"nowadays, people upload content knowing full well that one of the best ways to gather credibility, reputation, and income is to build an audience online."

"1. Reward Creation"

"Many TikTokers report that one of their first four or five videos goes pretty viral."

"Meanwhile on YouTube, it’s pretty common to make 50 videos on a channel and get the same 300 views on every video forever."

"if you have five videos, and one has 5000 while the others have 50, that makes you think, “How do I make that happen again?” or even “How do I make on that gets even bigger than that?”"

"2. Do it Unpredictably"

"Once you have someone making stuff, you need to reward them every once in a while so they don’t give up."

"Psychologists (and people who run casinos) know that random, unpredictable rewards are what keep people engaging in a behavior."

"3. Keep them Hooked"

"If creators stop making things, give them a boost the next time they come back."

"4. Make it Cheap to Make Stuff"

"5. Make it Easy to Make Good Stuff"

"Editing on a phone (even if it is, trust me, a pain in the fucking ass sometimes) is as cheap as it gets."

"Making it easy to create means giving people tools."

"Filters, sounds, timers, and, MOST IMPORTANTLY, a remix culture."

"6. Spread the Love"

"But tens of thousands of creators making some money, and spending a lot of time creating for their niche, that’s how you make a platform that feels worth a viewer’s time."

"7. Get People Paid"

"it does help if there is an economic ecosystem around content."

"Make it easy to make. Help audiences find great content. And help creators make money once just having an audience isn’t enough to keep them going anymore."

"we also have to come to terms with the reality that the value of that creation is mostly being captured by a very large company rather than by the people making the stuff. If TikTok is going to play a robust role in the passion economy, we need more tools for TikTokers, both on-app and off to capture the value they create."