Making money from social media: Most profitable platforms for creators

The 2 main ways to make money on social media

When making money from social media, creators typically follow two paths: direct monetization and indirect monetization. Both can be profitable, but understanding the difference is key to picking the right strategy for your content and audience.

Direct monetization

One way you can get paid from social media is via direct monetization, where platforms pay you directly for the content you create. Think platform revenue shares, subscriptions, and tips. If you've ever received a payout from the YouTube Partner Program or TikTok Creator Fund, you've used direct monetization.

Common examples include:

• Ad revenue: Earn money from ads placed on or alongside your videos.
• Creator funds: Platforms like TikTok and Instagram pay eligible creators based on views and engagement.
• Subscriptions: Fans pay a monthly fee for exclusive content, badges, or perks.
• Tipping and live gifting: Viewers can send money during live streams.

Indirect monetization

Indirect monetization means you're leveraging your audience to drive income from outside sources. This method doesn't rely on the platform paying you; instead, it uses your influence to promote or sell.

Key models include:

• Affiliate marketing: Promote products and earn a commission for every sale through your custom link.
• Sponsorships and brand deals: Partner with brands for paid posts or collaborations.
• Merch sales: Use your platform to drive traffic to your shop or print-on-demand storefront.
• Lead generation: Funnel traffic to a service, product, or course you own.

You can combine both methods to maximize revenue across social media platforms and beyond with the right approach.

What social media platform pays the most? The 7 highest-earning platforms

Not all platforms are equal when it comes to creator earnings. Below are seven of the best social media platforms for making money, especially for video content creators. We'll cover what each is known for, how they pay, and what kind of revenue you can expect based on your audience size and engagement metrics.

1. YouTube

YouTube is a widely used platform for video content creators, providing various monetization opportunities. Creators can generate income through advertising revenue, channel memberships, tips during live streams, and even merchandise sales.

Primary use: Short-form video content.

Monetization options:

• Ad revenue via YouTube Partner Program: Typically 1–5 dollars per 1,000 views, depending on niche and CPM.
• Channel memberships: Fans pay monthly for exclusive perks.
• Super Chats and Stickers: Viewers send tips during live streams.
• Merch shelf integration: Promote your products directly under videos.

Example use case: A creator with one million monthly views could earn between 2,000 and 5,000 dollars from ad revenue. You can also explore Vimeo's integrations with YouTube to repurpose content efficiently. 

See how YouTube compares with Vimeo →

2. TikTok

TikTok's format for short videos and its live streaming features provide creators with various opportunities to generate income, such as direct payments, virtual gifts, and brand partnerships. Although the TikTok Creator Fund provides a foundational payout, the platform further encourages the production of longer content through its Creativity Program Beta.

Primary use: Short-form video and live streaming.

Monetization options:

• TikTok Creator Fund: Pays roughly 2–4 cents per 1,000 views, but payouts are only available in certain countries.
• TikTok Creativity Program Beta: Offers higher payouts for longer content.
• Live Gifts: Fans send virtual gifts that convert to real cash.
• Brand deals and affiliate marketing: High potential for sponsored content.

Example use case: A TikTok creator with 100,000 followers can earn $200-$1,000 per sponsored video. Vimeo also offers integrations with TikTok to help creators manage short-form videos more effectively. If recent proposed legislation changes have you concerned about your platform dependence, learn about diversifying from TikTok or explore alternatives to TikTok. 

3. Instagram

Instagram is a visually driven platform providing creators with a distinctive array of monetization options beyond conventional advertising income. Influencers capitalize on the platform's focus on image-focused content and engagement to establish collaborations and boost sales through integrated shopping functionalities.

Primary use: Visual content, Instagram Reels, Instagram Stories, and live video.

Monetization options:

• Bonuses for Reels: Instagram occasionally offers creator bonuses for primarily using Reels.
• Badges in Live: Followers can tip creators during streams.
• Affiliate marketing and brand partnerships: Affiliate branding is a core income driver for influencers, and it is heavily encouraged on Instagram. “Link in bio!”
• Shop integrations: Sell directly through your feed and Stories.

Example use case: Influencers with many followers can charge hundreds or thousands of dollars per sponsored post.

Check out Vimeo’s integration with Instagram →

4. Facebook

Facebook utilizes its established user base and various content formats to offer creators numerous revenue opportunities. In addition to conventional advertising, the platform promotes community interaction through features such as tipping and subscription services, fostering a more direct connection between creators and their audiences.

Primary use: Community-building, live video, and Reels.

Monetization options:

• Ad revenue via In-Stream Ads: Pays based on views and engagement.
• Stars tipping system: Fans can send Stars during live videos.
• Paid subscriptions: Offer exclusive content for a monthly fee.

Example use case: Facebook Reels creators can earn up to $35,000 through limited-time bonuses.

Check out Vimeo’s integration with Facebook →

5. Twitch

Twitch has established a distinct position within social media by emphasizing real-time interaction with audiences, particularly around video game streaming. The platform's key advantage is its committed community and the direct financial contributions viewers make to support their preferred creators, who often play video games for those viewers.

