TikTok appears to be working on a new feature that allows users to create monetization campaigns with their favorite creators. Here’s a peek at TikTok’s ‘Work with Artists’ feature and how it works.
The new feature is called ‘Work with Artists’ and it was spotted by musician Jonah Manzano yesterday. The new initiative seems to be part of its ‘Creator Next’ monetization program, which is replacing the Creator Fund the social media platform established to attract creators to the platform in 2020. Here’s a peek at how the feature works.
It invites TikTokers to choose a paid music task they’re interested in creating unique content for. After creating the video with the song and posting it, the more successful the video is on the platform—the more the creator earns. Manzano tweeted a screenshot of how the artist campaign screen looks for a track called “Never Alone” by Garrett Kato & Elina. The campaign would run for five days and would award $120 to the person with the most likes on their videos featuring the song. Additional payouts for people in the top ten rankings.
The idea is pretty simple, artists and their labels can set a rewards budget to get TikTok creators interested in using their music in the platform. TikTok says it has nothing new to add about the feature, noting that it is “always testing new ways to give artists additional routes to build engagement and reach new audiences.”
The idea is no different than holding a contest and soliciting entries—but the whole world gets to judge. It will be interesting to see how the feature combats bot viewing, liking, and engaging with content when there is some sort of monetary reward to creating content with a specific track. Incentivizing posts will always attract bottom of the barrel engagement looking to leech pennies where it can.