TikTok creators could soon put videos behind a paywall
A revamped Creators Fund could also boost influencer pay.
TikTok can use a simple strategy to keep growing: help creators earn extra money. News sources claim that TikTok is developing a paywall feature that would allow producers to charge $1 (or a price of their choice) to access any given video. While it's unclear exactly how the system would work, it would help influencers enjoy their most popular clips directly.
The social network is also considering an overhaul of its Creator Fund amid complaints about low payouts, sources say. TikTok would require a much larger number of followers (100,000 versus 10,000), but could therefore pay eligible creators more. The fund could also reward users who produce longer videos that make good use of the recently increased 10-minute limit.
In a statement to Engadget, TikTok did not directly comment on the supposed plans, but said it was "committed" to devising new ways to make the service "valuable and rewarding" for creators. It's unclear when the paywall would be available, but the revised Creator Fund could launch as early as March. The company would test the new financing system in Brazil and France.
Additional rewards may be required. While TikTok's US user base grew during the pandemic, that audience leveled off in 2022. Paywalls and a new creator fund could allow social media stars to post videos on TikTok where they drift otherwise to Instagram or Snapchat. The company already has a YouTube-like program that shares ad revenue, but it's only available to a handful of premium users.
Any boost hinges on TikTok surviving allegations that it's a national security threat, mind you. Federal and state politicians are pushing to ban TikTok at least on government devices, fearing the Chinese government is using the app for espionage and propaganda purposes. The company has long denied the charges, and its CEO is set to testify before a House committee in March. However, if she fails to convince the authorities, any US growth strategy could quickly collapse.
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A revamped Creators Fund could also boost influencer pay.
TikTok can use a simple strategy to keep growing: help creators earn extra money. News sources claim that TikTok is developing a paywall feature that would allow producers to charge $1 (or a price of their choice) to access any given video. While it's unclear exactly how the system would work, it would help influencers enjoy their most popular clips directly.
The social network is also considering an overhaul of its Creator Fund amid complaints about low payouts, sources say. TikTok would require a much larger number of followers (100,000 versus 10,000), but could therefore pay eligible creators more. The fund could also reward users who produce longer videos that make good use of the recently increased 10-minute limit.
In a statement to Engadget, TikTok did not directly comment on the supposed plans, but said it was "committed" to devising new ways to make the service "valuable and rewarding" for creators. It's unclear when the paywall would be available, but the revised Creator Fund could launch as early as March. The company would test the new financing system in Brazil and France.
Additional rewards may be required. While TikTok's US user base grew during the pandemic, that audience leveled off in 2022. Paywalls and a new creator fund could allow social media stars to post videos on TikTok where they drift otherwise to Instagram or Snapchat. The company already has a YouTube-like program that shares ad revenue, but it's only available to a handful of premium users.
Any boost hinges on TikTok surviving allegations that it's a national security threat, mind you. Federal and state politicians are pushing to ban TikTok at least on government devices, fearing the Chinese government is using the app for espionage and propaganda purposes. The company has long denied the charges, and its CEO is set to testify before a House committee in March. However, if she fails to convince the authorities, any US growth strategy could quickly collapse.
All products recommended by Engadget are selected by our editorial team, independent of our parent company. Some of our stories include affiliate links. If you purchase something through one of these links, we may earn an affiliate commission. All prices correct at time of publication.
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