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Despite only launching internationally in 2017, TikTok (together with its Chinese-market counterpart, Douyin) was the seventh most-downloaded app of the 2010s. For entrepreneurs and marketers, that’s a lot of marketing potential.
If you’re looking to leverage TikTok’s massive user base in building your audience, here’s a look at the strategies of the social media platform’s top creators and marketers.
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Es with powerful tools to help you tell your brand story and create TikTok in-feed ads in minutes. Make sales on TikTok and manage all your orders, returns, and payments from .
Deciding how to monetize TikTok users becomes easier once you’ve gained a deeper understanding of your target audience. There’s no single approach to monetization, but the highest earners usually maintain a number of complementary income streams. From sponsored content to organic marketing, the opportunities with TikTok are virtually endless.
Revenue from the Creator Fund can vary from user to user, and is calculated based on factors like the size of your audience, the quality of your user engagement, and the frequency of your TikTok posts.
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The Creator Fund is a great idea if you’ve already established a following, but it can be very exclusive, and steady payment is not always guaranteed.
If you’re just starting out, there are a lot of other ways to monetize your account. And even if you’ve joined the Creator Fund, it’s still a good idea to have additional streams of revenue.
Selling your own products on TikTok is great for monetizing nearly any type of content. Any creator—whether they’re a dancer, singer, or comedian—can make and sell merch to their most loyal fans.
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And with a wide variety of print-on-demand companies, there’s a ton of merchandise to choose from. You might sell t-shirts, tote bags, pillow cases, hats, coffee mugs, stickers, notebooks—or any combination of products.
Selling print-on-demand products even has benefits beyond revenue. Owning branded merch gives your fans a more personal connection to your work, and every follower that wears your merch spreads the word about your business.
Clothing brand Unxpectd was originally conceived as a school project by six high school seniors. But when the group took to TikTok to promote the clothing they were hand-crafting in their parents’ basements, their lives changed forever.
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Unxpectd’s TikTok account had its first viral hit in December 2020, and in just a few months, the size of its following skyrocketed. Since graduating, the team has relocated to Los Angeles, where they still dye and embroider their own products—when they’re not creating fresh TikTok content.
What works with Unxpectd’s TikTok account is that it’s rarely used to directly promote its products. Instead, Unxpectd invites followers to get to know the brand’s founders on a more personal level, bringing them along for its brand-building journey.
Most social networks have a livestreaming feature, but what makes TikTok unique is that it allows followers to show their appreciation in real time by sending virtual gifts, which can be redeemed for payment.
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Engaging with users in real time is great for building valuable relationships with your fans. Audiences that have a strong connection to a creator tend to develop a personal stake in their success, which means going live can help to boost other monetization streams as well.
Founded by teenage brothers Eli and Spencer Zied, Habits 365 is a New York–based apparel company centered around the mantra that success is built by nurturing positive habits—with the brand’s optimistic young founders acting as the perfect ambassadors of this philosophy.
The success of Habits 365 lies in its founders’ willingness to let users get to know them personally. They make frequent use of TikTok’s live feature, often posting short videos of themselves working on their brand late into the night, which has helped them become one of the most popular TikTok accounts in the world.
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The Creator Marketplace helps connect the right brands to the right influencers, facilitating partnerships in a way that’s fast and easy for both parties. TikTok makes it incredibly easy to create valuable sponsored content.
Brands looking to run an affiliate marketing campaign can browse the marketplace and quickly shuffle through content made by creators they can be sure are open to collaborations with brands.
The creator marketplace acts as an influencer agency, letting both sides indicate their willingness to work with one another, relieving some of the awkwardness of approaching influencers that marketers might experience with influencer marketing on other platforms.
If you're looking for an easy way to find brands to partner with, generate affiliate links, and manage your brand partnerships all in one place, try Collabs.
Collabs makes it easy to find brands that match your vibe, build affiliate relationships, get paid for what you sell, and track everything in one place.
Like so many great businesses, skin care brand Peace Out was created when its founder encountered a problem that didn’t have a solution—until he created one.
After struggling with acne and hyperpigmentation, among other skin issues, Enrico Frezza started researching the skin care product development process and building his own brand of skin care products.
Wanna hear more about how Peace Out partners with TikTok influencers to grow its brand? Check out our interview with founder Enrico Frezza on the Masters podcast.
TikTok has a ton of great organic marketing opportunities, but if you’re willing to spend a little to expand the reach of your content, you might consider creating your own in-feed ads with the TikTok ads manager.
TikTok ads appear in users’ “For you” feeds and auto-play like any other TikTok video. With paid ads, you can make sure your videos are reaching audiences that are most interested in your products.
But the best part? TikTok’s ad manager seamlessly integrates with . That means you can create TikTok ads, select a target audience, and track your ad’s performance—all from your store. TikTok really can be one of the best online marketing tools at your disposal.
Luxe Collective is a Liverpool-based luxury fashion outlet offering up-to-date, pre-worn luxury goods for a fraction of the price you’d find at other retailers. It was on Instagram, not TikTok, where Luxe Collective originally saw huge success growing its social media audience.
Over the last several years, Luxe Collective has fostered a huge TikTok following, seeing it grow to nearly triple the brand’s number of followers on Instagram.
Luxe Collective’s TikTok account is full of fashion tips, tutorials, and the latest news about all the biggest luxury fashion brands. Allowing the character of its audience to dictate its content, Luxe creates a social media account that doubles as a news source for the exact audience that would be interested in purchasing its products.
Crowdfunding is one of the most accessible money-making avenues for creators. You put a lot of time and effort into creating content for your fans, so offering an easy, no-pressure way for them to give back is great for securing a regular income stream.
Crowdfunding can take many forms, depending on what type of funding you’re looking for. If you’re looking for startup funds for a specific project, you could rally your followers by setting up a funding goal and hosting live fundraising events.
If you don’t have a specific project in mind, or aren’t ready to offer equity to investors, crowdfunding platforms might not be the ideal avenue to take. For a fast and easy way to accept donations, consider using a tipping platform.
Tipping platforms are a more personal finance option. They work just like a real life tip jar. The option is available to fans, but not mandatory, and they can donate any amount they like at any time they want.
Crowdfunding works for big projects, and tipping is the simplest way to collect funds quickly. But what if you’re looking to secure a more regular passive income stream? In that case, you might consider using a creator-based subscription platform, like Patreon.
Subscription-based models of income work great for content creators, because you can keep individual subscription costs low and focus on growing your number of subscribers.
A low-cost subscription of, say, one dollar a month is an easy sell to a single dedicated fan. If you have a lot of dedicated fans, those dollars start to add up.
Patreon was the first large platform built to let creators and influencers generate revenue through paid memberships from their most loyal fans. On Patreon, you can set up membership tiers that allow you to offer exclusive content to your biggest supporters.
Alternatives exist (most notably Ko-fi, which also includes a tipping feature), but Patreon has the added benefit of brand awareness, which adds a level of trust from prospective supporters.
If you’re thinking a subscription service might be the best way of monetizing your TikTok account, here are some best practices to keep in mind:
Each of these users made over a million dollars in 12 months—but how did they do it? Let’s go over some ways the top-earning users make money on TikTok.
Offer funding for creators in the form of the TikTok Creator Fund (more on that above). Still, payment varies based on factors
