Maya Kensington
TikTok has introduced a new Substack-based newsletter designed to highlight creator stories and insights aimed at maximizing the impact of their content.
Named The Creator Cut, this newsletter will feature insights directly from creators, particularly focusing on leveraging TikTok Live to engage with their audiences.
According to TikTok: “[TikTok Live is] happening in real time. There’s no playback, no second take, and no way to know exactly what’s going to happen next, which is part of the magic. But it also means you need to know when to tune in, and who to tune into. That’s why we’re launching The Creator’s Cut: A Substack by TikTok, written by the creators who make every LIVE count.”
TikTok emphasized that the newsletter will serve as a platform for creators to share their stories, along with tips and tricks for enhancing their TikTok presence and connecting with a live audience.
“Our platform is home to millions of creators,” TikTok stated. “In 2025, over 250 million creators went live on TikTok globally, with more than 150 million creators earning rewards for their talent and authentic expression.”
While TikTok is primarily recognized for its short-form videos, livestreaming has become a significant focus as the platform strives to foster a more engaging and habitual user experience.
This focus extends to shopping as well.
In China, the local version of the app, Douyin, has achieved remarkable success in stimulating shopping behaviors through livestreams. TikTok aims to replicate this success, albeit with varying results.
According to Digital in Asia, Douyin has emerged as the leading live commerce platform in China, generating nearly $500 billion in gross merchandise value (GMV) in 2024.
In contrast, TikTok reportedly generated $64 billion in GMV in 2025, as reported by Content Grip. A substantial portion of these sales originated from Southeast Asia, with U.S. users contributing an estimated $15.1 billion.
Given this disparity, TikTok recognizes a significant opportunity. To fully leverage this potential, the platform must attract more viewers to its livestreams, which is a central focus of their initiative to promote livestreaming as a tool for audience connection.
This initiative could be particularly beneficial for marketers aiming to optimize their usage of the app.
Thus, subscribing to TikTok’s new newsletter may provide valuable insights into how influencers effectively utilize the app to drive engagement and promote products.
Ivy Caldwell
