TikTok is testing yet another new creator monetization process, this time through direct subscription to an upcoming comedy series on the app.
According to the Hollywood Reporter, TikTok is launching a new eight-part comedy series featuring creator Jericho Mencke, which users will be able to subscribe to for $4.99 for the season.
While these won’t be short-form videos, each episode will be 30 minutes long, which could help more people consume longer-form, more easily monetizable content on the app.
Which has become a key impediment to TikTok’s progress. While the app, and the short-form video itself, have become wildly popular, TikTok has faced several challenges in building an equitable monetization process, with many of its top stars reporting major issues with its Creator Fund and large variances. between TikTok and what they can earn on other apps.
Case in point: This creator recently noticed that during his six months in TikTok’s Creator program, he earned just $622, despite generating millions of views on the app.
The creator’s (@cornydirtydan) videos generate around 30,000 views each, and this year he has posted around 9 videos per week, with some of his clips reaching millions of views (his highest-performing clip, as noted on the video, has eclipsed 50 million views on the app).
In a basic comparison, not taking into account the many variations and differences between TikTok posting and longer form content on YouTube, if this creator had spent time on YouTube and generated similar view counts, they would have earned around $ 60k via YouTube partner. Calendar.
Again, this comparison is not straightforward and would require more time and effort to post longer-form videos to YouTube. But the difference in earning potential is huge, posing the biggest risk to TikTok’s continued growth, because if creators can earn more on other apps, they are likely to eventually leave TikTok for greener pastures.
That’s why TikTok is adding more monetization options, including subscriptions, Live Gifting, eCommerce integrations, facilitating branded content partnerships, and more.
TikTok has also extended the maximum duration of its uploads to 10 minutes, with a view to expanding its content options, and within that, it will also look to add in-stream ads, as well as change users’ consumption behaviors.
Ideally, TikTok can get more people to spend more time with creators and clips in the app, driving ad exposure opportunities, which will then allow it to build a more competitive revenue stream to lessen concerns about creator churn. It still has a ways to go, but perhaps subscription programming could be another way to build better relationships with its top stars.
On another front, TikTok is also making its playlist feature available to more users.
Playlists allow you to categorize your TikTok videos into defined groups, which can help encourage viewers to keep watching based on their interests.
Until now, Playlists have been tested with business and creator accounts, but now TikTok is expanding the option’s availability, which could add another consideration to your TikTok strategy.
For creators, that could be another way to increase viewer engagement and activity, while for brands, it could also offer new ways to grow their in-app audience.
But again, creator monetization remains the key challenge for TikTok, and it will continue to explore new avenues to solidify its position in the market.