Investing in Influencers: 13 Funds Paying Online Creators for Content

Michelle Phan, one of the earliest YouTube creators, built her beauty empire one makeup tutorial at a time. But before she found fame and fortune, she got her start on the platform developing video content andgrowing an audience without making a dime. She had a hunch that though she couldn’t yet make money on the platform, it would become “the future of TV.”

Over a decade later, Michelle’s prediction has held true: YouTube is an entertainment juggernaut with overtwo billion monthly active userswatching one billion hours of content each day. Newer platforms like Instagram, Snapchat, andTikTokhave only generated more opportunities for online creators to showcase their creativity, find an audience, and build a business. A career as an online content creator is now highly desired—according to a2019 survey, 54% of young Americans, given the opportunity, would become an influencer.

Perhaps most importantly, online influencing has been legitimized as “real work.” Creators now earn money for their efforts—sharing plant tips on TikTok, writing newsletters on Substack, and livestreaming on YouTube—compensating for the time and effort it takes to develop compelling content, plus the impact it has on audiences.

Platforms are waking up the idea that with creators comes eyeballs and engagement.

But this wasn’t always the case.

From Facebook to Pinterest, online platforms previously relied on creators developing content for free. Creators were largely uncompensated for their creativity and didn’t share in the upside captured by companies. Eventually, creators struck out on their own, partnering with brands to make money. Today, brand deals still remain the primary way online creators earn money.

However, the rise of thecreator economyis changing everything.

From Snapchat to Spotify, platforms are courting influencers with creator funds and financing options to fuel their growth online. Platforms are waking up the idea that with creators comes eyeballs and engagement. They’re betting that funding upcoming and established creators—paying them to livestream, host audio shows, and develop short videos—means incentivizing them to create content on their platforms and keep viewers coming back.

Creator funds are a way of cutting influencers a slice of the profit pie and acknowledging the symbiotic relationship between the two forces: platforms need creators just as much as creators need platforms.

Whether you’re a budding creator or an established influencer, this article will help you navigate the creator fund landscape—diving into the cash options available for creators and how to gain access to funds to support your journey as a content creator. Plus, we’ll dive into alternative financing options, such asShopify Capital, to help you develop online merchandise or sell artisanal goods.

1. TikTok Creator Fund

FromAddison RaetoKhaby Lame, TikTok has helped mint stars with tens of millions of followers. The TikTok Creator Fund,$200 million for creators announced in July 2020, plans to help more influencers create content on the platform—anything from choreography to cooking videos. In July 2021, TikTok shared an update on growing the fund to over $1 billion in the United States over the next three years to help creators earn money from their creative efforts.

TikTok creatorswho are eligible to join the Creator Fund willmake moneyoff each of their videos, based on a variety of factors, including video views and engagement.

Eligibility for the TikTok Creator Fund:

• Have at least 100,000 authentic video views in the last 30 days.
• Be at least 18 years old, meet a baseline for followers, and consistently post original content in line withTikTok’s community guidelines.
• Be a legal resident of one of the 50 states, District of Columbia, or the territories and possessions of the United States. The TikTok Creator Fund is also open to creators in the UK, Germany, Italy, France, and Spain.

Apply to the TikTok Creator Fund:

• In the mobile app, open your account settings, click “Creator tools,” and then “TikTok Creator Fund.”

Additional Resources:

• TikTok Creator Fund
• TikTok Creator Fund Terms

2. YouTube Shorts Fund

As one the earliest creator platforms, YouTube helped launch the careers of celebrities like PewDiePie and Lilly Singh. YouTube paved a path for creator monetization early through AdSense and has gone on to add features like tipping and channel memberships to help creators earn cash for their content.

Now YouTube is courting short-form video creators with its newly minted YouTube Shorts Fund.Announcedin May 2021, the $100 million fund is for creators generating content on YouTube Shorts—a TikTok competitor billed as the “shorter side of YouTube.”

Creators who successfully join the YouTube Shorts Fund are paid out bonuses between $100 and $10,000 each month, depending on the performance of their YouTube Shorts videos. Eligibility refreshes each month, and performance-based pay is determined by factors like views and audience location.

Eligibility for the YouTube Shorts Fund:

• Meet YouTube’s YouTube Shorts performance criteria in the preceding month.
• Be at least 13 years old, or the age of majority in your country.
• Be a resident of aneligible country.
• Abide by YouTube’scommunity guidelinesandmonetization policies.
• Upload an original YouTube Short in the last 180 days.
• Create original content: channels uploading content with watermarks or logos from third-party social media platforms are not eligible. Reuploaded, non-original content also won’t be counted toward Shorts performance.

