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TikTok Launches its First Subscription Comedy Series, Opens Up ‘Playlists’ to More Users

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TikTok Expands Test of Downvotes for Video Replies, Adds New Prompts to Highlight its Safety Tools

TikTok’s trying out another new creator monetization process, this time through direct subscription for an upcoming comedy series in the app.

As per Hollywood Reporter, TikTok is launching a new, eight-part comedy series with creator Jericho Mencke, which users will be able to subscribe to for $4.99 for the season.

Though they won’t be short-form videos – each episode will be 30 minutes long, which could help to get more people consuming longer-form – and more easily monetizable – content in the app.

Which has become a key impediment for TikTok’s progress. While the app, and short-form video in itself, has become hugely popular, TikTok has faced various challenges in building an equitable monetization process, with many of its top stars reporting major issues with its Creator Fund, and huge variances between TikTok and what they can earn in other apps.

Case in point – this creator recently noted that over his six months in TikTok’s Creator program, he has earned only $622, despite generating millions of views in the app.

The creator’s videos (@cornydirtydan) generate around 30k views each, and he’s posted around 9 videos per week this year, with some of his clips reaching millions of views (his top-performing clip, as noted in the video, has eclipsed 50m views in the app).

At a basic comparison, not factoring the many variances and differences between TikTok posting and longer form content on YouTube, if this creator had committed the time to YouTube instead, and generated similar view counts, he would have earned around $60k via the YouTube Partner Program.

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Again, this comparison is not direct, and it would require more time and effort to post longer form videos to YouTube instead. But the difference in earnings potential is massive, which poses the biggest risk to TikTok’s ongoing growth – because if creators can earn more in other apps, they’ll likely, eventually, abandon TikTok for greener pastures instead.

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That’s why TikTok’s adding more monetization options, including subscriptions, Live Gifting, eCommerce integrations, facilitating branded content partnerships and more.

TikTok’s also expanded the maximum length of its uploads to 10 minutes, with a view to broadening its content options, and within that, it’ll also be looking to add in-stream ads, in addition to shifting user consumption behaviors.

Ideally, TikTok can get more people spending more time with creators and clips in the app, generating ad exposure opportunities, which will then enable it to build a more competitive revenue pathway to lessen concerns of creator abandonment. It still has a way to go yet, but maybe, subscription programming could be another way to build better relationships with its top stars.

On another front, TikTok is also making its Playlist feature available to more users.

Playlists enable you to categorize your TikTok videos into defined groups, which can help encourage viewers to keep watching based on their interests.

Up till now, Playlists have been in testing with business and creator accounts, but now, TikTok is expanding availability of the option, which could add another consideration to your TikTok strategy.

For creators, that could be another way to boost viewer engagement and activity, while for brands, it could also offer new ways to build your audience in the app.

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But again, creator monetization remains the key challenge for TikTok, and it’ll continue to explore new avenues for such as it seeks to solidify its market position.  

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YouTube Tests Disappearing Community Posts, Expands Access to Membership Gifting

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YouTube Tests Disappearing Community Posts, Expands Access to Membership Gifting

YouTube is testing out a new post type within its Community Posts element, while it’s also expanding access to ‘Membership Gifting’, which provides another way for creators to boost their audience in the app.

First off, on disappearing posts – YouTube’s running a new experiment that will enable selected creators to set a time limit on their Community Posts in the app, which will see those updates disappear after 24 or 72 hours.

As you can see in this example, the new option will enable you to set an expiration date for a Community Post, which will then see it automatically erased from view after that time.

YouTube says that creators have been seeking more ways to enhance engagement within the Community Posts element:

“We’ve heard from creators that they would like the ability to share content that is only available for a short period of time – for example, a special time-limited discount on merch or a special message for fans that manage to catch it before it expires.”

YouTube’s Community Posts, which it opened up to all channels with over 500 subscribers in September last year (down from 1,000 subs previously), enable creators to share text-based posts – which can include polls, GIFs, images, and video – within their Community tab.

YouTube Community Posts

That provides another way to extend your community-building efforts beyond video content and subsequent comments, which is more aligned with the engagement that you’ll find on in other social apps.

And soon, you’ll also be able to share disappearing posts too – though the initial test is only running with selected creators on Android devices to begin with.

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“Viewers will be able to see that a post will expire in x hours at the top of the post in the community tab, and creators will see their expired posts in the ‘Community’ tab under the ‘Archived’ chip once it has expired. Creators can’t re-share expired posts, but we are planning on adding that functionality in the future.”

On another front, YouTube’s also expanding access to its ‘Membership Gifting’ option, which enables Channel members to purchase gift memberships, which are then distributed to other viewers who are not subscribed to the channel.

YouTube Membership Gifting

Which may seem a little odd, but the idea is that this is a support measure for creators, not a gift for friends, as such, providing a means to both give the creator revenue (as they get the usual cut from gifted memberships), while also helping them to boost their audience in the app.

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“Up until now, gifting memberships was in a limited beta stage only, and only accessible by a small number of creators. But with this launch, we’re expanding the number of creators that have access to gifting memberships. And as a creator, you can buy gift memberships for your community without becoming a member yourself.”

To be eligible for the program, Channels need to have memberships enabled at a level of $4.99. Viewers also need to opt in to receive gifts during a stream, which they can do by tapping on the ‘Allow Gifts’ prompt in the chat on an eligible broadcast. 

It could be a handy option for building community in the app, and with many YouTubers inspiring legions of passionate fans, you can imagine that some will be more than happy to participate in helping to grow their favorite creators’ following.

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