The introduction of one other characteristic roll-out from TikTok is unsurprising, because the platform continues its drumbeat of recent options to compete because the platform of selection for creators and preserve its place because the fastest-growing social media website. Nonetheless, the introduction of premium paid-for content material does mark new territory for TikTok.
Whereas it’s nonetheless the early days for TikTok Sequence, the thought isn’t utterly new and we are able to look to present long-form content material platforms like Substack and Patreon to know how influencers might use this characteristic and the kind of content material that may carry out properly.
TikTok Sequence is prone to profit influencers who concentrate on sensible content material
This contains these instructing followers easy methods to obtain one thing aspirational or progress their careers inside a creator’s centered discipline. Recipes, how-to content material and professional tutorials will seemingly carry out properly as one of these content material has a worth connected to it that audiences usually tend to be keen to pay for. What’s extra, this content material format is prone to attraction to a brand new viewers for TikTok—transferring away from the predominantly Gen-Z demographic the platform has seen for years to a extra mature, values-focused group that may come to the platform as a spot of schooling.
Within the instant time period, manufacturers will seemingly wish to proceed partnering with influencers on their free content material to succeed in a broader viewers
That is particularly the case to start with when influencers received’t essentially have a longtime subscriber viewers. Influencers might undertake the same premium mannequin to YouTube and Spotify the place subscribers pay for an ad-free expertise. Alternatively, there could also be cases the place influencers’ TikTok Sequence content material presents manufacturers with entry to hyper-engaged and related audiences, in the identical method we see with area of interest influencers, the place subscriber content material reaches smaller, however useful audiences. Nonetheless, to achieve success, audiences have to view the content material produced to be genuinely helpful to pay for it, so this must be fastidiously thought-about by manufacturers and influencers alike.
Whereas there’s at present a lot uncertainty round the way forward for TikTok as a platform following information of potential bans, the platform has been rolling out various options because it competes to be the platform of selection for influencers and customers
If TikTok Sequence proves to achieve success at diversifying income streams for creators and democratizes the business, it has the potential to drive extra intentional and significant brand-influencer partnerships, as creators rely much less on revenue from model collaborations. This may empower creators to be extra selective with the manufacturers they select to companion with and concentrate on content material high quality over amount. This might profit the perceived authenticity and credibility of sponsored content material.
