One of TikTok Lite’s features has sparked some noise among European regulators: the rewards programme. The app encourages users to engage more by offering points for activities such as watching videos and liking content. These points can be exchanged for items like Amazon vouchers or TikTok’s own currency. But the European Commission found possible risks.
Thierry Breton, the Commissioner for the Internal Market in the EU, compared the app’s potential addictiveness to that of light cigarettes. “We suspect TikTok ‘Lite’ could be as toxic and addictive as cigarettes ‘light,'” Breton remarked. The Commission has demanded that TikTok submit a detailed risk assessment and justify the safety of its rewards programme.
How Is The European Commission Responding?
The European Commission has launched formal proceedings against TikTok under the Digital Services Act, abbreviated as DSA. This action checks whether TikTok properly assessed the risks related to its new “Task and Reward” programme before launch. Key concerns include the programme’s appeal to children and its potential to cause harm, such as addiction and mental health issues.
The Commission has requested that TikTok provide a risk assessment that was originally due before the app’s launch. TikTok faces potential fines and the suspension of the rewards programme if it fails to comply. “Unless TikTok provides compelling proof of safety, we stand ready to trigger DSA interim measures, including the suspension of the TikTok Lite ‘reward programme,'” said Breton.
More On The TikTok Rewards Programme
Users earn points in TikTok Lite by engaging with the platform in multiple ways:
Watching Videos: watching videos for up to 85 minutes everyday.
Liking Posts: engaging with content by liking posts.
Daily Logins: each time a user logs into the app everyday.
Inviting Friends: inviting friends to join TikTok through the app.
What Rewards Are Available?
The points accumulated through these activities can be converted into various rewards:
- Amazon Vouchers, from exchanging points.
- Gift Cards, depending on the country.
- TikTok Coins
Will The Ban Affect Creators?
The ban will not have a direct impact on creators. The only disadvantage would be that less people might go onto the app without rewards. This doesn’t mean that there will be a drastic change when it comes to the amount of users, because the rewards programme wasn’t really well-known and was restricted to a handful of countries.
As far as creator earnings go, there are a few ways creators monetise on TikTok:
1. Creator Fund
2. Sponsored Content
3. LIVE Monetisation
4. TikTok Shop and Merchandise Sales
5. TikTok Creator Marketplace
6. Affiliate Marketing
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How Much Do Creators Make?
The different monetisation opportunities have made it possible for creators to create careers from TikTok.
The typical yearly income for TikTok influencers stands at around £97,923, as reported by NeoReach’s 2023 Creator Earnings and Insights Industry Report. However, this average is skewed by high earners and doesn’t accurately represent most creators’ earnings. In reality, the majority earn between £12,063 and £20,105 a year, with 48% making less than £12,063.
Top 5 Highest Earning TikTok Influencers, according to NeoReach:
1. Charli D’Amelio
Estimated Earnings: $17.5 million (£14.7 million)
Followers: 151.9 million
2. Dixie D’Amelio
Estimated Earnings: $10 million (£8.04 million)
Followers: 56.5 million
3. Addison Rae
Estimated Earnings: $8.5 million (£6.8 million)
Followers: 88.6 million
4. Khaby Lame
Estimated Earnings: $5 million (£4.02 million)
Followers: 161.5 million
5. Bella Poarch
Estimated Earnings: $5 million (£4.02 million)
Followers: 93.8 million
Top 5 Most Viewed TikTok Creators, according to SocialBlade:
1.Khabane Lame
Followers: 161.8 million
Most Viewed for Parody Skits
2. Charli D’Amelio
Followers: 151.6 million
Known for Dance Videos
3. Bella Poarch
Followers: 93.6 million
Famous for Lip-Syncing
4. MrBeast (Jimmy Donaldson)
Followers: 91.4 million
Popular for Challenge Videos
5. Addison Rae
Followers: 88.7 million
Viral for Dance and Lifestyle Content
