TikTok is testing support for paid subscriptions, the company confirmed to TechCrunch on Thursday. As first reported by The Information, the popular short-form video app is exploring the option for creators to charge subscriptions for their content. The feature is part of a limited test for the time being and is not broadly available. TikTok declined to elaborate on the feature or share additional details.
“We’re always thinking about new ways to bring value to our community and enrich the TikTok experience,” a TikTok spokesperson told TechCrunch in an email, when reached for comment.
It's unclear how the paid subscription model will be implemented in the app. For context, TikTok's popular algorithmic "For You" page surfaces videos from creators that users don't follow. If a creator chooses to charge a subscription for their content, it's likely that their videos won't appear on users' For You pages. However, it's also possible that the subscription will apply to additional content that's exclusive to paid users, as opposed to being applied to the entirety of a creator's account.
News of the test comes a day after Instagram launched subscriptions in the U.S. The feature is now in early testing with a small group of creators who are able to offer their followers paid access to exclusive Instagram Live videos and Stories. Creators can choose their own price point for access to their exclusive content. Paid subscribers will be marked with a special badge, differentiating them from unpaid users in the sea of comments.
TikTok's paid subscriptions test follows recent confirmation that it's testing an in-app tipping feature on its platform that allows creators to accept money from fans outside of TikTok LIVE streams, where gifting is already supported. Creators who are part of the limited test can apply for the feature if they have at least 100,000 followers and are in good standing. Those who have been approved are given a Tips button on their profiles, which their followers are able to use to send them direct payments.
The company's newest test is its latest push toward monetization and helping creators earn a living through its platform. Last year, the company introduced a $200 million fund aimed at helping creators in the U.S. supplement their earnings. TikTok also helps creators sign brand partnerships and sponsorship deals and also provides monetization for livestreams. Considering TikTok’s focus on monetization efforts, it’s no surprise that the company is experimenting with a way for creators to offer paid subscriptions for their content.
TikTok and Instagram's tests follow Twitter's launch of "Super Follows," a paid subscription offering that launched in September 2021. The feature allows users to subscribe to accounts they like for a monthly subscription fee in exchange for exclusive content. Eligible accounts can set the price for Super Follow subscriptions, with the option of charging $2.99, $4.99 or $9.99 per month. Similar to Instagram's model, subscribers are marked with a special Super Follower badge, differentiating them from unpaid followers.
TikTok, Instagram and Twitter's paid subscription offerings outline the companies' efforts to court creator communities. The offerings are also a way for the companies to compete with each other, along with other digital platforms such as YouTube, which offers lucrative ways for creators to make money.