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 by direct subscription for an upcoming comedy collection within the app.

As per Hollywood Reporter, TikTok is launching a brand new, eight-part comedy collection with creator Jericho Mencke, which customers will have the ability to subscribe to for $4.99 for the season.

Although they gained’t be short-form movies – every episode can be half-hour lengthy, which may assist to get extra folks consuming longer-form – and extra simply monetizable – content material within the app.

Which has turn into a key obstacle for TikTok’s progress. Whereas the app, and short-form video in itself, has turn into massively common, TikTok has confronted various challenges in constructing an equitable monetization course of, with a lot of its high stars reporting main points with its Creator Fund, and big variances between TikTok and what they’ll 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 hundreds of 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 hundreds of 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 various 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 could require extra effort and time to submit longer type movies to YouTube as a substitute. 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 possible, ultimately, abandon TikTok for greener pastures as a substitute.

That’s why TikTok’s including extra monetization choices, together with subscriptions, Live Gifting, eCommerce integrations, facilitating branded content partnerships and extra.

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 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 can then allow it to construct a extra aggressive income pathway to reduce issues of creator abandonment. It nonetheless has a option to go but, however possibly, subscription programming may very well be one other option to construct higher relationships with its high stars.

On one other entrance, TikTok can also be making its Playlist function obtainable to extra customers.

Playlists allow you to categorize your TikTok videos into defined groups, which may also help encourage viewers to maintain watching primarily based on their pursuits.

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 may very well be one other option 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.  

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