- TikTok is testing a new feature that allows fans to buy custom videos from creators.
- This feature, called Shoutouts, could be a direct competitor to the celebrity shout-out app Cameo.
- For now, the feature appears to only be available in “limited regions.”
- See more stories on Insider’s business page.
TikTok is testing a new feature that allows fan to buy personalized video messages from creators.
The new feature, called “Shoutouts,” hasn’t launched in the US yet, and is still in its early stages and “only available to limited regions,” according to an FAQ page on the app viewed by Insider.
The tool could rival the video shout-out platform Cameo, which lets people hire actors, artists, and influencers to create personalized videos. Cameo video prices range from as low as $1 to as high as $2,500, depending on the celebrity. Earlier this year, Cameo was valued at over $1 billion by investors.
Fabian Ouwehand, a TikTok talent manager based in Amsterdam, told Insider that the Shoutouts feature appeared on his TikTok “For You Page” while visiting Germany. But he said he does not have access to the feature and isn’t able to request a video.
Insider found the feature through search by typing in #TikTokShoutout, and found one creator, under the username Buketyildirims (1 million followers), who was selling a Shoutouts for 250 coins (estimated $3.75, according to the app).
When Insider tried to request a Shoutout, the app displayed the message, “Not available in your country or region.”
Here’s how the feature works, according to its feedback and help page on TikTok:
- “Request a video and pay your creator”
- “Wait up to 3 days for your creator to accept”
- “Get a video in about a week after the creator submits it for review”
- “Check your direct messages to watch your video”
The FAQ page also says: “TikTok Shoutouts is a new functionality which enables TikTok creators to monetize by creating personalized videos to their fans. As we continue to create TikTok creator monetization programs, our goal is to continue improving upon the ways creators are rewarded and methods for fans to engage with their favorite creators.”
“I think that this can be an interesting extra revenue stream for creators,” said Alessandro Bogliarim, cofounder and CEO of The Influencer Marketing Factory. “It’s an integration that makes sense.”
TikTok did not respond to a request for further information about the Shoutouts feature.