How to monetize your expertise with videos on social media

Tom Amitay - co-founder and CEO of Entail AI
By Tom Amitay
Head and shoulders photo of Michelle Meyer
Edited by Michelle Meyer
Romi Hector
Fact-check by Romi Hector

Updated November 7, 2023.

A person looking at how to discover and partner with creators on TikTik on their computer screen

Key takeaways

  • Being a successful video creator isn't just about having lots of followers.
  • You need to create valuable content and share it on the right social media platforms.
  • You can join a video creator marketplace to help build your personal brand.

In the digital age, posting videos on social media is one of the easiest ways to reach others—especially since users spend an average of 151 minutes of their day on social media platforms. Enter influencer marketing. While this isn't a new concept, influencer marketing really gained momentum in the 2010s after the launch of Instagram. Today, it's a $16.4 billion industry.

But how do you get in on the action? Let's explore how you can monetize your expertise with videos on social media.

Rethinking influencers: It's about expertise, not likes

An influencer is someone with a unique or authoritative viewpoint who has many followers and whose posts generate multitudes of likes and shares. Their content can be informative, entertaining, or both.

However, successfully creating videos is about more than just having a large following or going viral. If you have a unique perspective or specialist knowledge, you can monetize videos where you share this information. For example, a podiatrist can review orthotics to give the product additional credibility—despite not having a big social media following.

So, the best video creator is:

  • Charismatic on camera
  • An expert in a particular field or niche
  • Able to share unique or interesting insights

» Thought leadership content is more important than ever in the age of AI.

Action! Getting started with video creation

Graphic of a woman sitting at a desk with a laptop to record a video

Almost everyone has unique knowledge that can be appealing to others, often tied to their daily lives, work, or hobbies. Whether you're a surfer sharing surfing content or a psychologist sharing mental health advice, it's your expertise that grabs attention and creates interest.

Expert quote: The first thing to understand is that this unique knowledge is the key ingredient

Getting started means understanding:

  • Why you want to create videos
  • Who your target audience is

This will help you to choose a niche or topic that aligns with your expertise and audience.

Video equipment

To get started, you really just need your phone. There's no need to buy fancy equipment. As you progress, you can invest in more advanced equipment like better editing software, lighting, cameras, mics, or even a green screen.

» Find out whether AI can help you keep content creation costs down.

Choosing the right stage: Platforms for monetizing expertise

Bar graph displaying top influencer marketing platforms in 2023 according to eMarketer

Here, you're spoilt for choice: from LinkedIn and Twitter to TikTok, Instagram, Facebook, and Pinterest. Every platform has a unique user base and characteristics.

Here's a breakdown of which types of videos are best suited for each platform:

  • LinkedIn: Ideal for content related to career development, industry insights, and thought leadership. Videos that offer tips, tutorials, interviews with experts, and behind-the-scenes glimpses of your work are a good idea.
  • Twitter: Known for its short-form content and real-time updates, quick, attention-grabbing videos work best here.
  • TikTok: The fastest-growing social media app, TikTok thrives on short, creative, and entertaining videos. It's perfect for showcasing your creativity, humor, and unique talents.
  • Instagram: Still the leading platform for influencer marketing, Instagram offers various formats that allow you to share any type of content.
  • Facebook: Live videos, interviews, product demos, customer testimonials, and longer-form content perform well on Facebook.
  • Pinterest: Videos on Pinterest are often more instructional and informative, so focus on DIY projects, recipes, tutorials, and step-by-step guides.

If you're new to creating videos, it might be wise to focus on one platform initially because handling all of them can be overwhelming. Alternatively, you can join an expert or video creator marketplace.

Taking a shortcut through expert marketplaces

Granted, you'll find that many marketplaces aren't worth it—either because you get no work from it or your initial video inexperience counts against you. However, managed marketplaces like Entail's assist you throughout the entire video creation process.

Expert quote: It's like a shortcut that helps you bypass building a follower base for years.

In most cases, these marketplaces will require you only to film the video itself while they take care of the technical work, including:

  • Selecting topics
  • Creating briefs
  • Structuring and editing videos
  • Publishing videos on client social media profiles and tagging experts

This means you can build your brand while also promoting other brands, gaining more and more exposure both on the brand's profiles and your own.

The value of monetizing your expertise with video

Graphic of a doctor recording a video with a phone in his office

Monetizing your expertise with video on social media goes beyond financial gains. You can also enhance your personal branding. For instance, if two professionals have the same expertise but one actively engages with the community through social media content, that individual can strengthen their personal brand and become recognized as an authority in the field.

This increased visibility can lead to more career opportunities and higher earning potential, even in a traditional employment setting.

You can leverage your personal brand to negotiate higher salaries or find positions with better companies.

Platforms like LinkedIn are particularly well-suited to create professional content that strengthens your personal brand, which can translate to more professional opportunities.

Understanding the difficulties of monetizing videos

Getting your foot in the door

The overall process of monetizing social media content creation can be rewarding but challenging.

Expert quote: You have to navigate challenges like not getting substantial views or followers at first.

These barriers are often platform specific. For example, on Instagram, a large following is usually essential to get views. In contrast, having a lot of followers isn't necessary for a video to go viral on TikTok. Regardless of the platform, you first need to generate views and engagement to monetize your videos. This can take years for most people.

Success takes time

Creating successful video content takes significant time and commitment. It's difficult to become successful in the beginning, and expecting instant results is unrealistic.

Expert quote: Just like aspiring to be Michael Jordan in basketball, you can't plan to be the best right away. Achieving excellence takes hard work.

Learning how to create quality videos and understand each platform takes effort. This investment may not yield immediate returns, making perseverance and dedication essential for success in this field.

From passion to profit: Forging a trail in social media expertise

The power of video to showcase your expertise and build your personal brand is undeniable. It involves more than just going viral or gaining many followers. True success comes from understanding your audience and offering unique insights. In a world increasingly driven by visual content, there's no better time to harness the potential of videos and make your mark.