There was a lot of buzz around TikTok’s Creator Fund when it first launched back in 2020, but the hype has quickly died down. While many of the top creators in 2022 were TikTokers, it seems like the platform isn’t generating as much revenue for them as some of its competitors. TikTok creators aren’t getting paid enough However, some brands haven’t been too excited, citing the lack of opportunity to earn ad revenue on the platform.
All tik tok challenges professional#
TikTok is also trying to attract reputable media brands and publishers to the platform, hoping they’ll create some of that professional content that’ll bring in older demographics - like the massive late-night talk show channels have for YouTube. Unlike the lo-fi content that made the platform famous, this kind of content is meant to replicate the slick production value you’d typically see on YouTube. First, a push towards what TikTok is calling PGC - or professionally-generated content - internally. What is TikTok doing about it?Ī few things, but there are two big ones to keep in mind. That means TikTok is losing out on advertising dollars that could be targeted at those demographics.
In that same poll from 2021, over 80% of adults across all demographics - except those aged 65 and above - said they use YouTube. So why is this a problem? Well, it means TikTok is way behind some of its competitors in some demographics. 4% of adults aged 65 and above use TikTok.Īnd in a more recent survey, Pew Research found that 67% of American teens use the platform.It’s no surprise to anyone that TikTok’s demographic skews young, but did you know by just how much? According to a Pew Research Center poll from 2021, there’s a huge gap between TikTok’s biggest demographic and older social media users: With the novelty fading and copycat products gaining steam, TikTok needs a second act.Ī few ideas on what might come next 👇 /GMQ09yuHdg- Justine Moore JanuTikTok still struggles to capture older users
MAUs have plateaued and downloads are declining.
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