TikTok is launching a brand new function known as “Sequence” that enables eligible creators to put up content material behind a paywall, the corporate announced on Tuesday. The brand new monetization function provides one other approach for creators to earn cash for his or her content material on the app. Sequence is present solely obtainable to pick creators, with purposes to hitch opening within the coming months.
Sequence allows eligible creators to put up collections of premium content material behind a paywall that viewers should purchase for entry. One Sequence can embody as much as 80 movies, every as much as 20 minutes lengthy. Commonplace movies on TikTok can presently solely be up to 10 minutes long, so the expanded video size for Sequence provides creators extra time and adaptability when filming issues like cooking demos, magnificence tutorials, instructional content material, comedy sketches and extra. The change marks one more approach that TikTok is inching further into YouTube’s territory.
Creators can choose the value for his or her Sequence that they consider finest displays the worth of their unique content material. The content material could be bought for entry through direct in-video hyperlinks or via a creator’s profile. A spokesperson for the corporate advised TechCrunch that creators will be capable of hold 100% of their earnings after relevant charges for a restricted time. TikTok will doubtless begin taking a reduce sooner or later, however didn’t say how a lot it will be.
It’s price noting that customers gained’t be capable of use Sequence as a technique to put up grownup content material, as Sequence content material should abide by TikTok’s Neighborhood Pointers.
“From the highest assortment of must-know spreadsheet shortcuts to essentially the most efficient exercises or the most recent baked oats recipe, the various vary of invaluable and entertaining content material on TikTok has shortly change into part of a billion individuals’s lives all over the world,” the corporate mentioned in a blog post. “Right now we’re introducing Sequence, a brand new approach for creators to share their tales, abilities and creativity as premium content material whereas additional deepening their reference to the TikTok neighborhood.”
Right now’s launch isn’t precisely a shock, on condition that The Data reported last month that TikTok was engaged on a paywall function. The brand new function will enable TikTok to raised reward creators, who’re the driving issue of the app, as their viral movies have been important to the app’s development and recognition. Nevertheless, the thought of unique content material for paying customers isn’t a brand new idea, as Instagram lets creators share subscriber-only content material.
The brand new function comes two weeks after TikTok launched the beta version of a revamped creator fund known as the “Creativity Program.” This system is designed to generate increased income and unlock extra alternatives for creators. The Creativity Program is on the market to pick creators on an invite-only foundation, with availability to all eligible creators coming quickly.
TikTok mentioned it developed the brand new program primarily based on suggestions from creators on its present incomes alternatives, together with its Creator Fund. The fund, which rewards creators for widespread movies, launched in 2020 with a $1 billion dedication over three years. Its mannequin has been criticized by creators who’ve complained about low payouts. TikTok is now acknowledging these issues with the launch of the brand new program.
The brand new Sequence function and Creativity Program are the most recent additions to TikTok’s suite of monetization instruments, which incorporates LIVE subscriptions and TikTok Pulse. The corporate additionally has tips and gifts monetization options.
The growth of TikTok’s present payout choices for creators comes as its rivals are ramping up their choices. Final month, YouTube began sharing ad revenue with Shorts creators. No short-form video platform has fairly discovered easy methods to share advert income up till now, which supplies Shorts a notable leg up on the competitors.
TikTok’s newest bulletins present that it’s seeking to appease creators and provides them extra methods to earn cash via its platform amid enhanced competitors from different corporations.
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