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During Corona, two things were missing from the shelves of Swiss retailers: toilet paper and yeast. Baking was in fashion. Started with banana bread baguette. But the ultimate discipline was the homemade sourdough that went into the fridge and the baking results were proudly presented.
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This article was first published on the paid service of handelszeitung.ch. Blick+ users have exclusive access as part of their subscription. You can find more exciting articles at www.handelszeitung.ch.
Marcel Paa capitalized on this baking trend. The 38-year-old artist entertains 242,000 people on the YouTube video platform with her cooking videos. He is one of the most successful Swiss people who make money by producing videos. This includes 21-year-old Kris Grippo. The Basel native is followed by 4.13 million viewers on YouTube, where she entertains them with her beauty and dance videos as well as her daily life.
Grippo and Paa earn money from their appearances on YouTube. They inspire millions of viewers. But success on social media is short-lived. In order for both to maintain their income, they must constantly ensure that they continue to appeal to their audiences. Here’s how two Swiss people fight to maintain their top spot on YouTube and make enough money to live on:
From a trained master baker and pastry chef to a YouTuber
Marcel Paa was originally supposed to take over his family’s bakery in Interlaken. But things turned out differently. The man from Bern met his wife during his master’s degree in Aargau in 2008, and luckily, his family also owns a bakery and he took over the patisserie of the family business.
Marcel Paa was active in Facebook groups for amateur bakers in 2015. And beware: Most of the clues people give each other are wrong. To guide them in the right way, she started the YouTube channel “Simply Bake”.
Explaining her first video attempts with a laugh, Paa says, “After my first video, I had twenty subscribers; ten of them were people I already knew and probably watched the video out of pity.”
From hobby to freelance as an influencer
But slowly his channel is growing. Paa is starting to respond to viewers’ comments, such as making more videos on baking bread. At some point the question about cooking accessories arises in the comments.
Paa quickly sets up an online store. Later, upon the request of her subscribers, she started to give pastry courses on the site and online. The workload will be very high in 2020; It’s no longer possible to manage a bakery and simultaneously post three videos a week on YouTube.
His family encourages him to make creating YouTube videos his full-time job. Paa has succeeded: Today, Bernese has 242,000 subscribers, a community behind it, and has built a working business model with an online store and cooking classes.
His team, which initially consisted of just him, has now grown to six people. They assist with marketing, filming, editing, online store and social media.
“I earned an average of 3,980 francs a month from advertising revenue on YouTube,” says Paa. This income we divide among the team is not enough. That’s why additional offers are vital: “The online store and courses generate sales that fund the company. This is not possible with YouTube’s monthly advertising revenues.”
You can make money on YouTube by showing ads in Switzerland (see box).
YouTube sells ads that play before, during and after videos. Approximately 50 percent of the revenue goes to YouTube and 50 percent goes to YouTubers.
There are two different video formats on YouTube; “regular” videos in landscape format and of any length (also known as “long format”). There are also “short videos”: These are short videos in portrait format that start on social media like TikTok and Instagram.
But the distribution key for long-form videos looks different than for short-form films. “We know from regular YouTube videos: This is a video from this or that creator. Ads were shown on the video, so it takes just over half of the revenue from there,” says YouTube Central Europe boss Andreas Briese.
Financial difference between short and long videos
In YouTube Shorts, 45 percent of the revenue is shared with creators, and this proportion is distributed based on their share of the total Shorts views. Creators can also earn more with longer content. For example, for Swiss Youtuber Kris Grippo, the calculation is as follows: He receives 2.33 francs for every 1000 views on long videos. For shorts it is 0.04 francs per 1000 views.
One example: The Basel native has two long-form videos on his YouTube channel. One of them is called “I dyed my hair…” and has around 700,000 views. With this he earned 1,631 francs. But with a YouTube short film with the same number of views, he earns only 28 francs. Grippo’s example shows that to make a good long-term income on YouTube, you need a lot of views.
YouTube sells ads that play before, during and after videos. Approximately 50 percent of the revenue goes to YouTube and 50 percent goes to YouTubers.
There are two different video formats on YouTube; “regular” videos in landscape format and of any length (also known as “long format”). There are also “short videos”: These are short videos in portrait format that start on social media like TikTok and Instagram.
