TikTok money calculators help influencers estimate their potential earnings based on factors like engagement, views, and follower count.
But how do TikTokers accurately gauge their earning potential? And more importantly, how much can they realistically make?
Understanding the various revenue streams, such as sponsorships, brand deals, and the Creator Fund, reveals how TikTok has become a lucrative platform for many creators.
What is TikTok?
Unless you have been living under a rock for the past few years, you are likely aware that TikTok is the hottest app on social media. Launched by ByteDance in 2017, TikTok is a dynamic platform that allows creators to produce and share short-form videos, typically ranging from 15 to 60 seconds.
Initially popular for lip-syncing and dance challenges, the app has evolved into a hub for diverse content, including comedy skits, educational videos, tutorials, and even social activism. TikTok’s algorithm-driven feed curates content tailored to users’ interests, making it highly engaging and addictive. With its global reach and ability to rapidly amplify trends, TikTok has revolutionized digital culture, becoming a major platform for both creators and brands alike.
The platform has experienced a massive surge in popularity in recent years and has quickly become a social media giant. As of early 2024, the platform boasts over 1.5 billion monthly active users globally, with 170 million users in the U.S. alone. In the first quarter of 2024, TikTok was downloaded 137 million times, making it one of the most popular and engaging apps in the world.
TikTok remains highly popular with younger demographics, with 68.8% of its user base between the ages of 18 and 34. Gen Z users, aged 18 to 24 and a highly profitable audience that tends to offer high engagement on content across social media, makeupmake up 34.8% of the audience, while 34% are aged 25 to 34. This younger demographic is key to the platform’s success, driving trends and cultural shifts through viral challenges and creative content
How much do TikTokers make?
This question is multi-faceted, so there is no cut and dry answer.
TikTok’s top stars are commanding substantial fees for their services. For example, Charli D’Amelio remains one of the platform’s top earners, making an estimated $105,770 per sponsored post and pulling in $17.5 million annually from various partnerships and endorsements. Similarly, influencers like Addison Rae and Khaby Lame are also commanding millions through a mix of TikTok content and external ventures. While those may sound like astronomical figures to some, they’re not necessarily unprecedented. Mainstream celebrities like Will Smith, who boasts over 75.1 million TikTok followers, are making an estimated $118K per video.
According to information from Glewee, here’s what each of the ten most popular creators on the platform are earning for each post:
Data from our own recent blog post provides examples of typical earnings across different influencer tiers:
- Nano Influencers: These are creators with smaller, niche followings but highly engaged audiences. For instance, a nano influencer who reviews local gourmet food could earn around $150 per video for showcasing a new restaurant. Their localized focus makes them valuable for small businesses seeking targeted exposure.
- Micro Influencers: With a larger, more dedicated following, micro influencers are often experts in specific niches. For example, a micro influencer known for DIY home decor might charge around $500 per video to promote an eco-friendly paint line. Brands value their authenticity and deep audience connection, making them ideal for product promotions.
- Macro Influencers: These creators have a broader reach and are typically seen as industry authorities. A macro influencer in the fitness space, for instance, might earn anywhere from $3,000-$7000 per video for participating in a branded fitness challenge. Their large audience makes them prime candidates for big brand sponsorships.
- Mega Influencers: Well-known figures with massive followings, celebrity influencers can command much higher fees. A celebrity influencer known for comedic content might charge $20,000 or more to integrate a brand into one of their skits. Their visibility and influence across social platforms ensure that brands can reach millions of viewers.
Find out more about influencer tiers here: From Micro To Macro: Get To Know Your Influencer Tiers.
How the TikTok Creator Marketplace Drives Brand-Influencer Collaborations
TikTok has introduced several tools to help creators and brands collaborate effectively. TikTok Creator Marketplace is the official platform for brand collaborations, offering access to over 800,000 qualified creators globally. This marketplace allows brands to filter creators by follower count, engagement rates, location, and niche, making it easier to find creators that align with their campaign goals.
Additionally, TikTok’s Shoppable Videos feature lets creators add clickable links directly to their content, driving in-app purchases and creating a seamless shopping experience for users. This has become a key driver in the booming social commerce sector, which saw a 34.4% increase in sales in 2023 alone, reaching $53.1 billion in revenue. As a result, TikTok has transformed from a content-sharing app to a powerful e-commerce platform, providing brands with unprecedented opportunities for engagement and conversion.
What determines potential TikTok earnings?
The financial success of TikTok influencers is shaped by a variety of factors. From content creation strategies to platform-specific tools, influencers have multiple ways to monetize their presence. Let’s dive into how TikTokers make money and explore the key methods and opportunities that determine their earning potential.
