TikTok is simplifying the process for content creators to earn money on its shopping platform, a strategy that may counter a US law requiring Chinese parent ByteDance Ltd. to sell the video app by January or face a ban.
TikTok hasn’t officially announced the change, but users recently observed that the threshold to join its affiliates program dropped from 5,000 followers to 1,000. Affiliates can post videos promoting products sold on TikTokShop and earn commissions from the sales they generate.
Supporters of the divest-or-ban law argue that ByteDance’s ties to China endanger the data of 170 million US users. The company has sued the US, claiming that a ban would infringe on its free-speech rights. Earlier this month, a group of TikTok creators filed a similar lawsuit.
By enabling more content creators to make money, TikTok aims to shift the narrative towards the idea that big government is stifling small businesses. The company declined to comment.
Affiliate program of TikTok attracts “micro influencers” with low follower threshold, says TikSage co-founder
Most TikTok users can easily reach 1,000 followers, thus opening the affiliate program to more “micro-influencers” willing to create videos solely for commissions, said Mindy Yang, co-founder of TikSage, a consulting firm that assists brands in marketing and selling products on TikTok Shop.
Creators with 5,000 or more followers often expect direct payments from brands in addition to commissions, she noted.
“It’s a numbers game,” Yang said. “Brands want to collaborate with as many creators as possible to increase the chances of their products going viral, which is easier when only paying commissions.”