TikTok has undeniably become a massive platform, especially for teenagers, offering viewers a wide variety of video content that keeps users engaged for hours. For many, becoming an influencer on the app is a way to earn money. The rise of smaller influencers has become particularly prominent alongside more well-known influencers.
These small influencers frequently sell products on the platform and their authenticity and relatability are key in their increasing popularity. TikTok’s unique algorithm is especially beneficial for them, as it gives creators the chance to go viral without needing a massive following, unlike other platforms like Instagram or YouTube. The algorithm recommends content based on viewer engagement, not just follower count; thus, a video with only a few hundred followers can reach millions if it resonates with viewers. This is a stark contrast to other platforms like YouTube and Instagram, where they push out content from creators with a high following, which makes it difficult for small influencers to get views.
In addition to the algorithm, TikTok offers many options to make money which are very helpful to smaller creators who want to make an income. The Creator Fund compensates individuals according to their video performance, enabling many small influencers to profit from their content directly. Additionally, live stream gifts and brand partnerships are common income streams. A small influencer might collaborate with a brand to promote a product and earn commission based on engagement or sales. These options provide small influencers with more flexibility in terms of content creation and income.
Being a small influencer on TikTok can be both exciting and stressful. Many invest endless hours into making content, securing brand deals and keeping an engaged and growing audience. The unpredictability of social media platforms, with the potential for sudden changes or unexpected shutdowns, adds a layer of stress for small influencers.
The recent temporary ban on TikTok sent shockwaves through the community, creating widespread panic among viewers and influencers. But this event was especially impactful to smaller influencers. Unlike the larger creators, who have legal teams and PR agents to handle potential bans or platform changes, smaller influencers are less equipped to navigate such challenges and are often on their own. Many small influencers rely heavily on TikTok for brand deals and have built their personal brands and businesses on the platform. The temporary ban threatened to cut them off from their primary audience, which could have been devastating for their livelihood.
During the short ban, many influencers encouraged their audience to move to other social media platforms, like YouTube or Instagram, to stay connected. While this seemed like a smart move to keep their followers, it was not a reliable solution. Some followers did not enjoy their experience on other platforms, while others may not have an account in that app at all. Some followers may not have the other platform at all, which minimizes the influencers’ audience. Although switching platforms might engage some influencers’ audiences, it didn’t guarantee that all would switch.
The reality is that many small influencers are at high risk of TikTok’s decisions and policies. Their entire livelihood could be affected because of outside factors. While these smaller influencers depend highly on one platform, it is extremely risky to do so.
