Social Media Income At Best A Supplement And Not An Alternative Livelihood Source

Recent studies have shown that many young people aged between 18 and 30 years now rely on social media income, either part-time or full-time. As the number of content creators continues to rise, the landscape becomes increasingly competitive. With so many individuals producing content across platforms, it becomes harder for creators to stand out and build a loyal audience. This oversaturation makes it challenging to attract attention, build a following and maintain engagement.

Moreover, as competition intensifies, monetization opportunities may become diluted. Brands and advertisers have more choices when it comes to influencers and content partnerships, often opting for established creators with proven reach. This leaves smaller or newer creators struggling to secure sponsorships or consistent revenue streams.

Even platforms that offer ad revenue, have algorithms that may prioritize high-traffic channels, further making it tough for emerging creators to earn a sustainable income.

In addition, the shifting algorithms and platform policies can make it difficult for creators to maintain their visibility, resulting in fluctuations in views and, subsequently, income. Therefore, while the barriers to entry for content creation are low, the reality of turning it into a stable, long-term career has become increasingly difficult due to heightened competition and unpredictability in monetization opportunities.

Talking to Bizz Buzz, Dr Bandla Pavan Babu, assistant Professor-School of Computing Science and Engineering, VIT Bhopal University, says, “Despite the many success stories, there are inherent risks to relying solely on social media for income. A key issue is the unpredictability of these platforms. Algorithm changes, policy updates, or sudden platform suspensions can devastate an individual's earning potential overnight. For instance, a change in YouTube’s ad revenue algorithm can significantly reduce income for content creators, regardless of the quality or popularity of their content.”

Additionally, these platforms are often subject to regulatory and legal changes. Governments in various countries have begun scrutinizing the influence of social media on society, which may lead to stricter regulations or content restrictions that could impact monetization options. For family ladies or students who have committed their time and resources to build their online presence, such changes can threaten their financial stability, he said.

There is also the mental health factor to consider. The pressure to continuously produce engaging content, maintain followers, and meet brand expectations can lead to burnout. Creators often find themselves in a constant cycle of content production, with little time to rest or disengage from the online world. Youth are particularly vulnerable to this, with some neglecting education or personal development in pursuit of digital fame, he added.

Scammers often promote fake investment schemes, promising high returns with little effort. These could include cryptocurrency schemes, pyramid schemes, or trading platforms. Some social media influencers promote what appears to be a business opportunity, asking others to join under them. Income is promised from recruiting new members rather than from actual sales of goods or services. People often lose their investment without making any money, while those at the top of the pyramid profit. Scammers use fake online stores to lure people in with too-good-to-be-true deals or discounts. Sometimes, fake “affiliate” programs offer commissions for promoting these fraudulent stores. Offers that require immediate payment, poor language skills, or requests for private conversations off-platform. Scammers set up fake giveaways, promising cash prizes, gift cards, or other rewards in exchange for a fee, personal information, or following and sharing their content.

Dr. Lakshmi D, senior associate professor at School of Computer Science Engineering and Applications –VIT Bhopal University, says, “Some influencers, knowingly or unknowingly, promote products or services that are scams. This can include fake beauty products, health supplements or financial services. Fraudsters offer fake job opportunities on social media platforms, promising high pay for minimal work. This can include data entry jobs, paid surveys, or social media management roles. Victims might pay for job resources or provide personal information that is later used for identity theft. For people who click on fraudulent ad campaigns, ads are often directed to fraudulent websites, leading to financial loss or malware installation. Scammers post fake rental properties or real estate listings on social media, asking for deposits or rent before viewing the property.”

Victims lose money on non-existent properties or fake rental opportunities. Some scams involve fake e-commerce platforms that steal credit card information during a purchase or use personal data shared in competitions to commit identity theft. Fraudsters promote unregulated cryptocurrency or Forex trading platforms on social media, promising high returns. These platforms often disappear with investors' money, she said.

While social media can offer immense opportunities, individuals must be aware of the risks and take steps to protect themselves. Dependency on a single platform for income is a precarious financial strategy. Experts advise those relying on social media for income to diversify their revenue streams, either by expanding to multiple platforms or creating complementary business models such as merchandise sales, online courses, or freelancing outside social media.

In addition, creators should be mindful of the volatile nature of digital economies and consider traditional savings plans or other long-term financial investments. The importance of mental health should not be overlooked, and it’s vital to establish boundaries and practice self-care in what can be an overwhelming online environment.