TikTok is adding a new way for creators to make money on the platform, with the short-form video platform announcing a new feature called Series that lets creators set up pay-per-views for their exclusive content, and those videos can be longer than regular videos.
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According to The Verge, the Series feature allows content creators to make collections of videos available for purchase, with up to 80 videos in each series, and individual videos can be up to 20 minutes long, a length that feels more akin to a YouTube vlog than a short video. Creators will be able to set the price of their videos, ranging from $1 to $190 (currently about RMB 1,319), which fans can purchase through links in the videos or on the creator’s profile page.
Currently, paid videos are only open to some creators, and applications will be open in the coming months. In the early days of the launch, TikTok will let creators keep all of their revenue, and it’s unknown what percentage the platform will take in subsequent years.
TikTok said the Series feature is designed to help creators provide more diverse and high-quality content and attract more loyal followers. The company sees a need to offer longer and deeper video formats as user demand for video content increases.
The Series feature is TikTok’s latest attempt to differentiate and grow in the highly competitive video market. Previously, the company has been gradually increasing the maximum video length to 10 minutes and plans to support 60-minute videos in the future. At the same time, TikTok is facing challenges from platforms like YouTube and Instagram, which are also rolling out new features and reward programs to attract and retain creators.
