- India’s ban on TikTok will cause an approximate income loss of about ₹120 crores per year for the top 100 TikTok influencers
India ‘s ban on TikTok will cause an approximate income loss of about ₹120 crores per year for the top 100 influencers on the Chinese short-video app, the Indian Institute of Human Brands (IIHB) said in a study on Thursday.
A content creator, with at least a million followers, could earn between ₹30,000 and ₹35,000 a month on the app, the report said. TikTok already has over 200 million users in India.
According to the study, a brand might get a picture post from the top 10 TikTokers for as much as 1.2 lakh to as little as 1.5 lakh each; a carousel or GIF cost as much as 1.5 lakh each but fell to as much as 5.000 for lower rank influencers. A tale for a company cost approximately 5,000-50,000.
YouTube and Instagram influencers gain as many as three times more from various kinds of brand deals as opposed to those on TikTok.
Riyaz Aly, Faisal Shaikh, and Arishfa Khan emerged as the top earners on TikTok with a total follow-up of 100 million, making every year between about 4 crores and about 6 crores.
The 16-year-old Aly, who originally comes from Bhutan, has 42.3 million followers and is known for his music videos with lip-syncing. Aly was TikTokers’ top grosser and expanded his reach for brands, labels, and customers. His annual earnings were 5-6 crore per year.
Aly made his debut with Tony Kakkar in Yaari hai music video and also collaborated with actors Shilpa Shetty and Deepika Padukone.
Faisal Shaikh earned an estimated 4 to 4.5 crore, which emerged as India’s biggest TikTok earner. Known for lip-syncing music videos, Shaikh is an actor and model and has starred in many music videos.
The third most sought-after TikToker was television star Arishfa Khan whose earnings are projected to be between 4 and 4.5 crores.
In addition to comedy and lip-sync videos, beauty, and makeup tips are the prime offerings on TikTok that have built up her 28 million followers. Also, Khan is a famous endorsement, much sought after by brands.
Sandeep Goyal, IIHB ‘s chief mentor said the glaring gap between the huge following of TikTok influencers and their earnings could be due to poor content quality, which doesn’t find favor with brands that are aware of their reputation.
Although a lot of local alternatives of TikTok are coming and they are acquiring users at a fast pace but the monetization part will take time and that will affect the influencers.
