Navigating the Creator's Dilemma: Examples of Authentic Monetization and Engagement

Let’s be real, most digital creators desire to make at least a little money from their content, especially as it takes time and resources to bring projects to life. Balancing authenticity while navigating a monetization mindset can be difficult, but rest assured, transparency and engagement can help creators maintain a genuine, mutually beneficial relationship with their audience. 

An example of a content creator who has built an online career with a loyal follower base is Mark Fischbach. Primarily known by his screen name Markiplier, Fischbach is a YouTube content creator with over 37.4 million subscribers and the host of two Spotify podcasts, Distractible and Go! My Favorite Sports Team. Amassing a supporter group of that size is no small feat, so let’s learn from some of the strategies Fischbach has used throughout his career.  

Authenticity and Values: 

Fischbach keeps most of his personal life private, but when he does share updates, he is honest with his subscribers. In his normal YouTube videos, most of which fall into the gaming category, Fischbach keeps his content fun by leaning into comedic moments and sometimes including his editors in bits.  

Fischbach is also selective about his sponsorships and will even put his own spin on the required product script, making the advertisement engaging to viewers. Vetting companies before agreeing to contractually work with them is an important step to ensuring the proper mission-value fit is met. Additionally, clearly labeling paid partnerships is vital to adhering to Federal Trade Commission (FTC) Guidelines. 

Engagement: 

On a recent sponsored video, Fischbach encouraged public engagement by making the title, “TOP COMMENT WILL BE THE TITLE IN 24 HOURS.” He and his podcast hosts also promote interactions on their Subreddit r/Distractible. Connecting with supporters gives them a reason to come back and creators an opportunity to learn about their audience. 

Product Development: 

Since starting YouTube in 2012, Fischbach has built his own clothing brand, CLOAK, following his success on the platform. Creators who develop companies based on their values and interests – in Fischbach's case, comfy clothes that are ethically produced – are executing a strategy. By eliminating the need to promote other companies, creators can upkeep their authenticity through the brand they built with their own mission in mind.  

Fischbach is just one example of many creators who have shown care in their supporters. New content creators or those wanting to improve their authenticity should look to their peers and industry standards for guidance.