TikTok’s new Series feature gives creators a way to charge followers for long-form, exclusive videos, but the format could present challenges for the TikTok stars who rose to stardom through the viral nature of the platform. In fact, Series could stifle the powerful reach that fuels creators, according to TikTok creators and ad agencies.

Series, which launched earlier this month, will give creators a way to paywall some of their content. TikTok is plugging away at developing the platform, while its future remains uncertain as it potentially faces a ban in the U.S. if its Chinese owners don’t sell their stakes.

A Series collection can have as many as 80 videos, with clips running up to 20 minutes long. Creators will be able to set their video rates from $1 to $190. At the start, creators will get to keep all of their revenue, after processing and app store fees. 

But part of TikTok’s appeal is its reach and vitality, and paywalled content would stymie both, according to Ryan Detert, CEO of Influential.

“Some creators with highly engaged audiences will monetize significantly from this feature, but they also risk losing out on content going viral and the chance to continue to grow their audiences if used incorrectly,” he said.

That lack of reach is also a concern for brands, says Sarah Penny, content and research director at Influencer Intelligence, an influencer marketing data platform. She says clients aren’t diving into Series just yet. One reason is the lack of familiarity with the format, but brands are also waiting to see if creators embrace it. Brands have also been told to lean into the app’s more freewheeling tone (see Hilton’s successful 10-minute-long TikTok), but it’s unclear if creator audiences, or their own, would be willing to pay for longer content.

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“I think there will be branded partnerships that can achieve this, but they’ll have to be cleverly thought out and have benefits to viewers,” Penny said.

Ultimately, brands are waiting to see which creators have followers willing to subscribe.

TikTok and YouTube

After months of watching other platforms copy TikTok’s short form, vertical scroll format, TikTok is instead taking a page from YouTube. By adding a long-form, monetizable option, TikTok is hoping to be a one-stop-shop app for TikTok creators, and perhaps keep them from exploring other platforms like YouTube. TikTok Series videos could help creators build more loyal followings, which is one of the draws of YouTube, too. YouTubers cultivate committed audiences that tune in more often, for longer periods of time, whereas on TikTok fame can be fleeting. TikTok also has designs on connected TV, and Series could fit naturally in that environment.

TikTok creators have also long criticized TikTok’s creator fund, which they say isn’t big enough to accommodate the growing number of creators. In response, TikTok recently introduced a new version of the fund called the Creativity Program, which will only reward videos over a minute long from eligible creators.

The Series feature also comes at a time when creators aren’t seeing huge returns from YouTube Shorts, YouTube’s answer to TikTok. YouTube Shorts is still relatively new, and the revenue-sharing program only started in February, giving creators a 45% split of advertising dollars. But many are only seeing a few cents of returns on Shorts. If Series proves worthwhile, it could encourage some TikTokers to focus more on the app, and less on YouTube.

Read more: YouTube Shorts leaves creators with less money

Connecting with followers

Should Series prove to be lucrative enough for creators, there is a chance that they will rely less on brand partnerships for income, meaning they can be more selective about the brands they work with.

For the creator who goes by Nameless James on TikTok, Series presents a new way for him to build his consulting business, which aims to help brands and aspiring creators with their social media strategies. 

“It’s going to completely open the door for me and other creators to build a brand as an educator and coach,” James said. “People are willing to give away 90% of what they know for free on TikTok, YouTube or Instagram. But they are still finding ways to get followers to purchase that remaining 10% of insights through online courses, either by hiring them as coaches or consultants for their speciality. Series will be a way to educate individuals and brands from my perspective as a creator. If anything, it'll be easier to get them to purchase content within TikTok than to migrate off TikTok for the same purchase.” 

Some creators see Series as an opportunity to better connect with their most loyal followers. 

Musician and fitness creator Steven Spence plans to post paywalled workout routines, as well as give subscribers first listen to new songs, or songs that don’t make it onto albums.

“There is a perception that if people are paying for it, it has to be better, more polished content,” Spence said. “But for some people, better means more raw, real content.”

Spence adds that it’s difficult to get followers to cross over to different social channels. Series will also be a way to focus on his most engaged audience, where he has 2.8 million followers, rather than trying to expand into YouTube, where he has 53,000 subscribers.

But not all creators are sold on Series. Sara Hopkins, originally a Vine star who moved to Instagram and TikTok, doesn’t plan on trying the new format. 

“My content is sketches of relatable moments, and those snackable, short videos are the heart of the platform,” she said. “But they probably won’t do well behind a paywall. Users come to TikTok for the scroll, not a 20-minute thing.”