, with viewers disappointed with the style of the video and the events YouTube chose to highlight from that year. This year's video received a similar reaction, and currently has over 7 million dislikes, to 2.8 million likes. For my YouTube video of the week, I chose this video made by YouTube creator JayLaw, titled "YouTube Rewind 2019 - The Legends Edition." The video was uploaded Dec. 4 and has 5.6 million views. Top YouTube stars like Casey Neistat have shared the video online, tagging YouTube and asking the company to hire JayLaw for next year's rewind. Send tips or feedback to me at firstname.lastname@example.org. Here's what else we're reading: YouTube stars rarely break into mainstream entertainment despite being worshipped by millions of fans. Here's why they might be better off online: Lindsay Dodgson, from Insider, wrote about how there's a surprising lack of representation from the online community on mainstream entertainment platforms like TV and film. The WIRED Guide to Influencers: Paris Martineau, from Wired, published a guide to influencers, everything you need to know about engagement, power likes, sponcon, and trust. Jeffree Star is giving himself a $14.6 million mansion for Christmas after running out of space at his last luxury home: Amanda Krause, from Insider, covered Jeffree Star's new home, located in Hidden Hills, California, which includes everything from a movie theater to a two-story gym. In Three Weeks YouTubers Need to be COPPA Compliant — But They Have No Idea What that Means: Chris Stokel-Walker wrote about YouTube's Children's Online Privacy Protection Act (COPPA) for Medium, and spoke to creators on how the policy is affecting them. Join the conversation about this story » NOW WATCH: Documentary filmmaker Ken Burns explains why country music is universal
YouTube star Tana Mongeau's manager explains how they've built a money-making business despite controversy, including $40,000 from T-shirts of her mug shot
The YouTube star Tana Mongeau's talent manager Jordan Worona spoke with Business Insider about the business...The YouTube star Tana Mongeau's talent manager Jordan Worona spoke with Business Insider about the business behind controversial content on YouTube. Worona said his clients were OK with losing brand deals for the sake of authentic content, and that he helps them develop revenue streams and grow a following. Sign up for Business Insider's influencer newsletter, Influencer Dashboard, to get more stories like this in your inbox. Click here for more BI Prime stories. In 2017, shortly after the YouTube star Tana Mongeau, now 21, was arrested at Coachella Valley Music and Arts Festival and charged with underage drinking, she sent her talent manager Jordan Worona a picture of her mug shot, requesting he turn it into a shirt for her to sell to her followers. Worona told Business Insider that, at the time, he thought it was a bad idea. "I thought that was a terrible idea, and I didn't want to promote that," Worona said. "She told me I could either do it with her, or she'd do it with someone else." Worona eventually agreed, and he said the T-shirts earned $40,000 in two days. "The audience was not only watching the drama but buying the drama, wanting to be a part of it," he said. "Other managers, and most representation, don't want controversy, bad press, or anything negative. That's made me different." The business behind controversial content Worona started his career in traditional entertainment as an assistant to a talent manager at Agency for the Performing Arts. He worked at the social-focused companies Fullscreen and Studio71 before he eventually decided in 2013 to build his own talent-management firm, We Are Verified, where he manages Mongeau, Trisha Paytas, Sarah Baska, and about 11 others. "It was really obvious to me that some of the kids who were on the platform that were the loudest, attention seeking, those guys were the ones who were doing really well in numbers," Worona said. "I wanted the personalities, and the people who could be authentic and really original, and the people who enjoyed making their own content." He said his day-to-day work starts with two things: how to grow his clients' revenue streams and how to help them grow a following. "I try to simplify it as much as possible," he said. "I think a lot of this industry is about speed too." Talent managers like Worona help their clients diversify their online brands and build lasting partnerships with companies through influencer marketing campaigns. They also often assist their clients in developing consumer products and merchandise, which has been popular among influencers in 2019. Worona is known best for managing Mongeau, who has 5 million subscribers on YouTube and has built an empire off her authentic, and sometimes controversial, story-time videos. This summer, Mongeau "married" the YouTube star Jake Paul in an event that led to traditional media coverage and people speculating whether the marriage was real or fake. Mongeau has continued to make headlines for extreme photo editing, her changing relationship status, and her general candor with her viewers, like this recent 17-minute-long lingerie-haul video in which she explains why she turned down a $2 million sponsorship. Throughout her four years on YouTube, she's engaged millions of young teens who just can't seem to look away. But her antics can sometimes mean trouble for her brand. "There's definitely times when it goes too far, and I'm usually really honest with my clients about that," Worona said. 'They are not necessarily Google Preferred, in terms of making advertisers happy' Mongeau is a self-proclaimed "struggling demonetized influencer," which means she barely earns any revenue from her YouTube channel through ads. On YouTube, creators who are a part of Google's Partner Program can earn money directly through ads placed by Google on their videos. But videos that contain swearing, copyrighted music, or generally controversial material can be flagged by YouTube and demonetized, earning hardly any money for the creator (or none at all). Google Preferred is the company's group of the top brand-friendly creators on YouTube, picked by Google, like Michelle Phan and "Good Mythical Morning," which are recommended to advertisers for their desirable ad-friendly content and demographic. Despite their reach, Worona's clients often have trouble making money from Google-placed ads and its Preferred program. "Some of them definitely have an issue with brand safety," Worona said of his clients. "They are not necessarily Google Preferred, in terms of making advertisers happy." But that doesn't mean they don't work with brands. Worona said his influencers work with brands on sponsorships in which they promote the brand on Instagram and YouTube through timed video mentions or in-feed posts. His clients, like Mongeau, have worked with brands like Fashion Nova, a brand that doesn't care if an influencer is controversial, he said. His other clients, like Paytas (known as blndsundoll4mj online, with 4.9 million subscribers), earn revenue through books (Paytas has two books sold on Amazon), merchandise, affiliate marketing, and through products like monthly subscription services (Paytas has a "Glitter Bitch Box" that she sold over the summer). Losing brand deals for the sake of authentic content Still, controversial content can hurt the bottom line — but only in the short term, according to Worona. "We definitely see a decrease in ad dollars from brand-safe companies, or companies looking for brand-safe influencers," Worona said. "But, I think, for what we lose in terms of brand safety, we make up for in terms of authenticity." In general, Worona said he tries to stay out of the content, only occasionally stepping in to advise, or help with handling "the aftermath." "I really try to stay out of the content game in terms of what they are trying to create, especially when it comes to drama," he said. "When there's a huge situation, and we want to talk about the best way to handle it, or if they actually did something wrong, I'm usually the guy who will tell them if they did something wrong, and if they need to apologize or how to handle it." For more on the economics of an influencer career, according to YouTube and Instagram stars, check out these Business Insider Prime posts: A TikTok star with 880,000 followers explains the ways she earns money and how much she makes: The 22-year-old college student Salina, known as "Salinakilla" online, began uploading videos to TikTok about four months ago and now has 882,000 followers. She broke down how she earns money through the app. How much money a YouTube video with 1 million views makes, according to 4 creators: Business Insider spoke with four YouTube creators — Marina Mogilko, Kevin David, Austen Alexander, and Shelby Church — about how much each of them earned from videos with 1 million views. An Instagram influencer with 166,000 followers breaks down how much money she earns from a sponsored post: Katy Bellotte, a YouTube creator and Instagram influencer, broke down how much she earns per sponsored Instagram post. 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