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Prime
End of easy money as social media platforms tighten content rules
For local creators, the dilemma is not just regulatory. Accepting government contracts could alienate audiences who see them as independent voices, particularly at a politically sensitive moment.
For years, many social media users have found success online by finding trending content, reposting it quickly, adding catchy captions and riding the engagement wave.
The strategy helped fuel the rise of thousands of meme pages, news aggregation accounts and content creators across platforms such as X, YouTube, Instagram and TikTok. Many built large audiences – eventually monetising them to generate revenue – without producing much original content of their own.
