- Situation
- Our team discovered that TikTok lacked a crucial preview feature for subscription-only videos, which was essential for competing platforms and vital for enhancing creator monetisation.
- Task
- I was tasked with implementing this preview feature to enable creators to promote exclusive content, drive subscription conversions, and ultimately increase revenue for both creators and TikTok.
- Action
- I led the update in both creator side and consumer side, to incorporate the new preview options. This involved:
- Adding promotional tips for subscription previews to boost conversion rates.
- Coordinating with the client-side team to implement necessary UI changes.
- To overcome the challenge of collaborating across different time zones with US-based colleagues
- I organised joint coding and debugging sessions, documented each step thoroughly, and adjusted my work schedule to align with theirs.
- This proactive approach facilitated real-time problem-solving and minimized miscommunication.
- Result:
- The feature was successfully launched, benefiting up to 0.5 million creators and reaching approximately 1.4 million daily active users engaging with subscription content.
- This led to increased subscription conversions and projected revenue growth for both creators and TikTok.