The Plug's new focus - creating original content for brands

by Aidan Quest

Since we launched in 2018, nearly 25,000 Plug creators have generated more than 80 million installs across our pay-per-install campaigns. These offers have been a key part of the Plug for years and a method of promotion that's empowered our community of creators to fund their content creation.

As the creator economy has grown, industry trends have evolved and we are adapting to meet the changing needs of our partners. There is a growing focus on original content, and brands are aligning their strategies with that. TikTok and YouTube have taken over as the place where original ad content thrives.

We launched Challenges earlier this year as a new way for creators to earn in the Plug by creating original content. Challenges have quickly become the most popular way to promote in the Plug with creators preferring their flat fee and pay-per-view payment options.

Starting today, we are shifting our focus towards creator-friendly programs like Challenges and Personal Offers that allow us to meet the needs of advertisers, and compensate creators in a way that empowers them to make great content.

The Plug will primarily focus on TikTok and media creation campaigns. For now, the Plug will no longer support Instagram and Snapchat accounts, starting on Tuesday, November 22nd. Unless you have a personal TikTok page attached to your Plug account, you will no longer have access to Campaigns, Challenges, or Personal Offers after this date. You’ll still be able to cash out past earnings at any point in the future.

This refined focus will allow us to better support our community of creators and advertiser partners.

If you are an original content creator on Instagram or Snapchat, please make sure to add your TikTok in the Plug by this time!

We’ve created a FAQ list below with more information on this change.

FAQ

I have a TikTok account, what does this mean for me?
Creators with TikTok accounts featuring original content connected in the Plug will continue to have access to our Challenge and Personal Offers - including many new ones coming soon. Large TikTokers will also continue to have access to a select number of pay-per-install offers.

I do not use TikTok, what does this mean for me?
Creators who do not have a TikTok account connected in the Plug will no longer be able to promote through the Plug. These creators will no longer see offers in their Plug app after Tuesday, November 22nd. You’ll still be able to cash out past earnings at any point in the future.

I post original UGC content on Instagram, why can't I be on the Plug?
Many of our Challenges rely on Spark Codes in TikTok. If you create original content outside TikTok, try reposting some of your best work to TikTok and add your TikTok in the Plug.

I'm a big TikToker, am I going to have access to all the same CPI offers I do today?
After Tuesday, November 22nd most TikTok creators will no longer have access to our pay-per-install (CPI) offers. A select number of larger TikTokers will still have access to a limited number of our top CPI offers after this point. Reach out to our team if you are interested in still promoting CPI offers on TikTok.

What do I do if my account is closed, but I do have a TikTok?
Reach out to our team here to appeal and provide us the link to your TikTok. We will review your account to grant you access back to the Plug.

Will the Plug only have Challenges and Personal Offers going forward?
We plan to keep a select number of CPI offers in the Plug that have worked well on TikTok open for larger TikTokers. Reach out to our team if you are still interested in promoting these offers on TikTok.

I have questions!
You can reach out to our team here anytime - we’re happy to help!