As restrictions in YouTube’s content policy become more stringent, many content creators are switching to Rumble to publish their videos. But is Rumble the next big thing, or just a passing fad?
Here’s what you need to know about Rumble:
What is Rumble?
Basically, it is comparable to YouTube with fewer restrictions and a simpler algorithm.
Rumble, launched in 2013, contains viral videos that are commonly seen on YouTube and other social networking sites, but it has looser restrictions on what constitutes a violation of its video policy. Because of this, it has become a haven for controversial political figures who have had their YouTube videos taken down for questioning the results of the presidential election.
Many conservative creators have also been shadowbanned by traditional social media outlets. Because Rumble gives content creators an unfiltered connection with viewers, shadow banning is not a concern.
Remember how conservatives were flocking to Parler (before its shutdown in January) from Twitter after censorship concerns? In a similar way, Rumble is attracting disenchanted conservatives from YouTube.
Who’s on Rumble?
Current Rumble users include politicians as well as commentators and celebrities from the right. One of the most popular conservative commentators on Rumble is Dan Bongino, who has 1.35M subscribers on the platform, compared to approximately 774k on his Youtube channel.
One of the greatest boosts for the platform came on June 28th, 2021, as former President Donald Trump joined, and he now boasts over 700k subscribers. The former president and his team use the platform for everything from live streaming his rallies, posting video ads, and providing news clips of President Trump.
Another large get for Rumble came when Senator Rand Paul joined the platform in August of 2021 after a video he posted calling for the end of lockdowns and mask mandates went viral and got him suspended from YouTube.
Other popular Republicans include Congressman Jim Jordan, who has 274k subscribers. Many right-leaning news outlets are also on Rumble including The Daily Caller, One America News Network, and Newsmax.
While Rumble may be becoming more popular among conservatives, most mainstream news outlets and politicians have yet to join the platform.
Why Are Conservatives Flocking to Rumble?
Some conservatives are hesitant to use social media outlets like Twitter, Facebook, and YouTube because they believe the content is filtered to meet guidelines and that popular conservative creators are shadowbanned.
Rumble didn’t start out as a “conservative” social video site. But self-declared “free-speech platforms” like Rumble are poised to take advantage of that demographic’s shift away from traditional social media.
More people also want to consume unfiltered content from creators directly, and Rumble’s user numbers reflect that. At the beginning of November 2020, Rumble had 80 million users, and 72% of their referrals came from Parler.
According to the founder of Rumble, Chris Pavlovski, Rumble has continued to grow 10% every month and is seeing 30 million monthly users, up from 800,000 in August of the previous year.
As calls for increased content moderation intensify, big tech censorship shows no signs of slowing down in the future. Will demand for an unmoderated platform like Rumble continue to surge? Or will it face the same fate as Parler if it gets out of control? Only time will tell.
How Can You Monetize Content on Rumble?
Rumble also gives its creators more options to monetize content than YouTube. Rumble’s CEO, Chris Pavlovski, says:
Rumble was built on the belief that all video content creators should be given equal opportunity to freely express themselves and reach a broad audience across the globe, all while maximizing their revenue.
Rumble’s first monetization option is through an ad revenue split. While YouTube only shares 10-15% of ad revenue with users, Rumble shares up to 60% of ad revenue with its users.
Other options include giving creators the opportunity to give up the rights to their content in exchange for a lump sum of money and profit-sharing through Rumble’s other partners.
Rumble also has a simpler video recommendation algorithm than YouTube. YouTube recommends videos for users based primarily on previously watched videos while Rumble displays videos solely in chronological order from creators that a user follows, allowing users to select what content they want to consume without influence.
A brand seeking to reach a right-leaning audience may be wise to use Rumble as a component of their omnichannel marketing strategy because of its new popularity among conservatives.
But don’t put all of your resources into one platform. We always recommend a diversified omnichannel strategy. Learn more about how IMGE uses omnichannel marketing here.
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