Although the concepts of “influencer” and “content creator” often merge, the differences are crucial. As Łukasz Skalik, the owner of the video Brothers, certified by the YouTube agency associating Polish and foreign channels certified by YouTube.
– Influencer rests his activity mainly on recognition, while the creator of the content focuses on a specific subject and builds trust as a specialist in a given field. For the algorithm and advertisers, it is a completely different quality – one attracts attention, the other stops it for longer – says the expert.
It is the latter type of creators that can count on higher rates, more stable revenues and longer presence on the market.
What really drives earnings?
– The biggest misunderstanding is the belief that it is displayed in revenues – emphasizes the scale. In fact, the key parameter for the YouTube algorithm is the so -called “Watchtime”, i.e. time to watch the material by users. Content that can stop the viewer for longer is rewarded in both search results and in the advertising system.
Advertisers pay much more for reaching a precisely defined group of recipients. The automotive program attracts people interested in cars, so advertising of tires or engine oil will go exactly to potential customers. This precision of targeting based on a context, which must capture the algorithm, has great value for advertisers.
That's why Channels with a smaller but specialized audience can earn many times more than popular influencers. -The creator who records 40-minute geopolitical analyzes will earn disproportionately more than influencer publishing short, three-minute videos, even if the latter has many more views or subscriptions-explains the scale.
In his opinion, none of the platforms has such an extensive system of sharing influences from advertising with creators. YouTube is the only one to be fully automated, ensuring an equal start to everyone. – Just collect a thousand subscribers, 10,000 views and four thousand Watching hours to meet the monetization criteria.
In addition to the influences of AdSense, i.e. the Google advertising system, used to share profit with publishers on YouTube, the source of revenues for professional creators can also be:
- Product placement – Direct cooperation with brands that pay for exposure in the material
- Multi -platform distribution – publishing content on other platforms operating in the AVOD model (Player, CDA, Facebook)
- Crowdfunding – Support from viewers through websites like Zjrzka.pl, Patronite or Buycoffee
- Pay Wall – offering additional access to unpublished content based on a paid subscription (one -time or regular) on intended platforms
- Offline activities – Participation in paid events, trainings or sports events (Fame MMA) or Musical (concerts)
- Merchandising – sale of products related to the channel
Although Łukasz Skalik admits that the latter form loses its value. Few people are interested in a poor quality T -shirt or mug with the creator's slogan, and the costs of producing and distributing them mean that it pays less and less.
How much can you earn on creating content?
For many aspiring creators, YouTube appears as a path to fast fame and fortune. However, reality turns out to be more complex.
“You can't plan your careers on YouTube according to some magical pattern and assume that there will be a million subscribers next year.” I do not know anyone who has invested in a YouTube channel and immediately directed his career from the adopted key, while resigning from other activities. For this I know many who have lost a lot by perceiving this service as an investment with a guaranteed rate of return – warns the expert.
Some creators actually achieve impressive revenues. Krzysztof Stanski's “Zero Channel” earned a million zlotys within 28 days only from Google ads, without including revenues from sponsors. However, such creators are exceptions, not a rule.
– Stanowski has built his personal brand over the years. He is the creator of “carved” on the Internet. He devoted a lot of time and resources to him – emphasizes Łukasz Skalik.
Receivables from the advertising of Polish YouTube channels in April 2025
Contrary to popular stories about rapid fame, YouTube rewards those who can play long -term. Behind the facade of colorful miniatures and views of the views is a complex financial ecosystem, whose principles often escape aspiring creators.
-A channel that generates 10 million views on children's content, subject to the Coppa Act, can earn about 28-30 thousand. zloty. At the same time, the same movement on the specialist channel can bring a quarter of a million zlotys. This is a gulf – explains the expert.
The myth of easy money
It is increasingly difficult for new creators to break through. In popular categories, the entry threshold is already very high.
– Turning on the webcam and spontaneous winding is not enough. Viewers expect quality and the competition is huge. We live in times of overstoppuly pop culture and content – notes the scale.
– The heroes of younger generations disappear very quickly – he adds. -A kid from elementary school after two or three years jumps into high school risk, then he goes to college, and his favorite creator instead of developing, he still clowns.
This natural cycle means that influencers' careers often end quickly, while specialist creators build an audience that grows with them – a man who transfers valuable knowledge will always be credible. Someone will come back to him sooner or later, or a new pool of people interested in a given subject will appear.
This is not a job for everyone
Łukasz Skalik emphasizes that you must be aware of the path you have chosen. The world of social media has its own laws. – Authenticity is the most important element of community building – he explains. – The Internet user is specific. He doesn't like self -confident people and quickly senses falsehood. He wants to watch someone who is original, credible, does not pretend, and at the same time controls his ego.
If someone has high -class knowledge and is unique, they have a chance to make a career without it. – But when competitors appear, not necessarily better substantively, but more interesting from the side of appearance, speech or charisma, they will quickly occupy the place of its predecessors – he emphasizes.
Unconstructive criticism is another thing that you have to be able to face. – Each channel has its own base of haters – notes the expert. – Unfortunately, often even people strong in a collision with hate quickly give up. And I'm not surprised at all. Not everyone has armor for unjustified criticism. You have to have a distance to yourself.
Creating full -time content is hard work. Even the best expert must not only create content, but also record, assemble, promote and manage distribution. Monetization only comes after many months of tedious work.
According to Morning Consult 71 percent The creators define their activities as “full -time work”. Up to 69 percent of them admits that he has experienced burnout.
Fatigue with content and selection paradox
Although YouTube was supposed to be an alternative to linear television, more and more analyzes suggest that these two types of media are starting to complement themselves instead of competing.
– By moving from the world of television to the Internet, as a young online video fan, I naively foretelling the quick end of terrestrial television. I forgot about one – people are lazy by nature and do not want to waste energy on making decisions. Studies show that the average user of streaming platforms spends more than half of the time choosing content, not watching it.
This phenomenon means that television, which takes off from viewers, the need to decide what and when to watch, paradoxically, becomes an advantage in the era of the translation of possibilities. It is similar on YouTube. Viewers return to proven channels instead of looking for new ones. For creators, this means that building a loyal community can be more important than a constant pursuit of a new viewer. YouTube is not a space of fast successes, it is a platform for persistent.
