TikTok’s slowing growth has prompted the company to search for strategies to increase user activity, particularly those that keep creators on the platform for financial gain. Recently, rumours have surfaced that the platform is developing a paywall feature that creators can use to charge for access to their content.
TikTok is reportedly working on allowing creators to put their content behind a paywall, according to a new report from The Information, via Insider. Creators would be able to lock some of their work behind a paywall for paying subscribers with this feature, which is currently in the works.
Whether this is a subscription service or a pay-per-view model is unknown, but the latter seems more likely given the mutual benefits to creators and TikTok that would accrue from renewal payments. TikTok isn’t the first social media platform to adopt this type of revenue model. Similar business models exist on platforms like Instagram, Twitter, and YouTube, allowing content creators to charge subscribers for access to premium features and content.
As The Information reports, TikTok is also working on Creator Fund 2.0, an updated version of the original Creator Fund it launched in 2020, to incentivize creators with over 100,000 followers to stick around. A source who didn’t want to be named said that the new fund might start taking investors as soon as March.
Anything TikTok can do to improve its public image is important now that it has been in the news more for bad news than good. Such efforts may prove futile if a nationwide ban on TikTok is ultimately enacted in the United States, as plans to do so on government devices have already been initiated.
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