Four Indian creators figure in a list of the top 15 highest paying TikTokers of 2020 in a curious creation.
The list, curated by the Influencer Marketing Center, is dominated by dance stars Addison Rae Easterling and Charli D’Amelio from the US-based TikTokers.
Yet, in a survey released earlier this week, Riyaz Aly, Arishfa Khan, Awez Darbar, and Nisha Guragain were ranked 9th, 12th, 14th, and 15th in the global rankings, respectively.
Over the last couple of years, the four Indian creators have risen to fame on ByteDance ‘s short-video sharing site in the region, gathering millions of followers in a short time.
They were also among India’s top 10 TikTokers when the Chinese app was blocked over security concerns in July.
According to the report, with over 43 million followers, Aly, the top Indian TikToker, earns an estimated $35,000 per branded message, while for each supported content post, Guragain, who had 28 million fans on the site, makes around $23,500.
Influencer marketing experts, however, said that the projected earnings may vary from the actual amount made in the first half of the year by the Indian TikTokers, or continue to make now after they branched out to generate content on several TikTok alternatives that came up after the ban.
“The real figures maybe half of the projected earnings reported in the list,” said one influencer marketing manager, adding that the Influencer Marketing Hub could have extrapolated the figures based on the earnings potential of U.S. creators, where marketers spend far more on digital marketing than they do in India.
Influencer Marketing Hub also explained that its estimates “can differ significantly by niche, country, location of the audience, and affinity of the audience brand.”
Had TikTok not been banned in India, however, some of these developers would have earned what the estimates on the list indicate, as “many brands expected to increase their spending on TikTok, especially during the festive season that is now upon us,” said Gautam Madhavan, founder of the Mad Influence influencer marketing platform based in Delhi, which represents more than 300 influencers and celebrities.
It is still intriguing, however, that Indian TikTokers have made it to the list, as there is no guarantee that the ban will be lifted soon at any time.
Werner Geyser, the founder of Influencer Marketing Center, told ET that this may have occurred because, during the first half of the year, the study takes into account the followers of the creators and interaction rates on TikTok.
“A lot of people outside India don’t even know that TikTok is banned here because they keep seeing old TikTok posts popping up on their feeds from Indian makers,” Madhavan said.