Charli D’Amelio is the first TikTok creator to hit the 100 million followers mark, by a mile. Only two other persons have exceeded 50 million. On TikTok, her feat dwarfs that of many global film and music stars including Will Smith, Kylie Jenner and Ariana Grande.
It also means she reached the milestone of 100 million subscribers in record time. Putting this record in perspective, it took a massive 14 years before any channel on YouTube hit 100 million. D’Amelio only started posting to TikTok in May 2019, and the app which came on stream August 2018. A year back, she had around 6 million followers on TikTok.
It’s a huge milestone for both her and the Tiktok app. However, she may have her eyes elsewhere. In recent months, she has launched a podcast, expanded further into YouTube, and announced the signing of a book deal, among several activities she has been involved with.
As observed with many creators, they often branch out into other social networks as well as traditional media settings once they achieve success on one platform. It allows them to broaden their followership, interact with fans in more outlets and activate a fallback plan when any of the platforms is altered in ways that hurt the creator’s ability to maintain relevance. YouTube creators, for example, have seen changes in the algorithm that seems to highlight and later downgrade certain vide genres.
IS THIS REAL LIFE RIGHT NOW
— charli d’amelio (@charlidamelio) November 22, 2020
The commercial aspects of remaining on a platform can also not be glossed over. The ability to make money is thus a driving force in the choice of the creator remaining or exiting the platform. As an incentive, TikTok has begun offering payouts to creators, but thus far, it would seem that the returns are not yet encouraging. Creators also don’t widely have the ability to sell merchandise directly via the app. That means the two main ways TikTok stars can make money are by recording advertisements or they may decide to exit the app for opportunities elsewhere.
The D’Amelio sisters have started a podcast together, and both have been experimenting with traditional YouTube templates to build up their followership. Heidi and Marc, their parents, have started growing their audience, too. They both have their own TikTok, and other social media handles and they feature prominently on the “D’Amelio Family” accounts on those same platforms.
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