TikTok has seen explosive growth in Pakistan over the past few years. As of January 2023, there were an estimated 25.2 million TikTok users in the country, making it one of the most popular social media platforms (1). TikTok took the country by storm when it was launched in 2017 and continues to dominate the social media landscape today.
According to reports, TikTok was the most downloaded app in Pakistan in 2022 with over 39 million downloads, surpassing Facebook by over 7 million downloads. The platform’s growth has been driven by Pakistan’s large youth population who find it to be an entertaining outlet for expressing themselves through short videos (2).
TikTok has given rise to trends, memes, influencers and celebrities in Pakistan. It allows creators to showcase their talents, connect with a wide audience and get discovered. The app’s growth reflects Pakistanis’ embrace of short video content and mobile-first internet use (3).
Sources:
(1) https://oosga.com/social-media/pak/
(2) https://www.geo.tv/latest/464645-pakistans-social-media-score-card-2022
(3) https://www.linkedin.com/pulse/navigating-social-media-landscape-tiktok-vs-instagram-khan
TikTok’s Monetization Features
TikTok offers creators several ways to monetize their content and earn money directly through the platform. Some of the main monetization features include:
TikTok Creator Fund
The TikTok Creator Fund allows popular creators to earn money from the content they post. Creators can apply to join the fund once they hit 10,000 authentic video views in the last 30 days. TikTok then evaluates channels based on content quality and engagement. If accepted, creators earn a certain amount per video view, though exact rates vary.
TikTok Gifting
With TikTok Gifting, viewers can purchase and send virtual gifts to their favorite creators during live streams. This feature provides another revenue stream for creators, as they earn a share of the value of gifts sent to them. Gifting is currently available in certain markets like the US, UK, Germany, France, Italy, and Spain.
TikTok LIVE
Creators with at least 1,000 followers can go live and potentially monetize LIVE streams via TikTok LIVE subscriptions. Fans can purchase subscriptions to access special perks like badges and exclusive LIVE content. Creators earn a portion of the subscription revenue based on their region’s payout rate.
TikTok Creator Fund
The TikTok Creator Fund is a monetization program that pays creators for views on their videos. It was launched in 2020 as a way for TikTok to support creators financially and incentivize them to continue posting great content.
To be eligible for the Creator Fund, creators must meet certain requirements:
- Have at least 10,000 authentic followers
- Be at least 18 years old
- Have accrued at least 10,000 video views in the last 30 days
- Post original content that follows TikTok’s community guidelines
If accepted into the fund, creators can earn money based on the number of video views. The exact payout per view varies based on factors like region and content, but reportedly ranges from $0.02 – $0.04 per 1000 views.
Payouts are made monthly directly to a creator’s bank account or PayPal. To withdraw earnings, a creator must have a minimum of 100,000 views in their lifetime.
The TikTok Creator Fund provides a way for popular creators to monetize their content directly through the platform. As TikTok continues to grow, the fund is likely to become an increasingly important source of income for full-time creators.
TikTok Gifting
TikTok allows users to send virtual gifts to their favorite creators as a way to show appreciation and support. When a user receives a gift, the virtual currency can be exchanged for real money. The exchange rate varies based on the type of gift sent.
Gifting has become an important part of TikTok culture, especially in Pakistan. Users enjoy sending gifts to their favorite Pakistani creators as a token of gratitude. The gifts also serve as a way for creators to monetize their content. Popular gifts include drama queen, fireworks, and lipstick kisses. The number of gifts a creator receives is seen as a measure of popularity.
Gifting allows regular TikTok users to directly contribute to creators they love. Pakistani TikTokers with large fan bases can earn substantial income through virtual gifts. The gifting feature transforms TikTok from an entertainment platform into a means of generating revenue for Pakistani creators.
TikTok LIVE
TikTok LIVE allows creators to live stream content to engage with their followers in real-time. LIVE streams enable a range of interactive features like virtual gifts, comment filters, multi-guest streaming, real-time viewer polls and Q&As.
To boost viewer engagement, TikTok LIVE encourages participation through features like birthday notifications when a viewer joins a stream on their birthday. Fans can also purchase and send virtual gifts like emojis, badges and more to show support during streams. Senders and receivers both earn a cut of gift revenue.
Monetization on LIVE works through TikTok’s native virtual gifting system. Fans can directly support creators by purchasing and sending virtual gifts starting from a few cents. TikTok LIVE gifts convert into Diamond currency, which can be withdrawn as cash. Gifting revenue is split between TikTok and the creator, with creators earning up to 50% commission.
According to a recent study, top LIVE streamers can earn up to $2,000 per hour through TikTok’s gifting system. With creative engagement tactics and consistent streaming, TikTok LIVE can become a lucrative income channel for creators in Pakistan.
