TikTok expands subscription feature to support non-live creators

Initially designed for creators hosting live streams, the feature is now being rolled out to eligible users in select regions, with plans to extend it to additional markets soon.

“TikTok is fueled by the creativity of our creators, who have fostered close-knit communities through their content,” a statement reads. “On TikTok, every niche, interest, and passion is celebrated. With a creator community as diverse as their interests and aspirations, we continually explore new ways to support their growth by offering a range of monetisation opportunities.”

Through the Subscription model, creators can offer exclusive content, perks, and community engagement for a monthly fee. The tool allows them to customise their packages across three tiers, offering benefits like private communication channels, exclusive videos, and personalised community identifiers, such as badges and stickers.

The Subscription feature offers creators several valuable benefits to enhance their engagement with subscribers, including privileged access to private communication channels like Sub Space, chats, comments, and messages for direct interaction. Subscribers also receive exclusive content, such as special videos, live streams, and notes visible only to them.

Community identifiers, including unique stickers for live sessions and evolving badges next to subscriber names, help reinforce the creator’s distinct community identity. Additionally, creators can offer customised perks, ranging from ready-made options provided by TikTok  – such as performance requests and Discord roles  –  to tailored rewards specifically designed to meet the needs of their unique audience.

To be eligible for subscription, creators must be 18 or older, have at least 10 000 followers, 100 000 video views in the past month, or meet specific LIVE eligibility criteria.

This initiative expands TikTok's array of monetisation tools, with the company noting that “creators can navigate to the Monetisation module in TikTok Studio for an overview of all offerings, personalised recommendations, and detailed revenue analysis to identify new and relevant growth opportunities.”

For additional support, creators may visit the Creator Academy for educational resources.

It also follows TikTok’s announcement in August that it was reinforcing its African operations by promoting Toyin Mustapha to head of music partnerships for the UK and Ireland, as well as sub-Saharan Africa. Nichal Sethi now oversees the company’s SoundOn distribution service for Europe, the Middle East, and Africa following its expansions into Nigeria, South Africa, and Egypt.