In Order to Not Repeat the Mistakes of Platforms Past, TikTok Have Begun Experimenting the Ways in Which They are Able to Retain Their Content Creators
In a time where the creator economy is highly competitive, platforms appear to be making several attempts to improve their creator retention. It’s well established many sites like Vine failed due to the creators abandoning ship to create content with a higher rate of return elsewhere, making many aware of the impact they can have on platform longevity. However, sometimes platforms have begun to experiment further with the resources they have in order to provide a place for creators to stay.
More specifically, TikTok have taken a unique approach to engage content creators. Recently, they have announced their new Branded Missions program which would essentially boil down to content creators participating in challenges set by brands who will look at the submitted clips and utilise them in their upcoming campaigns. However, this feature is still being tested, and will only be available to content creators with over 1,000 followers in their accounts.
As stated earlier, all of this will help TikTok to attract content creators to the platform; although it might seem a bit strange, it could prove useful. At the same time, the incentives TikTok are offering with the Branded Mission program will need to be strong enough to overcome the challenges they may face financially in the future. The missions are currently planned to work by brands listing a range of incentives and the requirements; making sure these incentives are great enough to keep creators on the platform will be the difficult part, as other competitors may offer more rewards.
Furthermore, at a first glance, it appears similar to a “payment by exposure” method; TikTok will need to make it clear this is not the case, given popularity in and of itself has proven to not be a long-term motivator for creation.
Together, in applying new methods of monetising content, TikTok is giving content creators various methods of remaining financially incentivised on the platform. Combined with the Creator Fund, Tips, and Video Gifts, this could potentially create an attractive ecosystem for content creators to thrive in.
Additionally, this would allow for a range of brands to have access to a wide range of organically produced content, which tends to drive higher brand engagement on TikTok. Brands would also be able to pick out the best content they can find, but may face a range of issues in doing so.
Although it seems like a good idea, brands may struggle to fully benefit from the program in full. Given the program is meant to attract users, as stated earlier, the incentives must be equally great. If the program exists but no one utilises it, it can potentially go on to become a wasted opportunity. Furthermore, brands would have to make sure they are able to choose the content they like, and may struggle to find appropriate material.
Creators may also find the programme demoralising; if they are constantly producing content but are not chosen for the program on offer, this could lead to them no longer attempting to engage with brands after being repeatedly disappointed. However, the following timeframe of testing by TikTok for this platform is crucial, so as to ensure all those who participate benefit.
Although the Branded Mission program feels fresh, unique, and just the right amount of attractive, how it acts in reality is yet to be seen. Given the range of brands and creators on the platform, there may still be a glimpse of hope TikTok can continue to survive in the long-run.
Finally, for our previous #SocialShort, click here.
