TikTok is remarkable for the way it leads the race. It came up with the idea of short-form videos, which its rivals then followed. In fact, TikTok played a major role in making audiences habituated to swiping up on social media pages for hours and hours.
While facing the threat of a potential ban from the US on one side and the pressure to sustain its growth graph among others, TikTok has been launching many new features in recent months.
However, this is the first time TikTok is trying to get a feature from another social platform—YouTube’s long-form video format.
Of late, the platform has expanded its video length up to 10 minutes. Needless to say, Hilton leveraged the platform’s long-form video option and escalated its reach and follower numbers.
Now, TikTok comes with a paywall option for creators, just like YouTube.
We believe the new feature will only work for creators and very few brands.
For creators: Creators can use the series feature to monetize their own content and make money. It may lead them to depend less on brands for income.
For brands: Brands with a huge customer base and where an audience seeking value from brands is possible can make use of this feature. For instance, fitness brands can take this chance to educate audiences on healthy ways of eating, exercising, etc. with various collections of videos and generate revenue.
However, the new feature may not work for most of the brands.
Because most brands come to social media platforms with certain agendas like brand awareness, lead generation, etc., To achieve that, brands come up with a mix of funny, interesting, and value-filled video content.
While most of them are available for free, why would audiences pay brands for their content? And that this is not a regular subscription model where audiences pay for subscriptions and get access to all paywalled content on the platform.
Most importantly, the virality of the content is crucial for brands to attain their goal on a platform like TikTok. Which, in turn, is not applicable for paywalled content.
We believe the TikTok Series is a double-edged sword, and TikTok is only experimenting with it. We really do not see this feature being sustained for a longer period of time. Having said this, if this is able to meet the needs of creators and customers are willing to pay for access to the Series, this might become a regular feature. Yet, we really do not see a great fit for most brands, as it may hamper their efforts rather than benefiting them.