The news: TikTok is partnering with celebrity video app Cameo to let US creators offer personalized videos to fans directly through the short-form platform. Creators can sign up for the offering via TikTok, opening up a new monetization pathway through a more seamless in-app experience.

The integration comes as Cameo CEO Steven Galanis claims TikTok creators saw their strongest year ever on Cameo last year.

Why it matters: The partnership opens up new opportunities for creators to reach fans—and acts as a lifeline for Cameo. The greeting app saw its valuation drop over 90% in 2024 after skyrocketing during the COVID-19 pandemic.

The deal aligns with the broader trend of media platforms turning to influencers to draw audiences.

• TikTok recently partnered with ad-supported video-on-demand platform Tubi to identify TikTok creators to spearhead original unscripted and scripted Tubi series.
• Major streaming platforms are buying into the trend: Hulu’s “The Secret Lives of Mormon Wives” chronicles the lives of popular TikTok personalities; YouTuber MrBeast maintains a deal with Amazon Prime Video for his series “Beast Games”; Netflix debuted reality show “The Influencer” in 2024, which stars social media creators.

Implications for creators: TikTok is becoming increasingly central to creators’ income mix.

The share of US influencer marketers using TikTok will rise to 71.5% this year and steadily increase through 2030, per our forecast. This figure suggests that creator demand on TikTok will remain strong in the coming years—making new monetization tools like the Cameo integration more meaningful.