Three of TikTok’s biggest stars just signed off-platform deals

Three of TikTok’s biggest stars announced deals outside of TikTok yesterday, giving the creators another way to make money off their immense popularity on the shortform video app.

Charli D’Amelio (TikTok’s most followed creator) and Dixie D’Amelio (who rivals Will Smith in TikTok followers) announced a makeup line in partnership with Morphe, and Addison Rae (TikTok’s second most followed creator) announced a Spotify-exclusive podcast that’ll be co-hosted by her mom.

TikTok largely doesn’t offer creators a way to make money from their popularity on the app. Creators can receive tips during live streams, but live-streaming is a very small part of TikTok. The short dance videos that receive millions of views don’t make creators anything, so they have to post sponsored videos or — as we’re seeing this week — head off-platform to monetize their popularity.

These kinds of deals are newer terrain for TikTok stars, but plenty of YouTube creators and other online influencers have taken these steps before. Morphe, in particular, is known for partnering with YouTube creators. A collaboration with Shane Dawson and Jeffree Star last year was expected to bring in $35 million in sales, Morphe said at the time. Spotify has also turned shows from YouTubers into exclusive podcasts, like Mom’s Basement from FaZe Banks and Keemstar.

Unlike YouTube, TikTok doesn’t give creators a cut of the ads that run between the videos it plays. That’s a big drawback for creators, and it means they have to look to sponsorships to make money. Rae posted a video about an American Eagle partnership today; Dixie did a recent video for T-Mobile; and Charli has posted ads for Aerie and the film The High Note in recent months. Charli could be charging as much as $40,000 per sponsored post, according to a Rolling Stone report that spoke with digital marketers.

Charli, in particular, has gone off-platform in big ways before: she appeared in a star-studded Super Bowl commercial earlier this year for Sabra Hummus. A portion of the ad was also posted to her TikTok account.

Related Articles

Google workers across the globe announce international union alliance to hold Alphabet accountable

Google workers across the world are coming together to form a global union alliance. The newly formed coalition, called Alpha Global, is...

ESPN Plus apologizes for “technical issue” during UFC pay-per-view event

ESPN Plus says it will issue partial refunds to customers who paid for a UFC pay-per-view event Saturday only to run into...

SpaceX launches record batch of satellites in first in-house rideshare mission

SpaceX launched a batch of 143 spacecraft to space from Florida on Sunday morning under the company’s new cost-cutting SmallSat Rideshare Program,...

LEAVE A REPLY

Please enter your comment!
Please enter your name here

Stay Connected

21,330FansLike
0FollowersFollow
0SubscribersSubscribe

Latest Articles

Google workers across the globe announce international union alliance to hold Alphabet accountable

Google workers across the world are coming together to form a global union alliance. The newly formed coalition, called Alpha Global, is...

ESPN Plus apologizes for “technical issue” during UFC pay-per-view event

ESPN Plus says it will issue partial refunds to customers who paid for a UFC pay-per-view event Saturday only to run into...

SpaceX launches record batch of satellites in first in-house rideshare mission

SpaceX launched a batch of 143 spacecraft to space from Florida on Sunday morning under the company’s new cost-cutting SmallSat Rideshare Program,...

Tesla sues former employee for allegedly stealing software

Tesla is suing a former employee for allegedly stealing company information, CNBC reported. The company says software engineer Alex Khatilov stole files...

Uber reportedly lays off 185 former Postmates workers

Uber has laid off about 185 Postmates workers, and plans to further integrate Postmates’ infrastructure within its Uber Eats segment, The New...