Primary use: Live streaming for gaming, music, and creative content.

Monetization options:

• Subscriptions: Fans subscribe monthly for access and perks.
• Bits tipping system: Viewers buy Bits to cheer during streams, with a portion of the money spent going to the creator.
• Ad revenue: Earn from mid-roll and pre-roll ads.
• Sponsorships and merch sales: Often a key income source for streamers.

Example use case: A Twitch streamer with 1,000 subscribers can earn $2,500 or more monthly from subs (subscribers) alone.

6. Snapchat

Snapchat provides creators with avenues to engage with shorter video content that lasts 60 seconds or less. Although direct payments reward high-performing content, the main advantage for creators on the platform frequently resides in establishing brand collaborations that cater to a Gen Z user base.

Primary use: Short-form video and daily stories.

Monetization options:

• Spotlight payouts: Snapchat pays top creators for high-performing Snaps.
• Brand deal opportunities: Snapchat is typically most used by Gen Z audiences, so generally, products are marketed toward this age group.

Example use case: Creators selected for Spotlight bonuses can earn thousands per viral Snap.

7. X (formerly Twitter)

Since changing its name, X has further adapted its monetization approaches to align with its varied content ecosystem. Creators on this platform have the opportunity to utilize not only the conventional advertising model but also receive direct support from their community to earn revenue.

Primary use: Real-time conversation, short videos, and text posts.

Monetization options:

• Ad revenue sharing: Pays creators based on tweet impressions and engagement.
• Subscriptions: Popular users can offer exclusive content through monthly payments.
• Tips: Followers can tip directly via Stripe integrations.

Example use case: Creators with high-engagement posts can earn $10–20 per 100,000 tweet impressions.

Check out Vimeo’s integration with X →

Why some content creators are adding Vimeo Streaming to their monetization strategy

Vimeo is enhancing its video monetization features through Vimeo Streaming, a solution that provides you with control over your content and audience with your own streaming channel. This user-friendly platform offers all the necessary tools to launch, manage, and monetize your streaming content effectively.

With Vimeo Streaming, you can launch a full-fledged streaming service with more direct access to your target audience. Vimeo is a platform for prominent entertainment brands, including Dropout (formerly CollegeHumor), Try Guys, Martha Stewart, World of Wonder (the creators of RuPaul’s Drag Race), Side Men, Watcher, and others. 

Many of these customers also utilize social media platforms because they complement their wider distribution strategy and help drive traffic to their own streaming services.

Check out Vimeo Streaming →

Frequently asked questions

What’s the fastest social media platform to grow on?

Currently, TikTok offers users the fastest organic growth potential, thanks to its algorithm, which promotes fresh content regardless of follower count. Many creators see viral success within days or weeks of consistently posting, although the success of your content can ebb and flow with trends.

What’s the easiest social media platform to make money on?

TikTok and Instagram Reels are considered the easiest platforms to start earning on, thanks to strong algorithmic distribution and built-in monetization tools like creator funds, live gifts, and brand sponsorships.

Why am I not making money on Reels?

Meta's bonus programs don't always make Reels monetization available to every account, which can limit your earnings. Ensure your profile meets the criteria, your content complies with guidelines, and you're actively engaging your audience. Also, remember that building a following or community takes time.

What’s the hardest social media platform to get followers?

YouTube tends to have the highest barrier to entry. While it offers excellent monetization potential, building a loyal subscriber base takes consistent output and high production quality.

Writing strong calls to action can also help drive affiliate sales — here's how to write social media copy that converts. Want to go further? Focus on social media videos that build your audience and strengthen engagement over time. If your target audience is more professional, Vimeo's LinkedIn integration makes it easier to publish high-impact content where it matters most. If you’re new to creator lingo entirely, check out this list of social media terms you need to know.

Turn your social media success into long-term revenue 

Vimeo offers a powerful solution if you're exploring how to make money with your video content beyond the usual social media platforms. Social media can spark serious income, but platforms change, algorithms shift, payout rates drop, and policies evolve. That's why innovative creators are expanding their video content businesses beyond the traditional platforms.

With Vimeo Streaming’s OTT platform, you can own your content and revenue — no middleman, no guesswork. Vimeo designed video monetization tools for creators who want to go further, offering:

• Subscriptions: Charge for exclusive content or membership access using video subscription services.
• Live events: Sell tickets and stream performances, classes, or Q&A sessions.
• On-demand content: Rent or sell videos directly to your audience. Some creators may prefer video on demand revenue rather than ad-based models in order to have more direct control over pricing and content.
• Branded apps: Build your own branded app and create your own channel that lives independently of algorithms.

Instead of relying on shifting platform policies, you can make money with YouTube videos on your terms through Vimeo OTT.

Want full control over your monetization? Visit Vimeo's monetization solutions and discover how to scale your earnings.