Apply to the YouTube Shorts Fund:

• Creators cannot apply directly to the YouTube Shorts Fund. YouTube reaches out to thousands of creators each month who are developing YouTube Shorts on the platform who meet the performance criteria.

Additional Resources:

• YouTube Shorts
• Get Started with YouTube Shorts
• YouTube Shorts Fund Explainer Video
• How to Start a YouTube Channel

3. Snapchat Spotlight Challenge

In November 2020,Snapchat launched Spotlight, an in-app TikTok competitor. To incentivize creators to develop viral short-form content, it created a daily pool of a million dollars to award content through the end of 2020. In January 2021, it wasreportedthat one of Snapchat’s top video creators, Cam Casey, had earned $3 million from viral content created for Spotlight.

As ofOctober 2021, Snapchat’s Spotlight Challenge was still awarding creators with millions of dollars per month. Snapchatters can win cash for creating Spotlight Snaps using specific Lenses, Sounds, or #Topics.

Each Spotlight Challenge has a total prize ranging from $1,000 to $25,000, shared by multiple creators. The minimum prize a Spotlight Challenge winner can receive is $250.

Eligibility for Snapchat Spotlight Challenge:

• 至少16years or older, have a public profile or a private account, and reside in a supported market.
• Create Snaps that adhere tocommunity guidelines,Spotlight guidelines,terms of service, andSpotlight terms.

Apply to Snapchat Spotlight Challenge:

• Creators on Snapchat can enter the Snapchat Spotlight Challenge by submitting their Spotlight Snaps to open Challenges for a chance to win a prize. Challenges can be found on the Trending page; each one has Challenge-specific details (e.g., available prizes and submission deadline).

Additional Resources:

• Spotlight Challenges Official Rules
• Snapchat Spotlight Challenges
• Spotlight Guidelines & FAQ
• Spotlight Payment Provider Transaction Fees
• Challenge Accepted: Announcing A New Way to Win Money on Spotlight

4. Facebook and Instagram Creator Program

Seventy-two percent of creatorsprefer Instagram and identify it as their primary content platform. Facebook recentlyannounced $1 billion in funding为使用创造性和局部激素奖励的创造者tization tools on Facebook and Instagram. The funding will support a range of creators including artists and style experts.

Creators can earn cash through a range of seasonal bonuses. Facebook plans to roll out more bonuses before the end of 2021. Additionally, creators will receive seed funding.

Eligibility for Facebook and Instagram’s Billion Dollar Creator Program:

Creators in all bonus programs must comply with Facebook and Instagram’sPartner Monetization Policies.

• On Facebook, video creators can currently earn thein-stream bonuswhile select gaming creators can earn thestars bonus.
• On Instagram, creators using IGTV ads can currently earn theIGTV ads bonus, creators using Live can earn thebadges in Live bonus,while creators using Reels can earn theReels Summer bonus.

Country eligibility has not been specified for Facebook bonuses. The IGTV ads bonus and Reels Summer bonus are available to creators in the US. The badges in Live bonus are available to creators in 11 countries.

Apply to Facebook and Instagram’s Billion Dollar Creator Program

• Creators cannot apply directly to Facebook and Instagram’s Billion Dollar Creator Program. Currently, bonus programs are available to select creators by invitation only.

Additional Resources:

• Investing $1 Billion in Creators [Facebook]
• Investing $1 Billion in Creators [Instagram]
• Facebook for Creators Monetization Tools Application

5. Pinterest Creator Rewards

创作者在Pinterest-such旅行摄影师, recipe creators, fashionistas—now have a new way to monetize their content on the inspiration-based platform. Announced inMay 2021, the Pinterest Creator Fund isa $500,000 initiativeproviding upcoming Pinterest creators with the opportunity to participate in a four-week expert training program and receive a financial grant of $25,000 in cash and ad credits.

The fund specifically focuses on underrepresented creators, including people of color, people with disabilities, and members of the LGBTQ+ community. The Pinterest Creator Fund has had two cohorts and iscurrently closed for applications, but the platform is continuously finding new ways to reward creators.

Announced onOctober 20, 2021, andcoming in 2022, Pinterest revealed another creator initiative: Creators Reward—a $20 million fund for in-app monetization programs for creators developing inspiring content on the platform. Creator Rewards will also provide creators with microgrants for passion projects.

