The TikTok algorithm has created a new opportunity for small creators to make money by leveraging the platform’s unique features. A trend known as the “pay off debt trend” has emerged on the app, where creators post videos seeking funds from viewers. The criteria to qualify for funds from the Creator Rewards Program include having 10,000 followers and accumulating 100,000 views on videos within the last month. Thousands of creators have joined this trend, posting videos in hopes of receiving financial support from TikTok.
Financial counselor and content creator Markia Brown has highlighted that the popularity of this trend comes from the fact that viewers can support their favorite creators or strangers with just a few seconds of their time. The CEO of Viral Marketing Stars, Katya Varbanova, compared this trend to platforms like GoFundMe, where the currency is attention rather than money. In the comment sections of these videos, users engage in mass commenting to boost engagement and help the content reach a wider audience, potentially increasing the earnings for creators.
The unique algorithm of TikTok is what makes this trend possible, as it prioritizes videos that have been watched all the way through by a group of viewers. This kind of model wouldn’t be feasible on platforms like Instagram, Facebook, or YouTube. Creators like Jake Heisenburg, a medical student with significant student loan debt, have seen success with this trend. He posted a video jokingly calculating the number of views needed to pay off his loans, and, despite not reaching his target, he still earned $4,200 from TikTok, which he described as a life-changing amount of money.
Heisenburg mentioned that the two main factors determining his earnings were qualified views and RPM (revenue per 1,000 views), which can vary based on different metrics. He expressed gratitude for the unexpected windfall, highlighting that the earnings from a single video far exceeded what he used to make in two months at his previous job. This success story has inspired other creators to try their luck at fundraising on TikTok, showcasing the potential for ordinary people to leverage the platform’s algorithm and generate income in a creative and engaging way.
