MONETIZING THE DIGITAL PERSONA: STRATEGIES, CHALLENGES, AND FUTURE TRENDS IN SOCIAL MEDIA INCOME GENERATION
1. lazaro Kumbo, National Institute of Transport, Lecturer, Tanzania
2. Rodrick Mero, National Institute of Transport, Lecturer, Tanzania
3. Robert Sikumbili, National Institute of Transport, Lecturer, Tanzania
This
study delves into the multifaceted landscape of social media monetization,
focusing on YouTube and employing a mixed-methods research design. Analysis of
the 15 most sponsored videos as of February 10, 2023, reveals influencer
dominance, particularly exemplified by MrBeast, emphasizing their instrumental
role in successful brand partnerships. Niche influencers, like Veritasium,
highlight the significance of authentic connections and targeted audience
engagement. The study explores prevalent strategies, challenges, and future
trends in social media monetization, drawing insights from quantitative surveys
and content analysis. Interviews with content creators supplement findings,
providing valuable perspectives on strategic storytelling and diversified monetization.
The study contributes nuanced insights for practitioners and platforms
navigating the dynamic realm of digital monetization.
Algorithmic changes Digital persona Emerging technologies Income generation Influencer marketing Monetization Privacy concerns social media
In
concluding the study on social media monetization, several vital insights
emerge. The influencer landscape, dominated by figures like MrBeast, emphasizes
the pivotal role of top creators in successful brand partnerships. Niche
influencers like Veritasium underscore the value of authentic connections and
targeted audience engagement. Diversifying strategies, including content,
partnerships, and revenue streams, is essential for sustained success.
Challenges like privacy concerns and algorithmic changes demand careful
attention. The anticipated trends highlighted by digital marketing experts
indicate a transformative shift with emerging technologies, niche communities,
and advanced personalization playing central roles. Overall, the study
underscores the dynamic nature of social media monetization, requiring
adaptability and strategic foresight.
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The study contributes a comprehensive exploration of social media monetization by delving into multifaceted strategies employed by individuals and businesses to monetize their digital personas. It addresses the evolution of social media monetization, focusing on ad-based strategies, the rise of influencer marketing, sponsored content evolution, subscription-based models, and paradigm shifts in monetization ethics. The research identifies and analyzes current monetization strategies, including sponsored content, affiliate marketing, digital product sales, crowdfunding, and live stream monetization. Additionally, the study anticipates future trends in social media monetization, including blockchain integration, virtual currencies, live content monetization, NFTs, and the role of AI and machine learning. The research design adopts a mixed-methods approach, combining qualitative insights from influencers and industry experts with quantitative analysis of the most viewed sponsored videos on YouTube. Ethical considerations are emphasized throughout the research process. The results and discussions provide a nuanced understanding of the current landscape and offer insights for scholars, practitioners, and policymakers navigating the dynamic realm of digital identity and income generation.
Not Applicable
No Conflict of Interest
We extend our heartfelt gratitude to Dr. Francis Muya for his exceptional contributions and guidance, which were instrumental in the completion of this journal paper. His expertise and support significantly enriched the quality of our research, and we are truly grateful for his invaluable assistance throughout the process.
We commit to responsible data sharing, ensuring confidentiality and compliance with ethical standards. Data will be shared upon request, following institutional guidelines, to foster scientific collaboration and transparency.