For today’s comedy creators, racking up millions of views is easier than ever, but turning laughs into a living takes remains difficult. There are only so many positions at Saturday Night Live, and it’s more difficult for a straight-up comedy creator to monetize than, say, a woodworking creator with a tool line.
This week, Lauren Palmigiano, freelance writer and a director in comedy development, unpacks how creators are evolving from chasing viral moments to building viable businesses.
In this issue:
🎯 Why depth converts better than scale for comedy creators
🤝 How strategic collaborations can push creators into higher visibility tiers
🧑💻 Traditional pipeline vs. creator-economy entrepreneur
— Natalia Perez-Gonzalez, Assistant Editor
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On the podcast this week, we spoke with Jordan DiPietro, creator of the business newsletter Signal // Noise and former CEO of Hampton and The Hustle. We spoke about:
Why high-value searches are moving to private communities
Three creator economy trends that have lost their strategic value
Three types of content arbitrage, and how to capitalize on each
And more. Watch below or listen wherever you get your podcasts.
Turning laughs into revenue
By Lauren Palmigiano, a freelance writer and director in comedy development.
In 2009, a comedy sketch about a toddler landlord berating her adult tenant blew up online. The Landlord, starring a pint-sized, foul-mouthed two-year-old alongside Will Ferrell, became Funny or Die’s first viral smash before “going viral” was a strategic goal. At the time, comedy websites and groups like Funny or Die, CollegeHumor, and Smosh defined internet comedy: fast, shareable and absurd.
A sketch could get 20 million views and still bring in zero direct revenue, though the prestige of going viral could lead to more opportunities.
Fifteen years later, that model has splintered. Today, comedy online is dominated by solo creators on TikTok, YouTube, and Instagram, posting everything from character bits to green-screen parodies to lo-fi sketches shot in their bedrooms. Many of these creators rack up millions of views; turning those views into sustainable income remains an uphill climb. The critical question now is not just can you go viral? but can you turn virality into content capital into a sustainable living?
The traditional comedy pipeline
Some creators still follow a classic arc: build a fanbase online, use that momentum to land roles in TV, film, or other traditional media, and let those credits cement their careers.
Quinta Brunson went from producing her own video series to creating the Emmy-winning Abbott Elementary. Her viral sketches didn’t make her money directly, but they served as proof-of-concept that she could generate both audience and buzz, which made networks more willing to invest.
Bowen Yang parlayed a podcast into a writing then cast position on Saturday Night Live, proving that viral content can be an audition tape for the biggest stages in comedy.
For creators in this pipeline, the “business” move is to treat online work as a portfolio, not necessarily a direct source of revenue, but a ticket into opportunities where money flows more reliably. Some creators split their time between traditional entertainment and the creator economy; two legs supporting the whole. While acting jobs can ebb and flow, creators stay productive and visible by controlling their own output online.
The creator-economy entrepreneur
For others, the goal is to turn their online presence into a self-sustaining business. These comedians are fully immersed in the creator economy, using multiple platforms to diversify their income and audience. Different revenue streams feed each other, so the promotion is built in and circular.
Brittany Broski rose to fame with the “Kombucha Girl” meme, but she’s far from a one-hit wonder. She’s built a multi-platform brand that includes a YouTube talk show, a podcast, merchandise, and high-value sponsorships. Her business model leans on personality-driven content, where followers feel like they know her personally.
The key conversion step is turning meme-level attention into a community that will follow her across platforms. The more she controls the distribution, the more control she has over monetization.
Anna Roisman blends short-form character bits with live shows and podcasts. By cross-promoting each channel, letting online fans know about live gigs, and bringing live show moments back online, she creates a feedback loop that keeps her audience engaged everywhere.
Here, conversion means deliberately linking online and offline work so that the same fans generate multiple revenue events.
Trevor Wallace has built a profitable empire from viral sketches by pairing them with touring stand-up, strategic merch drops, and well-chosen brand partnerships that feel like extensions of his comedic persona.
Comedy creators can package jokes into products, where a punchline on TikTok becomes a slogan on a T-shirt and that T-shirt becomes a recurring revenue stream.
The new shape of collaboration
At Funny or Die, collaboration was built into the workplace. Shared gear, spontaneous cameos, and face-to-face brainstorms were daily occurrences. Someone could have an idea over lunch and be shooting it by 2 p.m.
Now, Instagram’s “collab” feature lets creators post the same video to both accounts, merging their audiences in real time. TikTok duets and stitches allow strangers to join a joke in progress, and those layered responses can create viral chains that no one person could orchestrate.
A mid-tier creator might plateau at 200,000 followers alone, but through consistent collaborations, they can leapfrog into new audiences without relying on the algorithm alone. A strategic collaboration between two mid-tier creators can push both into a higher tier of visibility overnight.
Check out these collabs like this one from Good Desmond, Max4cracks, and Bustopher Jones. Or find any video from Kyle and Veronika (one of a few new-season SNL cast members who rose to prominence as a creator), who also host a podcast together.
Even collaborating with a platform can make a huge difference. Secret stand-up show Don’t Tell Comedy features up-and-coming comics alongside famous faces, then uploads videos of the shows, which translates into new followers. Comedian Ralph Barabosa had only a few thousand followers before being featured on the channel, and now has over one million fans.
How to turn comedy virality into content capital
Treat virality as the top of the funnel, not the finish line. A viral sketch is awareness, not revenue. Build a clear path for new fans: Where should they go next? YouTube channel, podcast, Patreon, live show?
Diversify platforms, but prioritize owned channels. TikTok might give you reach, but podcasts, newsletters, and mailing lists give you retention. Algorithms can change overnight; email lists don’t.
Own your IP. If a character, bit, or catchphrase lands, make sure it’s yours to license or adapt. Sketches can turn into touring shows, merch lines, or even scripted pilots.
Build depth, not just width. Ten thousand superfans who’ll pay $5/month is a stronger base than a million passive followers. Depth converts better than scale.
Make collaboration a growth engine. Strategic collabs can multiply audiences faster than solo grinding. Treat them as business partnerships, not just creative sparks.
Think in tiers of monetization. Free sketches build reach. Podcasts or live shows create mid-level revenue. Subscriptions, merch, or owned networks are the high-value tiers. Don’t stop at step one.
Stay consistent, but protect the comedy. Posting frequency matters, but burning out or diluting your comedic voice costs more long term. Sustainable systems make the laughs and the income last.
From the wild west days of The Landlord to today’s platform-savvy, metrics-driven ecosystem, one thing hasn’t changed: making people laugh online is still an art. What’s new is that it’s also a business; one that rewards comedic timing and requires a strategic approach. The punchline has to land and so does the business model.
