Challenges Across the Social Media Ecosystem

Updated: 8th March 2025

Issues Faced by Key Stakeholders in the Attention Economy

Creators & Influencers

• Content Sovereignty & Profile Ownership: A significant number of influencers report being temporarily or permanently suspended without clear reasons, resulting in the loss of years of hard work. Once content is uploaded, creators lose control over their own work. (Source, Case 2, Case 3)

• Unfair Earnings & Delayed Payments: Many creators face challenges in monetizing their content, with earnings often delayed and disproportionately low compared to the revenue generated by platforms. Payments can take 30-60 days to process, impacting creators' financial stability. (Source)

Brands

• Fragmented Influencer Marketing Landscape: The influencer marketing industry is projected to surpass $21.1 billion globally in 2024. However, it remains highly fragmented, making it difficult for brands to identify suitable creators. Many rely on intermediaries, increasing costs and reducing return on investment (ROI). (Source)

Content Consumers

• No Incentives for Engagement: Content consumers invest significant time engaging with and sharing content, playing a vital role in platform growth. Despite their contributions, they often receive no direct incentives, and their data is frequently exploited without consent or compensation.

This broken system leaves creators, brands, and users at the mercy of centralized platforms, highlighting the urgent need for a fairer, transparent, and decentralized alternative. RuBaRu aims to restore ownership, fairness, and financial empowerment for everyone in the ecosystem.

Problem Statement