<p style="margin: 0px 0px 15px; vertical-align: baseline; color: #777777; font-family: 'Open Sans', sans-serif; font-size: 15px; background-color: #ffffff;">TikTok can be a powerful platform for creators looking to build an audience. But can its users actually make money?</p>
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<p style="margin: 0px 0px 15px; vertical-align: baseline; color: #777777; font-family: 'Open Sans', sans-serif; font-size: 15px; background-color: #ffffff;">That question has been top of mind for many influencers who have taken off on the app. Some turn to brand deals as a way to earn a living. Others look outside TikTok, joining platforms like YouTube or Twitch, which have more mature in-app monetization programs.</p>
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<p style="margin: 0px 0px 15px; vertical-align: baseline; color: #777777; font-family: 'Open Sans', sans-serif; font-size: 15px; background-color: #ffffff;">TikTok has introduced several features over the last few years to try to help creators make money. It rolled out in a match-making platform for brands and creators, and in a tool to streamline influencer marketing. It s also introduced features like tipping, subscriptions, and gifts that allows users to pay creators in a virtual currency that can later be converted into dollars.</p>
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<p style="margin: 0px 0px 15px; vertical-align: baseline; color: #777777; font-family: 'Open Sans', sans-serif; font-size: 15px; background-color: #ffffff;">But all of those features put the onus of paying creators on outside parties, such as marketers and fans.</p>
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<p style="margin: 0px 0px 15px; vertical-align: baseline; color: #777777; font-family: 'Open Sans', sans-serif; font-size: 15px; background-color: #ffffff;">TikTok has also committed to compensating creators out of its own pocket, though its payouts thus far have paled in comparison to competitors like YouTube.</p>
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<p style="margin: 0px 0px 15px; vertical-align: baseline; color: #777777; font-family: 'Open Sans', sans-serif; font-size: 15px; background-color: #ffffff;">In , TikTok launched a Creator Fund that it set up to pay its users a total of $ billion over a three-year period.</p>
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<p style="margin: 0px 0px 15px; vertical-align: baseline; color: #777777; font-family: 'Open Sans', sans-serif; font-size: 15px; background-color: #ffffff;">The fund is essentially a big pot of money that TikTok uses to pay a subset of creators with at least , followers who have generated , video views in the previous -day period.</p>
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<p style="margin: 0px 0px 15px; vertical-align: baseline; color: #777777; font-family: 'Open Sans', sans-serif; font-size: 15px; background-color: #ffffff;">TikTok s $ billion commitment is small compared to YouTube s overall creator payouts. YouTube s CEO wrote in that the company had paid $ billion to creators, artists, and media companies over a three-year time frame. It also set up a $ million fund in , meant to last through , specifically for its TikTok-like feature, Shorts. Other platforms like Snapchat have paid hundreds of millions of dollars&nbsp;to influencers to incentivize the creation of short videos. also pays some creators based on the number of views their Reels generate, offering bonuses for hitting certain short-video view thresholds.</p>
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<p style="margin: 0px 0px 15px; vertical-align: baseline; color: #777777; font-family: 'Open Sans', sans-serif; font-size: 15px; background-color: #ffffff;">TikTok told Insider it considers factors like video view counts, video engagement, and the location in which a video was seen, when determining Creator Fund payouts.</p>
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<p style="margin: 0px 0px 15px; vertical-align: baseline; color: #777777; font-family: 'Open Sans', sans-serif; font-size: 15px; background-color: #ffffff;">Influencers who have revealed their Creator Fund payments publicly or with Insider over the last few years have reported earning just a few cents for every , views their videos generate. For comparison, YouTube creators who shared their revenue-per-one-thousand-views RPM rates with Insider over a similar period all earned at least a $ RPM.</p>
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<p style="margin: 0px 0px 15px; vertical-align: baseline; color: #777777; font-family: 'Open Sans', sans-serif; font-size: 15px; background-color: #ffffff;">For creators with millions of views on videos, a lower RPM can still add up to more than $, in earnings.</p>
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<p style="margin: 0px 0px 15px; vertical-align: baseline; color: #777777; font-family: 'Open Sans', sans-serif; font-size: 15px; background-color: #ffffff;">Personal-finance influencer Preston Seo, who now has . million TikTok followers, earned a total of about $, from the Creator Fund between January and May , according to documentation he shared with Insider. His TikTok account earns between $ to $ a day on average.&nbsp;</p>
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<p style="margin: 0px 0px 15px; vertical-align: baseline; color: #777777; font-family: 'Open Sans', sans-serif; font-size: 15px; background-color: #ffffff;">Other top creators, such as MrBeast and Hank Green, have reported low Creator Fund payouts despite generating huge view counts.</p>