Eligibility for Pinterest Creator Rewards:

• Eligibility for the Pinterest Creator Rewards has yet to be announced.

Apply to Pinterest Creator Rewards:

• Applications for Pinterest Creator Rewards will begin in 2022 and will be available in the US through theCreator Hub.

Resources:

• Pinterest Creator Fund
• Paying creators $20M for inspiring content
• Dear Creators: There’s a new way to create on Pinterest

6. LinkedIn Creator Accelerator Program

The web’s largest professional network is stepping into the competition to court creators. In September 2021, LinkedInannounced creator funding自己的:LinkedIn创造者加速器课题am, a $25 million initiative to bring 100 US-based creators through a 10-week incubatory program. Participants in the program—creators who spark professional conversations and build community on the platform—will receive access to a network of creators, opportunities to be featured on LinkedIn channels, and a $15,000 grant.

Whileapplications for the accelerator program closed on October 12, 2021,we’re keeping an eye on additionalLinkedIn for Creatorsinitiatives.

Resources:

• LinkedIn Creator Accelerator Program
• LinkedIn’s Latest Investment in Creators
• LinkedIn for Creators LinkedIn Page
• LinkedIn for Creators Content Calendar

7. Clubhouse’s Creator First Accelerator Program

Clubhouse, the buzzy audio social app launched in March 2020, has prioritized creators from the start, promising early ways tohelp audio influencers growand recognize the sparking conversations on the platform.

The audio platformannouncedits inaugural Creator First Accelerator program in March 2021, with the goal of supporting emerging creators and equipping them with the resources they need to bring their audio show concepts to life. They laterwelcomed 40 creators to the programto help turn their audio ideas into full-fledged shows on Clubhouse.

In July 2021,the program launched in India, promising India-based audio creators help with production, creative development, promotion, and financial support through assistance with brand deals or monthly stipends.

While both programs are closed for 2021, we’re keeping an eye on how Clubhouse continues to support creators into 2022 and beyond.

Additional Resources:

• The “Creator First” Accelerator Program

• Creator First Expands: Destination India

8. Spotify Greenroom Creator Fund

2021年6月,Spotify宣布Greenroom Creator Fund—an undisclosed amount of funding for creators developing audio content for Greenroom, the platform’s social audio app for hosting and participating in live discussions. The fund will reward audio creators for building community and reaching audiences through the platform.

Eligibility for the Spotify Greenroom Creator Fund:

• Have an existing Greenroom user account and register to participate in the program. The fund is open only to US residents. Both individuals and organizations can apply,with some exceptions.

Apply to Spotify Greenroom Creator Fund:

• Download and create an account on the Greenroom app, register for the fund, and begin developing audio content.

Resources:

• Spotify Greenroom Creator Fund
• Creator Fund Terms of Use

9. Substack writer programs

Substack has fuelled anewsletterrenaissance and launched programs to support writers and help them find an audience. The newsletter platform previously launched amentorship program,legal support for writers, anIndependent Writer Grantfor creators affected by the pandemic, a$1 million Substack Local fundawarded to 12 journalists, and a fellowship forindependent writersawarding one $100,000 grant and four $25,000 grants. The platform plans to continue helping writers grow their publications by furtherinvesting in themin the months and years ahead.

In October 2021, Substackrevealedit will be offering a new two-month fellowship, available to writers who participated in Substack Grow, a previous writing program. The program will select 10 writers to each receive a $7,000 grant and additional perks, including health care stipends and mentorship. Applications for the new fellowship open in November.

Substack also supports writers throughSubstack Pro, a program that provides new publications with an upfront sum to cover their first year on the newsletter platform. In exchange, a Pro writer gives Substack 85% of the subscription revenue they receive in their first year. Presently, there is no formal process to apply to be a Substack Pro writer. Instead, Pro deals arise from proactive outreach from writers, referrals, and scouting efforts from Substack.

Eligibility for Substack Pro:

While there are no formal requirements for Substack Pro, the platform hasoutlined its thinking about the programand what it looks for when investing in a writer, including the writer’s likelihood of success, audience size, social following engagement, and more.

How to apply to Substack Pro:

没有正式的Substac应用过程k Pro. If you feel your existing or planned publication would be a good fit, reach out to the team Substack directly for consideration.

