Jake Sweet, known as Surfaceldn on TikTok, has over three million followers on the app—more than twice as many as pop star Dua Lipa. The 21-year-old University of Nottingham student was flown to the MTV Video Music Awards in Spain as a special guest, where he mingled with music stars and other influencers. Despite his online fame, he returns to lectures and makes a modest income from the platform, enough for groceries and props for his videos.
Felicity, a mother from Edinburgh, gained 1.8 million followers on TikTok by creating prank videos featuring her sons. Her content, including a 'prank-a-day' series called 'Taking revenge on my kids', consistently garnered millions of views. She now works on TikTok almost full-time, having left her marketing job.
TikTok, owned by ByteDance, has over one billion users globally and was the second-most downloaded app in 2019. Its algorithm recommends videos based on user behaviour, allowing anyone to become 'TikTok famous' without prior celebrity status. This contrasts with Facebook, which relies on friends' activity for recommendations.
Influencers on TikTok can earn money through promotions and brand deals, though income varies. Jake works with digital agency Fanbytes, which connects him with brands like Amazon Music. He creates promotional videos for songs, adding his own creative twist. While he earns a steady income, most is reinvested into content production.
Fanbytes, founded by Timothy Armoo in 2017, focuses on Gen Z and 18-21-year-old users on TikTok and Snapchat. The agency helps influencers monetise their followings, similar to earlier influencer agencies like OP Talent and Gleam Futures, which signed stars like KSI and Zoe Sugg.
