On Monday, three of TikTok’s online celebrities announced a deal outside TikTok, giving creators another way to make money from their huge popularity on short video apps,media The Verge reported. Charli D’Amelio and Dixie D’Amelio (who are comparable to Will Smith among Tik Tok fans) announced a cosmetics series with Morphe, while Addison Rae, the second most-watched creator of TikTok, announced the launch of the Spotify exclusive podcast, which will be released by her co-host Mom.
TikTok largely doesn’t provide creators with a way to make money from their popularity on the app. Creators can get tips during the live stream, but live streaming is only a small part of TikTok. Getting millions of views of dance short videos doesn’t make creators anything, so they have to post sponsored videos, or — as we saw this week — go outside the platform to make a profit on their popularity.
Such deals are a new area for TikTok internet celebrities, but many YouTube creators and other network celebrities have taken these steps before. Morphe, in particular, is known for collaborating with YouTube creators. Morphe said at the time that last year’s partnership with Shane Dawson and Jeffree Star was expected to generate $35 million in sales. Spotify has also turned YouTubers’ shows into exclusive podcasts such as FaZe Banks and Keemstar’s Mom’s Basement.
Unlike YouTube, TikTok doesn’t give creators a share of ads running between videos they play. This is a big drawback for creators, which means they have to find sponsorshiptoes to make money. Rae released a video Tuesday about the American Apparel brand American Eagle collaboration; Dixie recently made a video for T-Mobile; and in recent months, Charli has also advertised for Aerie and the movie The High Note. According to Rolling Stone magazine’s conversations with digital marketers, Charli can charge as much as $40,000 for each sponsored post.
Charli, in particular, has made a big push off the platform before: earlier this year, she appeared in Sabra Hummus’ star-studded Super Bowl ad. Part of the ad was also posted to her TikTok account.