TikTok’s Era of Rapid Growth for Creators Might Be at An End

TikTok made a name for itself by offering creators the chance to experience mind boggling growth practically overnight. This led to it being dubbed the “million follower factory”, but in spite of the fact that this is the case, many creators on the platform have been complaining that this rate of growth is just no longer obtainable. Recent months are suggesting that TikTok’s reign as the king platforms for creators might be at an end.

For example, the number of TikTok videos that attained over ten million views has been declining. At the start of 2022, nearly 9,000 videos were created each week that racked up an excess of 10 million views. With all of that having been said and now out of the way, it is important to note that this number has plummeted to around a thousand videos that cross this threshold in a weekly basis.

One thing that might be contributing to this is the influx of new content that makes it harder to go viral than might have been the case otherwise. However, even if we solely focus on smaller creators who are looking to cross 100,000 views per video, the decline is hard to deny.

TikTok now has a whopping 1.6 billion users from around the world, which made the initial Golden Era of Content difficult to sustain with all things having been considered and taken into account. More creators are vying for the same number of viewers, and this is leading to increased difficulties being experienced by influencers who are trying to get ahead.

These numbers might spell trouble for TikTok because of the fact that this is the sort of thing that could potentially end up putting its status as the premier platform for creators at risk. The Chinese app has relied on the attractive proposition it offers to creators to fuel its rapid growth, and it will be interesting to see how the platform adjusts to the new normal. Some are suggesting that these may just be statistical outliers, so more data is needed before any firm conclusions can be reached.

H/T: AdWeek

Read next: Experts Warn How Much Brits TikTok Obsession Is Costing Them
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