But the distribution key for long-form videos looks different than for short-form films. “We know from regular YouTube videos: This is a video from this or that creator. Ads were shown on the video, so it takes just over half of the revenue from there,” says YouTube Central Europe boss Andreas Briese.
Financial difference between short and long videos
In YouTube Shorts, 45 percent of the revenue is shared with creators, and this proportion is distributed based on their share of the total Shorts views. Creators can also earn more with longer content. For example, for Swiss Youtuber Kris Grippo, the calculation is as follows: He receives 2.33 francs for every 1000 views on long videos. For shorts it is 0.04 francs per 1000 views.
One example: The Basel native has two long-form videos on his YouTube channel. One of them is called “I dyed my hair…” and has around 700,000 views. With this he earned 1,631 francs. But with a YouTube short film with the same number of views, he earns only 28 francs. Grippo’s example shows that to make a good long-term income on YouTube, you need a lot of views.
For Paa, the case is clear: YouTube is a means to an end. “We use YouTube to provide access and make people aware of the online store and cooking classes,” he says. The more people watch a video, the greater the chance someone will buy something.
From high school student to social media star
Quarantine, 2020: Kris Grippo goes to high school from home. Besides online classes, he also has plenty of time to try new things: “I discovered the world of social media and found a passion for creating videos,” says the now 21-year-old.
Name: Kris Grippo, aka “Kris8an”
Age: 21
YouTube subscribers: 4.13 million
Instagram: 1.6 million
TikTok: 8.4 million*
*As of December 8, 2023
Name: Kris Grippo, aka “Kris8an”
Age: 21
YouTube subscribers: 4.13 million
Instagram: 1.6 million
TikTok: 8.4 million*
*As of December 8, 2023
There are fun videos of him dancing or singing along to songs at the beginning. What he started for fun will turn into a money machine in 2021: His channels on various social platforms will reach several million followers. Grippo finds that the access he gets gives him the chance to make a living creating videos.
A year later, he graduated from high school and decided to become self-employed. He shoots, edits and posts videos on Instagram, TikTok and YouTube every day. Behind him is the We Create management, which deals with collaborations, contracts and negotiations. We Create currently has twenty creators contracted from the DACH region, including Nadine Breaty from Germany, who has 11.3 million followers on TikTok.
Grippo emphasizes the importance of collaborations: “Collaborations with brands are very important if you want to build a business on social media platforms.” Grippo has positioned itself well over time: Zalando, Coca-Cola, Mac Cosmetics, Nyx Cosmetics, La Roche Posay, Garnier – the list of Grippo’s advertising partnerships is long. Additionally, the 21-year-old promotes big names from the fashion and beauty industry.
“I can live off YouTube ad revenue alone,” he says. The money he gets from YouTube accounts for only 25 percent of his income. 70 percent of it comes from the aforementioned advertising partnerships. And the last 5 percent comes from the jewelry line, for example, that Grippo sold for seven days in October.
The jewelry line was a test run for what was to come: “I want to build a brand that will eventually be independent of me as a person,” says Grippo. He is currently busy developing concrete plans.
Social media is hard work. And Grippo knows he can’t keep this up forever. “But you can use it as a springboard to achieve other things,” he says, just like the entrepreneur he wants to be one day.
Youtube content creator in Switzerland – a job with a future?
The Swiss YouTube creator’s business could definitely have a promising future. Success stories like those of Marcel Paa and Kris Grippo show this. They both have very different strategies and different focuses, but they both now make a living from their online presence.
But examples of these two are unique and success is not always guaranteed. There are many people who have tried and failed on social media: “If you want to be successful on YouTube long-term, you either need brand collaborations or you need to travel internationally to achieve a broad reach,” says Kris Grippo.
After all, as a beginner you need to be aware of constant change and be able to adapt to new trends and technologies. Because the fast online world waits for no one. And those who rest for just one day will already be under the influence of current events.
Source :Blick
I’m Tim David and I work as an author for 24 Instant News, covering the Market section. With a Bachelor’s Degree in Journalism, my mission is to provide accurate, timely and insightful news coverage that helps our readers stay informed about the latest trends in the market. My writing style is focused on making complex economic topics easy to understand for everyone.
