Why influencers are replacing fans with cults

“Melissa has tapped into the zeitgeist of bored teens in quarantine and given them purpose.” Mueller tells me. Craving community, the app let them “gather and have conversations with each other rather than exclusively interacting with the broadcasts on TikTok.”

If an internet celebrity or content creator doesn't get paid per view, then "fans" aren't worth so much. Revenue sharing platforms like YouTube and Twitch reward influencers for having legions of casual followers who rack up ad impression. But you need a different strategy on platforms like TikTok, Twitter, Instagram, and Snapchat that don't share ... See more