Social Media as a Lucrative Income Source: Mary Esposito's TikTok and Instagram Success
Social media platforms like TikTok and Instagram have become valuable avenues for entrepreneurs and influencers to monetize their content. Despite legal uncertainties surrounding TikTok in the US, its economic impact in 2023 amounted to $24.2 billion.
Mary Esposito, founder of the online brand Money with Mary, has found content creation highly lucrative. While viral posts may not always translate into substantial profits, Esposito reveals that sponsorships and brand deals are primary income sources for creators. In her own experience, AdSense revenue on Instagram is limited.
Esposito's journey began with crochet and knitting content creation on social media. Recognizing the financial literacy gap among Gen Z, she shifted her focus to provide accessible financial education.
Despite building her platform primarily on TikTok, Esposito anticipated its potential ban and diversified to other channels. She now positions Instagram as her "primary platform," using TikTok and YouTube Shorts to drive traffic to Instagram.
"On TikTok, the allure is its viral potential," notes Esposito. "However, the engagement rate is inconsistent compared to Instagram."
By leveraging cross-platform strategies and using TikTok and YouTube Shorts as feeder platforms, Esposito has improved her engagement metrics and enhanced her appeal to brands for sponsorship opportunities.
While appreciating the opportunities offered by social media, Esposito acknowledges its fluctuations and the need for creators to adapt.