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Back in 2022, Forbes published a list of the seven highest paid TikTok bloggers. These young guys and girls, who were under 25 years old, received from $4 to $18 million a year. At the same time, the average American earned only about $53,000. These figures emphasize the scale of earnings in blogging, where incomes often exceed even the salaries of top managers and IT specialists. For a long time, TikTok seemed like a “gold mine”: shoot content, collect millions of views, and monetize your traffic through affiliate programs.
But now everything has changed. Most bloggers on TikTok barely earn $15,000 a year, and the market is becoming increasingly saturated. Every year, the number of authors on the platform grows by 10-20%, which makes the competition even more intense. What’s next for influencers? And how can companies use this situation to their advantage, for example, to promote their products through available advertising integrations?
In the photo: hairstylist Chriss Collins, who became popular during the pandemic and earned $4.75 million in 2021.
TikTok began to grow rapidly in 2018 when it entered international markets. The real breakthrough came in 2019 with the launch of the TikTok Creator Fund program, which began paying money to popular creators. This was a strategic move, as the platform realized that bloggers were its main engine.
Before that, bloggers earned money through advertising integrations, sponsored posts, and ambassador agreements. But after the arrival of millions of users, they began to cooperate with giants like Amazon or Louis Vuitton, receiving $100,000 for integration. The first stars of the platform, such as Charlie D’Amelio and Addison Ray, multiplied their wealth through advertising, merchandise sales, and partnerships.
TikTok has also become a great springboard to other platforms, such as YouTube or Instagram. Thus, bloggers turned TikTok into a profession, earning up to $14 million a year. But the idyll did not last long. At some point, support for the platform decreased, and the bubble burst.
TikTok bloggers are losing income. Almost half of American creators earn less than $15,000 a year. The main reasons:
Despite the difficulties, TikTok is not giving up. In 2023, the Creator Rewards program appeared, offering better conditions for monetization: up to $8 per 1000 views. However, these payments are available only for creators from certain countries and with a minimum audience.
Some authors are experimenting by moving to longer video formats that have not yet gained popularity. Others create unique projects or sell paid access to exclusive content.
Influencers with smaller audiences may become attractive to brands due to a decrease in their income. This is a good opportunity to order affordable advertising integrations.
TikTok remains an ideal tool for traffic arbitrage. The platform has a monthly audience of 1.6 billion users, of which 72% discover new products here. Moreover, more than 32% of users are ready to buy products on TikTok due to its entertainment format.
Macro-influencers are currently experiencing a decline in income, so they have become more accessible for advertising. Integrations with mid-level bloggers who create trending content can be very profitable.
Where to find bloggers?
Another option is TikTok Ads. Although this tool requires a testing budget, it offers flexible settings for promoting products.
Making money on TikTok has become more difficult, but it opens up new opportunities for traffic arbitrage. By using bloggers with an average audience, you can attract high-quality traffic at a reasonable cost. The main thing is to choose influencers carefully and take into account current changes in the market.