In a very short time after one of the largest social networks represented by Instagram began testing and gradually offering the possibility of paying subscriptions to certain authors, another equally large and well-known platform like TikTok decided to declare that it, with a huge share probability, will follow the example mentioned above. As such, the service is currently actively exploring a feature that would in turn allow influencers on the platform to get paid access to at least some of their own content they share on the app, according to The Information.
Paid TikTok features like this are being tested on a limited basis, so you may not see your favorite creators start using them anytime soon. It should also be noted that the platform, at least for now, has not provided more detailed information on how exactly this feature works. “We are always thinking of new ways to add value to our community and enrich the TikTok experience,” a TikTok spokesperson told Engadget.
And in general, as is the case with platforms like Twitch, Twitter, and YouTube, TikTok allows followers to send advice to influencers who are enrolled in the Creator Next program. Users can also buy and send virtual gifts to creators. And given the other monetization options that are already on the platform, and the fact that competing platforms have been using this subscription format for some time now, it’s no surprise that TikTok has chosen to follow this path in the same way. For example, back in 2020, TikTok made an announcement that made us aware that the company was creating its own $200 million fund dedicated directly to supporting creators.
And besides, you should not ignore the fact that even such a large giant as Meta really spends a lot of money on influencers. Last year, the company announced that by the end of 2022 it will invest $1 billion in creators who help promote and popularize Facebook and Instagram, and thereby make them more competitive. The CEO of the corporation, Mark Zuckerberg, has already said in this regard that the company will not reduce the income of content makers, that is, charge them a commission, at least until 2023. At the moment, following Instagram is only available to a very small number of creators, but it is planned to open access to others in the coming months.