8 Comments

One must be careful when incentivizing content.

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It's wild to me that this hasn't been done sooner and while I think this is a decent first step, the long term play is to give creators more overall stake in the platform since a platform's success is already a function of how invested content creators are. This could include a larger share of the profits but also extend to influencing the roadmap of the platform, the guidelines and moderation of the platform and many other concerns that are already top of mind for career minded creators.

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Ads not being tailored to the content they are next to would lead me to believe that TikTok has to sell all their ads for around the same price (assumption). I’d think this would hurt TikTok in the long run since they can’t price discriminate to specific ad buyers, thus making their supply/demand curves inefficient (leaving money on the table). Thanks for the thought-provoking notes, Hank!

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They can still buy and sell the individual viewer, it's just not directly tied to the content. There are definitely viewers who are more and less valuable on the platform.

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Also, if I understood, the creator would still get the same money per view, it's just that the tiktok pot would get more money per view. Maybe.

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Thoughtful!

A further question: have you researched creators’ claims that joining the fund affects their algorithm placement? (i.e. views start to trend down)

May be baseless, but I’ve read complaints that have me curious.

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This definitely isn't a thing. TikTok did a study to prove it wasn't a thing, and my views are higher than ever.

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Copy that. Thank you!

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