TikTok Launches its First Subscription Comedy Sequence, Opens Up ‘Playlists’ to More Users
TikTok’s attempting out one other new creator monetization course of, this time by means of direct subscription for an upcoming comedy sequence within the app.
Although they gained’t be short-form movies – every episode might be half-hour lengthy, which may assist to get extra individuals 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 massively fashionable, TikTok has confronted various challenges in constructing an equitable monetization course of, with lots of its high stars reporting main points with its Creator Fund, and large variances between TikTok and what they will earn in different apps.
Working example – 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 12 months, 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 numerous variances and variations between TikTok posting and longer type content material on YouTube, if this creator had dedicated the time to YouTube as a substitute, and generated related view counts, he would have earned round $60k by way of the YouTube Partner Program.
Once more, this comparability just isn’t direct, and it will require extra effort and time to publish longer type movies to YouTube as a substitute. However the distinction in earnings potential is huge, which poses the largest danger to TikTok’s ongoing progress – as a result of if creators can earn extra in different apps, they’ll doubtless, ultimately, abandon TikTok for greener pastures as a substitute.
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 trying to add in-stream adverts, as well as to shifting consumer consumption behaviors.
Ideally, TikTok can get extra individuals 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 reduce issues of creator abandonment. It nonetheless has a method to go but, however perhaps, subscription programming might be one other method to construct higher relationships with its high stars.
On one other entrance, TikTok can be making its Playlist characteristic 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 may add one other consideration to your TikTok technique.
For creators, that might be one other method to increase viewer engagement and exercise, whereas for manufacturers, it may 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.