A TikTok spokesperson told The Information that TikTok is testing the idea of letting its creators charge fees for subscriptions for their content. Earlier Wednesday, rival Instagram announced it was offering paid subscriptions to a small group of influencers.
TikTok owned by ByteDance currently supports tips, which allow fans to send money to creators through their profiles. Viewers can also interact with the videos by purchasing virtual gifts through the app and sending them to content creators, which they can take advantage of. A TikTok spokesperson declined to go into details of the tests to extend these types of direct payments to regular subscriptions, which were not previously reported.
Instagram has announced that it is testing subscriptions, which will allow content creators to submit stories and live broadcasts to subscribers only, along with smaller perks, such as badges next to the subscriber's name. Instagram's native Meta Platforms won't charge creators for this feature until at least 2023. YouTube, Patreon, and Twitter already support subscriptions in exchange for cutting payments.
It could mimic TikTok Instagram's signup model, but it might have to look completely different due to the app's powerful For You Page algorithm, which keeps users scrolling through the app for hours without having to follow individual creators.
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