Resources:

• Investing in writers
• Why we pay writers

10. Ripple Creator Fund

For digital artists interested in innovating in the crypto space, new opportunities for funding are cropping up. InSeptember 2021, Ripple, a payment protocol and the company behind the XRP token, announced its $250 million Creator Fund, with an aim to foster innovation in tokenization, particularly non-fungible tokens (NFTs). The fund intends to attract more creators to participate in and benefit from NFTs.

The fund promises financial and co-marketing support, technical support, and creative support to craft premium NFT projects on the XRP Ledger.

Eligibility for Ripple’s Creator Fund:

• Creators and brands, agencies, and marketplaces interested in experimenting with NFTs or building NFT experiences can all apply to the fund.

How to apply to Ripple’s Creator Fund:

• Submit an application, including a brief description of the NFT project you’re looking to create.

Resources:

• Ripple’s Creator Fund
• Ripple Launches $250M Creator Fund

11. Shopify Capital

If you’re a creator venturing into entrepreneurship—creating merchandise for followers, crafting a limited release of mementos, or launching a commerce passion project—there’s financing available to help you kickstart your business.Shopify Capitalhelps Shopify merchants gain access to funds quickly, with minimal paperwork, and then repay the funds as a percentage of sales through flexible payments. Shopify Capital offers funding amounts between $200 and $2 million (in both US and Canadian funds).

$2.7 billion. That’s how much capital@Shopifyhas made available to businesses since 2016.

Where banks put up barriers, we remove them and empower entrepreneurs to invest and grow their businesses.

— Harley Finkelstein (@harleyf)October 28, 2021

Shops with Shopify Capital fundingaverage 36% higher sales. Shopify Capital aims to help Shopify merchants grow by breaking down business barriers and making funding fast and simple.

Eligibility for Shopify Capital:

• Have a store located in the US, Canada, or the United Kingdom.
• Have a business with a low risk profile.
• HaveShopify Paymentsor another third-party payment provider enabled.
• Process a certain amount of sales.

Apply to Shopify Capital:

• Shopify Capital is available to eligible merchants. If eligible, you’ll receive an email and a message in your Shopify admin inviting you to view your pre-qualified amounts. You cannot request funding directly.

Resources:

• Shopify Capital
• Shopify Capital FAQ
• Help Center: Shopify Capital
• Key Financial Moments for Entrepreneurs and Growing Businesses
• Digging Through the Data: Shopify Capital's Effect on Business Growth

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12. Stripe Capital

Stripe Capital offers select US-based merchants flexible financing to grow their businesses. The program aims to provide online businesses with capital to grow, helping them side step banks that have reduced their small business lending. Recipients repay automatically with a percentage of sales.

Here’s what you need to be eligible for Stripe Capital:

• Have a business located or incorporated in the US.
• Have processed payments on Stripe for one year or more.
• Have a processing volume of $10,000 minimum per year.
• Be in good standing with Stripe Capital. If your business previously applied for a Capital loan and was rejected, you would be ineligible to receive a new loan offer for 30 days.

Stripe Capital also considered a variety of growth factors to determine eligibility, including growth, a steady processing record, a large customer base, and a low dispute rate.

How to apply to Stripe Capital:

• Eligible US businesses with at least six months of processing history on Stripe will receive an email and Dashboard notification if they have an offer available.

Resources:

• Stripe Capital
• Stripe Capital FAQ
• Stripe Capital Eligibility

13. Patreon Capital

In February 2020, it was reported that Patreon was launchingPatreon Capital, a financing option for creators that provides cash advances in exchange for a percentage of future income generated on Patreon.

In aFebruary 2020 AMA, Patreon co-founder and CEO Jack Conte described the program as “not in a ‘software’ stage yet.” Instead, he mentioned that the team at Patreon was getting in touch with creators about the program directly. Multitude, a Brooklyn-based podcast collective, is a known recipient of a Patreon Capital loan.

As of November 2021, there is no official application process for creators to apply to Patreon Capital. We’ll be watching for more announcements from Patreon.

Resources:

• Patreon Capital: An Alternative to Podcast Financing
• Patreon Capital AMA

Kickstart your creator journey with funds and financing

Companies are paying attention to the rise of the creator economy and betting on the success of influencers and entrepreneurs—from vloggers filming their lives on YouTube to entrepreneurs starting their own streetwear brands.

There are now more options than ever before for creatives to gain access to capital and bring their ideas to life, whether that’s through writing, design, art, video, or voice. There’s never been a better time to build an audience andmake money online.

Illustration by Woody Harrington.