Excluding donation solicitation during live broadcasts, the TikTok platform didn’t really offer a way for influencers to monetize their content. The situation is about to change, with the launch in beta of a paid subscription feature called “LIVE Subscription”. Explanations.
That’s it. This May 26, TikTok has just launched the beta version of its monetization feature “LIVE Subscription” aimed at the most popular influencers and content creators of its platform. The Chinese app had been keeping its users in suspense for over a week, posting videos of TikTok personalities on its own creative account (@tiktoklive_creator) touting the features of the upcoming feature.
Those who choose to subscribe to their favorite influencer’s channel will be able to :
- Use exclusive badges and emojis in the public chat room;
- Join private chats;
- Access exclusive content.
For Francis Jetté, consultant and trainer in digital content strategies for Isarta, TikTok’s strategy is clear: the Chinese application pursues an objective of attracting the best content creators that is currently happening between YouTube, Twitch, Instagram and TikTok.
All platforms – even Facebook Live – currently allow for monetizing content not to mention platforms like Patreon and OnlyFans that offer interesting options for content creators who want to make a living from their art.”
The social media expert predicts that mainstream media will eventually be able to take advantage of the feature as well, in a later stage.
TikTok considers itself an entertainment-focused platform; it compares more to Netflix and TV channels than a social network according to their presentations to agencies. So it wouldn’t be surprising to see this offering roll out to popular media accounts eventually to drive content sharing and monetization.”
Designed to support content creators with a large number of subscribers, LIVE subscriptions will not be directly used by brands looking to gain visibility by broadcasting their content for “free.” However, Francis Jetté sees a potential for interaction with this new type of content.
Brands must diversify their approaches and find ways to benefit from these new options to shine through the content of digital creators, in a more organic and less promotional way,” he summarizes.
An alternative to ad targeting
More broadly, TikTok’s new feature is also part of a movement where major platforms are looking to monetize their content in ways other than advertising. With the announced end of browser cookies and the accompanying ad targeting, more and more media are reactivating their paywall, in order to sell their content in a “direct” relationship with consumers.
The diversification of revenue sources has become all the more necessary as regulatory authorities are tightening the screws on ad targeting, which relies on the collection of personal data.”
