TikTok looks like it’s preparing to jump on the subscription bandwagon, according to a report by The Information.
The ByteDance-owned video platform currently supports tips, which let fans send money to creators who are 18 years or older, with at least 100,000 followers, and good standing on the service. Viewers can also gift their favorite creators virtual currency during livestreams—though it’s not exactly a get-rich-quick scheme, especially if you rarely go live.
It’s unclear exactly how TikTok’s subscription plans will work; the company did not immediately respond to PCMag’s request for comment. A spokesperson told Engadget that “We’re always thinking about new ways to bring value to our community and enrich the TikTok experience.”
Meta this week announced plans to monetize Instagram by letting creators charge for exclusive content and benefits. A limited number of users can now set a monthly price, add the “subscribe” button to their profile, and offer supporter options like private Live and Stories broadcasts, interactive stickers, and an easily identifiable backer badge.
Sister platform Facebook launched a similar system in 2020, helping creators “build sustainable businesses powered by the support of their communities.” Meta promised to not collect any fees from Facebook or Instagram subscription purchases until 2023, at the earliest.
As The Information pointed out, a TikTok subscription model could look very different from rival services, thanks to the app’s algorithms that encourage endless scrolling without needing to follow individual creators. Those charging a subscription fee may not appear at all on people’s For You pages; or perhaps only their exclusive content will be hidden behind a paywall.
