TikTok Launches its First Subscription Comedy Collection, Opens Up ‘Playlists’ to Extra Customers
TikTok’s attempting 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 shall 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 change into a key obstacle for TikTok’s progress. Whereas the app, and short-form video in itself, has change into vastly widespread, TikTok has confronted various challenges in constructing an equitable monetization course of, with lots of its prime stars reporting main points with its Creator Fund, and big variances between TikTok and what they will earn in different apps.
Living proof – this creator not too long ago famous that over his six months in TikTok’s Creator program, he has earned solely $622, regardless of producing thousands and thousands 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 thousands and thousands 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 numerous variances and variations between TikTok posting and longer type 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 isn’t direct, and it might require extra effort and time to submit longer type movies to YouTube as an alternative. However the distinction in earnings potential is huge, 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 possible, 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 person consumption behaviors.
Ideally, TikTok can get extra folks spending extra time with creators and clips within the app, producing advert publicity alternatives, which can then allow it to construct a extra aggressive income pathway to minimize issues of creator abandonment. It nonetheless has a technique to go but, however perhaps, subscription programming could possibly be one other technique to construct higher relationships with its prime stars.
On one other entrance, TikTok can also 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 could possibly be one other technique 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.