I see a lot of articles talking about ad revenue. For most YouTubers ad revenue is minuscule compared to what they make on product placements. Someone in the lifestyle/beauty segment with say 300k subs on YT (and similiar IG following) might make 500$ in ads a month on YouTube but 8k to 10k per product placement. This doesn't include multi-post deals (usually YT and IG combined) that will yield (from what I have seen) 40k to 60k in collaboration with e.g. big beauty brands.