TikTok’s making an attempt out one other new creator monetization course of, this time via direct subscription for an upcoming comedy collection within the app.
Although they gained’t be short-form movies – every episode will likely be half-hour lengthy, which might assist to get extra folks consuming longer-form – and extra simply monetizable – content material within the app.
Which has develop into a key obstacle for TikTok’s progress. Whereas the app, and short-form video in itself, has develop into vastly in style, TikTok has confronted various challenges in constructing an equitable monetization course of, with a lot of its prime stars reporting main points with its Creator Fund, and large variances between TikTok and what they will earn in different apps.
Living proof – this creator lately famous that over his six months in TikTok’s Creator program, he has earned solely $622, regardless of producing tens of millions of views within the app.
The creator’s movies (@cornydirtydan) generate round 30k views every, and he’s posted round 9 movies per week this yr, with a few of his clips reaching tens of millions of views (his top-performing clip, as famous within the video, has eclipsed 50m views within the app).
At a primary comparability, not factoring the various variances and variations between TikTok posting and longer kind content material on YouTube, if this creator had dedicated the time to YouTube as an alternative, and generated related view counts, he would have earned round $60k through the YouTube Partner Program.
Once more, this comparability is just not direct, and it will require extra effort and time to publish longer kind movies to YouTube as an alternative. However the distinction in earnings potential is very large, which poses the most important threat to TikTok’s ongoing development – as a result of if creators can earn extra in different apps, they’ll doubtless, finally, abandon TikTok for greener pastures as an alternative.
TikTok’s additionally expanded the maximum length of its uploads to 10 minutes, with a view to broadening its content material choices, and inside that, it’ll even be wanting so as to add in-stream advertisements, along with shifting consumer consumption behaviors.
Ideally, TikTok can get extra folks spending extra time with creators and clips within the app, producing advert publicity alternatives, which is able to then allow it to construct a extra aggressive income pathway to reduce issues of creator abandonment. It nonetheless has a solution to go but, however possibly, subscription programming may very well be one other solution to construct higher relationships with its prime stars.
On one other entrance, TikTok can be making its Playlist function accessible to extra customers.
Up until now, Playlists have been in testing with enterprise and creator accounts, however now, TikTok is increasing availability of the choice, which might add one other consideration to your TikTok technique.
For creators, that may very well be one other solution to enhance viewer engagement and exercise, whereas for manufacturers, it might additionally provide new methods to construct your viewers within the app.
However once more, creator monetization stays the important thing problem for TikTok, and it’ll proceed to discover new avenues for such because it seeks to solidify its market place.