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Would you pay to see videos created by your favorite TikToker? TikTok is testing the concept. 

Similar to signing up for Netflix, TikTok users would pay a subscription fee to have exclusive access to content made by TikTok creators. 

By setting up subscriptions, TikTok influencers would be able to generate regular revenue. Facebook launched this type of subscription model in 2020, Instagram followed suit at the beginning of 2022, and now TikTok announced its plan to do the same. 

What we know about TikTok subscriptions

TikTok announced it’s “testing” subscriptions at the beginning of 2022, but that’s about all the company said. Other than a few quotes from a TikTok spokesperson that tout the company’s focus on bringing value to the online community, little is known. 

TikTok didn’t say how many creators are testing the concept, how it’s set up, what the paywall looks like, or if they plan to introduce the concept platformwide. 

However, experts outside of the company speculate that the subscription model could mimic that of Facebook or Instagram. In this model, creators set their own monthly subscription price and give subscribers access to exclusive live content and stories. In addition, subscribers are given a badge that appears alongside their comments on posts so creators can easily identify them quickly and engage. 

Eventually, it’s assumed that TikTok will take a percentage of all subscription fees. Facebook announced it will start taking a cut of subscriptions in 2023. 

What kind of subscription fees are possible?

TikTok didn’t reveal any kind of pricing, but Instagram’s subscription fees range from $0.99 to $99 a month. Twitter has a similar subscription model with monthly pricing set between $2.99 to $9.99 a month. 

It’s likely that creators will set their own subscription fees, so costs will vary. However, creators will probably start with a relatively low monthly cost to gauge interest and build a base. Costs will likely go up, especially when the platform starts taking its cut. 

TikTok builds creator tools 

Before announcing its plan to introduce subscriptions, TikTok announced the creation of a $200 million Creator Fund that will give creators more tools on the platform. Born from this fund is Creator Next, a portal of TikTok monetization tools. The monetization tools include: 

Tips

If a subscriber likes a creator’s content, they can opt to tip the creator. The feature, aptly named Tips, gives creators a chance to earn money for their content and gives viewers a way to show their appreciation. Similar to tipping waitstaff in a restaurant, TikTok creators keep 100% of their tips. 

Live Gifts and Video Gifts

Another monetization tool on TikTok is Live Gifts and Video Gifts. TikTok users can buy coins and send “gifts” to creators during a live stream or after watching a video. The gifts show up as stickers and animations. Creators can cash these gifts in for money. 

Diamonds  

TikTok is now awarding diamonds to creators who create successful live videos. These diamonds can also be turned in for cash. The feature is meant to encourage creators to not just create videos — but live videos. 

Subscription metrics are needed

Social subscription models are obviously in their infant stages, but companies like Meta (the owner of Facebook and Instagram) and TikTok will likely need to develop a separate dashboard for subscription-based metrics. 

Reports show 10 Instagram influencers are currently testing subscriptions. They have access to basic metrics, like total number of subscribers, number of cancellations, and total money earned. There’s no word on what metrics TikTok creators have access to in their subscription model, but it’s likely similar.   

Instagram says they’re planning to build out their metrics dashboard, if the subscription model is a success. Others like TikTok would likely do the same.

What’s next

Establishing creator economies via subscriptions is a fast-growing concept. With consumers subscribing to other content channels like Netflix and Disney+, many experts say these kinds of niche content subscriptions are a natural next step. 

If the tests are a success, the social platforms will likely roll out this subscription model to a larger pool of creators before opening it to everyone. It could take months for the platforms to test, analyze, and build out additional features needed, like metrics, to make subscription models a viable tool for every content creator.   

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