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After publishing almost 200 videos, accumulating hundreds of thousands of followers and accumulating millions of views, Carla Lalli Music is renouncing YouTube. Substack is your new approach.
Music is an author of kitchen books and creator of food content, and is changing her approach to Sustack, a subscription platform that allows creators to charge users subscriptions for access to their content. Music told CNBC that he made that decision after winning more in a year of use of subsack, almost $ 200,000 in income, than by publishing videos on YouTube since 2021.
Music is the exact type of content creator that the subsack is trying to attract its platform, since Tiktok’s future in the United States remains in limbo.
Sustack, based in San Francisco, was launched in 2017 as a tool for news writers to charge readers a monthly rate to read their content. The platform allows creators to connect with their followers directly without having to Navigate algorithmic models That control when its content is shown, as is the case in Tiktok, Google YouTube and other social platforms. Sustack has raised around $ 100 million, more recently to a subsequent assessment of more than $ 650 million, the company told CNBC.
This year, Sustack has expanded its focus beyond the newsletters, and Thursday, it is announced that creators can now publish video content directly through the substack application and monetize these videos.
“There will be a world of people who are much more focused on videos,” said Sustack Hamish McKenzie co -founder to CNBC. “That is a huge world that is only beginning to penetrate.”
The substitute began this impulse after the panorama of social networks became a flow as a result of the effective Tiktok prohibition in January that caused the popular Chinese property service to be disconnected for a few hours. Tiktok was also eliminated from Apple and Google application stores for almost a month.
The Tiktok interruption in January occurred as a result of a law signed by former President Joe Biden to force a sale of the Chinese property application or that was effectively prohibited in the United States on his first day in office, President Donald Trump Trump He signed an executive executive. Order that extends Tiktok’s ability to operate in the US., But that order expires on April 5.
Days after Tiktok disconnected, the substitute launched a $ 20 million fund to the creators of the Court to its platform.
“If Tiktok is prohibited for political reasons, there is nothing to do with the work he has done, but he really affects his life,” said McKenzie. “The only one and sure adheres to that if he does not place his audience in the hands of some other volatile system that does not care what happens to his livelihood.”
Go beyond the newsletters
McKenzie says they chase the creators on the social media platforms of the competition to start sharing their subsack video content.
“Video creators first, people who are oriented to mobile devices, there is a lot of new possibility waiting to be unlocked once they meet this model in the right place,” said McKenzie.
Sustack already has more than 4 million payments payed with more than 50,000 creators who earn money on the platform, the company said. Sustack says that 82% of its 250 main income creators have already integrated audio or video in their content, which reflects a growing emphasis on multimedia content.
Before video ads, the subsack allowed creators to publish videos in the application to the notes, which is the front feed format of the platform. But the feature did not allow creators to publish video content behind the substant payment walls.
The update allows creators to place video content behind a payment wall and provides data on the estimated income impact. It also allows them to track the audience and the new subscribers.
Carla Lalli Music is a food book writer and food creator.
Carla Lalli Music
The replacement impulse in the video is a welcome development for creators like Music, who was losing money when making videos for YouTube.
The music said that each video costs him $ 3,500 to produce despite the filming at home. If you published four videos per month on YouTube, you will win around $ 4,000 in revenue. The music was losing around $ 10,000 a month, he said.
“It’s really depressing to operate with a loss,” said music.
Even with the brand offers, which is an agreement in which brands pay the creators to publish content that promotes their products, the profits were barely enough to recover the publication costs on YouTube, Music said.
More than half of the creative economy of $ 290 billion comes from the direct value to the window. That includes the sale of tickets, courses, live broadcasts and memberships paid, according to A survey Made by Patreon, a subsistence competitor.
With his change to substitution, Music said that he is now focused on writing another book, publishing recipes behind the platform payment wall and sprinkling on occasional videos.
“I have much more than benefit from the attention focused on a smaller group of people than ever to launch things and see what I was going to continue with billions of potential members of the audience,” Music said. “It’s more sustainable.”
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