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Something similar to Instagram influencers, thanks to having a large community of followers, they earn money by recommending products or giving visibility to certain topics. The platform was considered to have the most entertaining ads — but more people complained that they were encountering too many of them on the app. As it tries to lure more paid ads, the company seems aware of the danger of breaking the social media flow.

A year after, it acquired rival company Musical.ly and released the merged version in 2018. Because of this, in certain situations, labels agree to do a ‘buyout blanket license” with streaming platforms. When this happens, the label grants access to a bundle of songs, with payment upfront to distribute it. TikTok tends to pay bi-annually depending on the music catalog size of the record label or artist. Issues with ad rejections and disapprovals are commonplace on TikTok right now.

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TikTok investing in publishers through the Creators Fund could incentivize the platform to provide that answer. However, one publisher’s experience with the Creative Learning Fund suggests that may not be the case. TikTok had told this publisher that the platform would check in regularly to talk about how the program was going and share metrics on the publisher’s performance. “That never really ended up happening,” said this publisher. There was a postmortem conversation after the seven-week program ended, but this publisher described it as “informal” and that the platform didn’t go in depth on the program’s results.