TikTok remains the biggest short-video platform by reach, but reach and earnings aren't the same thing. A lot of creators post primarily on TikTok for audience size while diversifying elsewhere specifically for payout terms.
What to weigh besides audience size
- Payout structure — fund-based vs. true revenue share
- How saturated the creator pool already is on that platform
- Whether the platform is actively courting new creators with better early terms
Why newer platforms can be worth the switch
Being an early creator on a newer, less saturated platform often means less competition for visibility and, on platforms built around creator upside, meaningfully better payout terms than joining an already-mature ecosystem.