Ability to cash in on a key demographic
As noted earlier in this article, TikTok’s user base is predominantly Gen Z, a generation deeply connected to smartphones and social media from an early age. This demographic accounts for a significant portion of TikTok’s user activity, and their high levels of engagement make them a profitable target for marketers and creators alike. Gen Z’s strong influence on trends helps drive the platform’s viral nature, making it essential for creators to align their content with this audience’s preferences.
There are still many legacy factors that directly affect a creator’s earnings, such as follower count, engagement rates, and niche. But fear not, as TikTok has introduced several tools to boost potential earnings. Features such as TikTok LIVE gifting allows users to “tip” creators during live streams in the form of virtual gifts. These gifts can then be converted into cash and deposited into a creator’s bank account. Creators must meet certain requirements—such as having at least 1,000 followers and meeting content standards—to qualify for this feature. Once creators have accumulated a minimum of $100, they can begin withdrawing their funds. Gift values can vary, with 200 diamonds equating to $1.
TikTok’s Gen Z user base presents a lucrative opportunity for brands and creators alike, especially given their influence on trends and high engagement rates. With the bevy of tools at their disposal on the platform, creators have a multitude of ways they can monetize their content. Those who focus on creating content that resonates with this key demographic stand to maximize their earnings and lay the foundation for a long lasting career on the world’s most popular social platform.
The potential of going viral
TikTok remains a powerhouse of viral potential, and its unique algorithm gives every creator the chance to be seen, regardless of their follower count. While some users casually post for fun, most are chasing that moment of viral fame. Going viral can be a game-changer—it boosts visibility, opens doors to brand deals, and significantly increases earning potential.
Challenges are a huge part of what makes TikTok tick. Think of viral moments like the Barbie Trend or creative fitness challenges—they encourage users worldwide to join in with their own versions, making trends spread like wildfire. Whether it’s light-hearted fun or something more meaningful, these trends offer brands a unique way to connect with an active, engaged audience.
Going viral isn’t just about popularity—it’s about opportunity. Creators who understand and ride these trends can see their engagement skyrocket, attracting the attention of brands looking to tap into that influence. The more a creator’s content hits the mark with trending challenges, the more doors open for brand partnerships and monetization.
Check out The Viral Edit for the latest social media trends and platform updates, updated weekly.
High user engagement
TikTok’s format—endless vertical scrolling with short, engaging videos—has turned it into a platform where users are glued to their screens. For creators, this means one thing: the more they can spark interactions, whether it’s through likes, shares, or comments, the better. TikTok’s algorithm rewards these interactions by promoting content to a broader audience, pushing videos to the “For You” page, where virality is just a scroll away.
But high engagement is more than just a popularity boost—it can directly impact a creator’s earning potential. Brands are looking for creators with highly engaged followers because an active, loyal audience translates into better results for their marketing campaigns. The more engaged a creator’s audience is, the more appealing they are to brands looking to tap into their influence. And it’s not just about large follower counts—brands want to see real engagement. This can lead to sponsorships, collaborations, and lucrative partnerships that make a real impact on a creator’s bottom line.
In addition to brand deals, TikTok itself rewards engagement. When creators have consistent interaction with their audience, their content is more likely to gain exposure, which leads to even more growth. Features like LIVE streams add another layer to this, allowing creators to directly connect with their followers in real time. As engagement grows, so do the opportunities for creators to monetize their content and build meaningful relationships with their audience. The more creators can engage their community, the more potential they have to turn those interactions into income
Looking Forward: TikTok Earnings in 2024 and Beyond
TikTok isn’t just a platform for creativity; it’s a space where creators can truly turn their passion into income. With tools like the Creator Marketplace and Shoppable Videos, creators have more opportunities than ever to connect with brands, drive engagement, and make money. Whether you’re looking to go viral or simply build a loyal following, understanding how to tap into TikTok’s evolving features is essential for success. The platform’s fast-paced environment, fueled by trends and a highly engaged audience, offers creators endless potential to expand their reach and boost their earnings.
However, making money on TikTok is about more than just chasing numbers. It’s about building genuine connections with your audience and being adaptable. Staying ahead of trends, creating engaging content, and exploring different ways to monetize your platform—whether through brand deals or e-commerce—are key to long-term success. By focusing on authentic engagement and creativity, creators can maximize their potential on TikTok, ensuring that they’re not just riding the wave of virality but turning it into a sustainable, rewarding career.
TikTok isn’t merely a social app for creativity – it’s a place where creators can transform their passion into a career. Tools like Creator Marketplace and Shoppable Videos provide creators with ample opportunities to connect with brands, produce engagement, and generate revenue. It doesn’t matter whether you’re slowly building a following or looking to be the next viral sensation, understanding TikTok’s ever-evolving features are the key to success on the platform.
But making money on TikTok is about more than chasing metrics like views, likes, and comments. It’s about building genuine connections with your audience and adapting to changes. Regardless of how much the platform evolves, focusing on authentic engagement and creativity will likely always be the formula for success.
