TikTok reportedly testing paid subscriptions model

TikTok is reportedly testing support for paid subscriptions, allowing users to charge subscriptions for their content. While the company has declined to share how the paid subscription model will operate in the app and declined to elaborate on the features. However, it has been reported in the past that TikTok’s “For You” page offers videos from creators that users do not follow. When a creator chooses to charge, it is likely that their videos won’t appear on users’ "For You" pages. The app may also apply the subscription model to additional content that is exclusive to paid users as opposed to the entire account of the creator. 

The news came after Instagram's Subscriptions feature made headlines. Through the offering, it is said that creators can develop deeper connections with their most engaged followers and grow recurring monthly income by giving subscribers access to exclusive content and benefits. This move came after the "strong creator feedback" the social media platform received from "Facebook Subscriptions", which was launched in 2020. Based on this feedback, parent company, Meta said it is now ready to bring this business model to creators on Instagram. It is said that tests for the "Instagram Subscriptions" feature will be launched today and available to a limited number of US creators in the initial test. Meanwhile, plans to expand access to more creators are said to happen over the next few months. 

MARKETING-INTERACTIVE has reached out to TikTok for more details of the plan.

Last month, TikTok unveiled a series of new tools that will enable users to monetise their content moving forward. According to the brand, the feature "TikTok Creator Next" aims to help creators monetise as they grow and develop their communities on the platform. The company said, "When you join TikTok Creator Next, you receive access to tools and features that allow you to turn their creativity and passions into something greater, whether that’s a side hustle or a business."

"Through TikTok Creator Next, you’ll have numerous ways to maximise monetisation opportunities, including collaborating with brands and even just making more incredible TikTok videos," the company added. TikTok Creator Next also allows viewers to tip content creators. Creators will receive the full tip but service fees may apply. TikTok Creator Marketplace (TTCM) is the official platform for brand and creator collaborations on TikTok. Brands and agencies can browse and search TTCM’s marketplace of creators who’ve joined TTCM across 24 countries too. 

(Photo courtesy: 123RF) 

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