TikTok Creators With Small Followings Claim Huge Earnings

Many TikTok users are surprised when they see creators with just 20k to 300k followers claiming to make hundreds of thousands of dollars.

On the surface, these numbers seem impossible, especially when even some large accounts with over a million followers report making far less.

This has led to questions about whether the claims are true, and if they are, how smaller accounts are achieving such high earnings.

Part of the confusion comes from how these creators present their results. Some frame gross merchandise value (GMV) from TikTok Shop as their own commission, which can be misleading.

For example, a creator might say they made $500,000 from a single product, but the commission they actually received could be closer to $2,000 for that month.

Others use the appearance of financial success as a way to sell courses, consultations, or “secrets” to making money online, rather than actually earning that income through TikTok itself.

That said, TikTok can still be profitable for smaller creators when they combine multiple income streams. This includes brand deals, live streams, gifts, merchandise, affiliate sales, and TikTok Shop commissions.

In some niches, like beauty, apparel, and home cleaning, a single viral TikTok Shop video can generate thousands of dollars. Success here often depends more on consistent posting and smart product selection than on follower count alone.

While some stories are exaggerated, the platform still offers real earning opportunities for creators who treat it like a business and diversify their revenue sources.

Tools like Blaze AI can even help creators streamline their posting and keep their audience engaged, which indirectly supports monetization efforts.

The reality behind small creator earnings

The most important thing to understand is that many of these “I made $300k on TikTok” claims are exaggerated or framed in a way that makes the numbers sound bigger than they are.

A common tactic is to share gross sales figures instead of actual profit. With TikTok Shop, for example, creators often highlight their GMV, which is the total value of all products sold through their affiliate links.

This number can be impressive, but it doesn’t reflect what they actually take home. Commission rates vary, and in many cases, a GMV of $500,000 could translate to just a few thousand dollars in commission.

There’s also the element of marketing themselves as success stories. Some accounts rely heavily on selling a lifestyle.

They post videos implying they’ve unlocked a secret to making huge sums online, only to funnel interested viewers into paid courses, coaching calls, or private communities.

This method can be profitable, but it’s important to note that the revenue in these cases is coming from teaching others “how to make money” rather than from TikTok’s built-in monetization.

This doesn’t mean all small creators are lying. Many do make respectable side incomes, but the six-figure earnings are often the result of multiple revenue streams, not just one.

In these cases, creators may combine TikTok Shop commissions, sponsorship deals, live stream gifts, brand partnerships, and affiliate marketing, stacking smaller amounts into a larger overall income.

The role of TikTok Shop and niche selection

TikTok Shop has become one of the most reliable ways for smaller accounts to monetize without relying entirely on views.

The model is straightforward: creators promote products through short videos, earn commission from sales, and often get those products for free.

In niches like beauty, apparel, and home gadgets, demand is high and competition can be lower for certain micro-influencers, making it easier to get consistent sales.

Some creators post upwards of 20 product-focused videos a day. This volume increases their odds of landing a viral hit, which can result in thousands in commissions from a single video.

Others manage to generate stable income by focusing on just a few high-converting products and posting regularly. For example, a creator might stick to promoting one skincare serum and one home gadget, building authority and trust in those niches.

Still, TikTok Shop earnings are rarely as effortless as they’re made to look. The most successful creators treat it like a business, tracking what works, experimenting with formats, and adjusting based on performance.

The ability to hide shop videos from followers or run them on separate accounts also helps maintain audience trust while still driving sales.

This balance between audience engagement and monetization is often what separates consistent earners from those who see only short bursts of income.

Breaking down the main monetization streams

Small TikTok creators who earn real money usually do so by stacking several income sources rather than relying on a single one.

The most common streams include:

• Brand deals – Even with 20k to 50k followers, creators in certain niches can charge $500 to $1,000 for a sponsored video if their engagement rates are high. Brands often prefer smaller creators because their audiences tend to be more loyal and responsive.

• TikTok Shop commissions – Earnings here depend on both the commission rate and the product’s selling price. Consistently posting product demos or reviews can steadily increase monthly income.

• Affiliate marketing – Many link to products, services, or courses outside TikTok, earning a percentage from every sale. This can be especially lucrative if the creator builds a strong call-to-action in their videos.

• Live stream gifts and donations – Regular live streaming encourages viewers to send virtual gifts, which can be converted into cash. Creators who actively engage and entertain during streams tend to see the best results.

• Merchandise and digital products – Selling T-shirts, guides, or templates gives creators a product they fully own, increasing their profit margins compared to affiliate commissions.

A creator earning $2,000 from TikTok Shop, $1,500 from brand deals, and $500 from affiliate links could realistically bring in $4,000 a month.

The difference between them and those who struggle is usually consistency, niche focus, and understanding their audience’s needs.

How to spot misleading income claims

Not every flashy earnings post is fake, but many are misleading. A few signs can help separate real success from clickbait:

• No proof of earnings – If a creator never shows actual payout screenshots or platform statements, it’s harder to believe the claim.

• Vague monetization explanation – Saying “TikTok pays me” without detailing whether it’s from the Creator Fund, brand deals, or TikTok Shop is a red flag.

• Focus on selling a course – When the main product is a “How I make $X on TikTok” guide, there’s a good chance that teaching is their real source of income.

• Unrealistic numbers compared to engagement – If an account has average engagement but claims huge payouts, the math often doesn’t add up.

• Overuse of GMV as income – Watch for creators who present gross sales as net earnings. Always remember that GMV is not the same as commission.

By looking for these signs, viewers can avoid falling for exaggerated success stories and instead focus on learning from creators who are transparent about their methods.

Building sustainable income as a smaller creator

Earning consistently on TikTok without inflating numbers comes down to treating content creation as a business.

The first step is choosing a niche that has both audience interest and monetization potential. Beauty, tech gadgets, home organization, and personal finance are examples of niches where followers are actively looking for product recommendations or solutions.

This makes it easier to integrate monetization without it feeling forced.

The next step is diversifying income streams early. Even if TikTok Shop is your main focus, pairing it with brand deals, affiliate links, and occasional live streams can smooth out earnings during slower months.

Relying on just one method leaves you vulnerable to algorithm changes or platform policy updates. Many successful small creators set income goals and track exactly where their revenue comes from each month, adjusting their strategy as needed.

Content consistency is also crucial. Posting multiple times a week — or daily if possible — helps maintain visibility and keeps your audience engaged. It’s not just about volume, though.

Testing different hooks, video lengths, and formats will reveal what drives the best conversions. Over time, creators who measure their results and fine-tune their approach tend to see steady growth in both followers and income.

Finally, transparency pays off in the long run. Being honest about what you earn and how you earn it builds trust with your audience and potential brand partners.

Followers can tell when numbers are inflated, and credibility is difficult to rebuild once it’s lost.

For small creators aiming for long-term success, combining transparency, strategic monetization, and audience trust is a far better route than relying on inflated claims to drive quick attention.