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<p style="margin: 0px 0px 15px; vertical-align: baseline; color: #777777; font-family: 'Open Sans', sans-serif; font-size: 15px; background-color: #ffffff;">When TikTok established their Creator Fund, it was a good step forward, but it remains on the weaker side of platform monetization, Eamon Brennan, the vice president of creator partnerships at creator agency and management firm Collab, told Insider. I think regulating and expanding the actual monetization system of the platform itself would help everyone out.</p>
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<p style="margin: 0px 0px 15px; vertical-align: baseline; color: #777777; font-family: 'Open Sans', sans-serif; font-size: 15px; background-color: #ffffff;">When asked about creators concerns around low fund payouts, a TikTok spokesperson&nbsp;said in July that the company understood how important it is that our creators are appreciated for their work and look to our creator community for valuable feedback to better serve their needs. They pointed to other monetization features like live subscriptions that are available to users.</p>
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<p style="margin: 0px 0px 15px; vertical-align: baseline; color: #777777; font-family: 'Open Sans', sans-serif; font-size: 15px; background-color: #ffffff;">In May , TikTok announced it was launching a new contextual-advertising product in which brands could buy ads alongside the top % of content in different categories like fashion, cooking, and beauty. It agreed to split half of the revenue with the creator whose video appeared before the in-feed ad. Only creators with at least , followers qualify for the program.</p>
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<p style="margin: 0px 0px 15px; vertical-align: baseline; color: #777777; font-family: 'Open Sans', sans-serif; font-size: 15px; background-color: #ffffff;">YouTube offers a similar contextual ad product called YouTube Select. It plans to roll out an&nbsp;ad revenue-sharing program for its Shorts feature in early .</p>
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<p style="margin: 0px 0px 15px; vertical-align: baseline; color: #777777; font-family: 'Open Sans', sans-serif; font-size: 15px; background-color: #ffffff;">As with the Creator Fund, initial payments from TikTok Pulse have been underwhelming, creators told Insider.&nbsp;</p>
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<p style="margin: 0px 0px 15px; vertical-align: baseline; color: #777777; font-family: 'Open Sans', sans-serif; font-size: 15px; background-color: #ffffff;">Seven creators who shared their monthly payouts, view counts, and revenue for every , video views RPM from the program earned anywhere from a few pennies to $. The creators each had hundreds of thousands of followers; several produced content around gaming, while others made lifestyle videos.</p>
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<p style="margin: 0px 0px 15px; vertical-align: baseline; color: #777777; font-family: 'Open Sans', sans-serif; font-size: 15px; background-color: #ffffff;">See how much gaming and lifestyle creators have earned through early payouts from the Pulse ad program</p>
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<p style="margin: 0px 0px 15px; vertical-align: baseline; color: #777777; font-family: 'Open Sans', sans-serif; font-size: 15px; background-color: #ffffff;">While most of the creators who shared payment data with Insider saw Pulse RPMs in the $ to $ range, one creator reported an RPM closer to $. The creator RPMs were competitive on TikTok Pulse when compared to other ad programs like YouTube s, but the revenue-generating views were comparatively low, often dipping below , views.</p>
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<p style="margin: 0px 0px 15px; vertical-align: baseline; color: #777777; font-family: 'Open Sans', sans-serif; font-size: 15px; background-color: #ffffff;">I was super excited to join it, but I m six cents richer today, Betts Waller, a gaming creator who has around , followers on his TikTok account Forrest Dump, told Insider.&nbsp;</p>
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<p style="margin: 0px 0px 15px; vertical-align: baseline; color: #777777; font-family: 'Open Sans', sans-serif; font-size: 15px; background-color: #ffffff;">Waller only had eight video views qualify for Pulse earnings over the pay period between September and October , despite posting videos that garnered tens of thousands, hundreds of thousands, and even millions of views.&nbsp;</p>
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<p style="margin: 0px 0px 15px; vertical-align: baseline; color: #777777; font-family: 'Open Sans', sans-serif; font-size: 15px; background-color: #ffffff;">Other creators saw a similar pattern of Pulse-monetized views falling far below total video-view counts for a payment period.</p>
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<p style="margin: 0px 0px 15px; vertical-align: baseline; color: #777777; font-family: 'Open Sans', sans-serif; font-size: 15px; background-color: #ffffff;">A company spokesperson told Insider that even if a user s video generates millions of views, it doesn t mean that each video view is followed by a Pulse ad. Due to the nature of the TikTok algorithm, some videos will contribute to more ad impressions than others, they said.</p>
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<p style="margin: 0px 0px 15px; vertical-align: baseline; color: #777777; font-family: 'Open Sans', sans-serif; font-size: 15px; background-color: #ffffff;">We re continuing to work on improving Pulse so that we can better support our creators and advertisers, and look forward to expanding our monetization opportunities, they said.</p>