The evolution of the creator economy has certainly been one of the buzz topics this year. If there is one thing we know for certain, the entire industry is moving toward multiplatform content and distribution. This year’s rising stars have truly shown themselves to be YouTube, podcasting platforms and, of course, TikTok.
With 94 million active monthly users in the U.S. and 30.8 Million Daily Active Users worldwide via iOS, the platform’s usage grew 8.4% in 2022 and its momentum is predicted to continue next year. While YouTube user consumption continues to remain strong and podcast listenership in the U.S. continues to grow at an impressive clip, TikTok’s user growth and unique offering make its platform very complementary with the others.
These three platforms – TikTok, YouTube and podcasting – are such different mediums and perhaps this is their strength as we move towards a future where users search for different content in different digital mediums. In a way, it makes sense. In the 20th century people physically attended the cinema for big budget movies, their living rooms for shorter form television content and the theatre for a sense of community comedy and drama. This behaviour has taken a digital shift and different platforms offer the ability for users to consume different desired content forms. All three of these platforms provide unique creative canvases that are perfect for creators to really connect with their audiences in different yet meaningful ways.
A multi-platform future provides benefits to creators as well as users. Expanding creators’ footprints to other platforms allows them to showcase their creativity in new ways and reach incremental audiences. So it is no surprise that some of the biggest podcasters have decided to expand to TikTok and YouTube and give their existing audience a new and unvarnished look at their day-to-day lives.
On TikTok specifically, Sean Hayes is one of the cohosts of “SmartLess” that has racked up over 125 episodes, as well as on “HypochondriActor” with over 80 episodes. “SmartLess,” that he hosts with Jason Bateman and Will Arnett, is considered one of the top podcasts on the market today. Sean decided to use TikTok to branch out into social media and give his audience real access to his personal life.
In addition to both native podcasters and TikTokers using YouTube to expand their sphere of influencer and digital footprint, we have also seen a number of podcasts about succeeding at being a TikTok influencer. As any successful creator knows, it ain’t easy. Becoming a successful TikTok creator takes persistent effort, staying on top of the unpredictable algorithm and team work with other creators. That is why so many aspiring TikTokers turn to these type of podcasts to grow their audience and revenue.
For creators, each platform can aid the other if used well. TikTok can act as a BTS platform and marketing ‘highlights’ showreel for a YouTube and Spotify based visual and audio podcast, for example. If influencer marketing has taught us nothing in the last decade, momentum counts, and both podcasting and TikTok have momentum in spades.