TikTok has a plan to make live streaming less intimidating for new users, and that plan involves Substack. The media platform is the home of The Creator’s Cut, a newsletter that shares tips and best practices related to TikTok LIVE.
The presence of virtual gifts and other revenue streams make TikTok LIVE a lucrative option, but not all creators are able to maximize TikTok’s vertical streaming format. Learning how to go live is one challenge; getting viewers to tune in at the right time is another.
The Creator’s Cut will address those complications by discussing the TikTok LIVE community, highlighting ascendant streams, and keeping tabs on upcoming events. Each installment of the newsletter will feature input from creators who have taken “unexpected paths” to LIVE.
“[TikTok LIVE] is happening in real time. There’s no playback, no second take, and no way to know exactly what’s going to happen next, which is part of the magic,” reads a blog post. “But it also means you need to know when to tune in, and who to tune into.”
Leading social media companies have used official newsletters, channels, and podcasts to communicate more effectively with creators and viewers. YouTube, for example, has turned the Creator Insider channel into an official mouthpiece, while Twitch has adopted a similar strategy through its Patch Notes podcast.
TikTok’s once-maligned comms have turned a corner since the arrival of former Disney exec Zenia Mucha, and The Creator’s Cut will encourage further progress in that division. Ultimately, though, TikTok’s new newsletter is for and by creators. Much like YouTube’s Brand Deal Desk, The Creator’s Cut offers a mix of promotion and content advice.
Through those creator testimonials, TikTok is acknowledging that its namesake streaming format has a significant learning curve. It takes confidence to go live in front of thousands of fans, which is why platforms are helping creators take their first steps into those waters. Readers of The Creator’s Cut aren’t guaranteed to become streaming sensations, but they’ll learn more about TikTok’s lucrative live format.
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