Brand Partnerships
Brand partnerships have become a popular way for TikTok creators in Pakistan to monetize their content. As TikTok usage has exploded in the country, reaching 37 million monthly active users, brands have taken notice of the platform’s marketing potential.
According to a recent LinkedIn article, “The era of TikTok and social media influencers heralds a new chapter in Pakistani advertising, and its impact is set to resonate far and wide.”
Popular brands like Telenor, Pepsi, Uber, and McDonald’s have partnered with top TikTok creators in Pakistan to promote their products and services. These deals involve sponsored content, brand endorsements, and TikTok challenges designed to engage users.
For example, Pepsi launched the #SwagStepChallenge on TikTok, sponsoring influencers to create dance videos featuring the beverage. The campaign generated over 12 billion views in just a few weeks.
As TikTok’s usage and influence grows in Pakistan, analysts expect brand partnerships and influencer marketing campaigns to skyrocket. TikTok offers brands a unique way to authentically engage younger demographics.
Challenges
While TikTok presents opportunities for content creators to earn money, there are some challenges when it comes to monetization in Pakistan. According to AhmedEarning, the main challenges include:
Payment Issues: Withdrawing earnings from TikTok requires having a bank account in a supported country. Pakistan is not yet supported, so creators have to find workarounds like using intermediary services.
Reaching Monetization Thresholds: To be eligible for programs like the Creator Fund, creators have to meet minimum follower and view count thresholds. This can be difficult when just starting out on the platform.
Platform Policies: TikTok has content policies that creators have to abide by. Violating the rules can result in demonetization or account suspension.
Case Studies
Pakistan is home to many successful TikTok creators who have built large followings and earn substantial incomes on the platform. Some of the top earners include:
Jannat Mirza (@jannatmirza_) – With over 13 million followers, Mirza is one of the most popular TikTok stars in Pakistan. She posts dancing, lip-sync, and comedy videos and has partnered with major brands like Samsung, Uber Eats, and OPPO. She reportedly charges over $10,000 USD for branded content.
Kanwal Aftab (@kanwal.aftab.official) – Aftab is a lifestyle influencer with over 17 million followers. She creates videos on beauty, fashion, and family life. Aftab has promoted brands like Sapphire, Gul Ahmed Textiles, and Dettol, and can charge up to $8,000 USD per post.
Anam Darbar (@anamdarbarofficial) – A popular dancer and model with 10 million followers, Darbar earns up to $5,000 USD for branded content. She has collaborated with companies like TikTok, Daraz.pk, and Infinix Mobile.
Syed Basit Ali (@basitali) – One of TikTok’s top comedy content creators in Pakistan with 7.5 million followers. Ali can charge over $2,500 USD per branded video. He has partnered with Pepsi, Telenor 4G, and other major brands.
These success stories showcase how top Pakistani creators have leveraged TikTok’s monetization features to build lucrative careers as influencers.
The Future
TikTok is expected to see continued rapid growth in Pakistan. As of January 2023, TikTok had over 43 million monthly active users in Pakistan, making it one of the largest TikTok markets in the world.[1] With the popularity of TikTok surging, especially among younger users, the platform has a lot of potential for increased monetization in the future.
TikTok will likely expand its monetization programs to more regions, including Pakistan, as it competes with other platforms like YouTube and Instagram. As seen in other countries, TikTok may introduce more tools for creators to earn directly from the platform, through features like tipping, subscriptions, and its Creator Fund. There are also likely to be more brand partnership and influencer marketing opportunities through TikTok as it grows.
The competition with other platforms could drive TikTok to further innovate and expand its monetization offerings. However, regulations and data privacy concerns may present challenges as TikTok aims to monetize in new markets. Overall, if TikTok maintains its current growth trajectory, its monetization potential looks promising in Pakistan and globally.
Conclusion
To summarize, TikTok does offer various monetization features for content creators in Pakistan to earn money from their videos and live streams. The main options include the TikTok Creator Fund, gifting from fans during LIVE videos, brand partnerships and sponsorships, and participating in branded challenges.
The availability of monetization for Pakistani TikTokers is still in the early stages but shows promise as the platform continues to grow in the region. More creators are starting to take advantage of the earnings potential, although it may not yet match the levels seen in more mature markets.
Going forward, TikTok is expected to further expand its monetization tools in Pakistan to provide more opportunities for creators to be rewarded for their content. The long-term outlook points towards an increase in the viability of TikTok as a full-time career for content producers in the country.
In conclusion, TikTok does provide monetization opportunities for creators in Pakistan, although it is still an emerging option compared to more established platforms. The potential for earning an income will likely continue rising in line with TikTok’s growth and development of monetization features locally.
