Delayed bank account setup: TikTok's A/B test

The bottom line

TikTok raised enrollment in its revenue-sharing program by 25% by letting creators start making content and see potential earnings before linking a bank account. Asking for banking details up front was driving creators away.

Key takeaways

• Delaying the bank account step increased enrollment by 25%. Creators no longer had to commit to sharing banking details before seeing any value.
  • The result was a 25% increase in creators enrolling in the program.
• The original KYC flow caused a significant drop-off. Creators were hesitant to give banking details at the start.
  • The program required KYC, including a linked bank account, before creators could earn revenue.
• The new flow let creators produce content and see potential earnings first. This eased the initial commitment and built trust.

The problem

A required KYC step with bank details up front made creators hesitate to join the revenue-sharing program.

• TikTok wanted more creators to enroll in its revenue-sharing program.
  • Creators had to complete KYC before they could earn revenue.
  • KYC included linking a bank account.
  • The initial process caused a significant drop-off.

The change and result

Moving the bank account step later reduced friction and lifted enrollment by 25%.

• TikTok revised the onboarding flow so banking details came later.
  • Creators could start producing content right away.
  • They could see potential earnings before connecting a bank account.
• The aim was to lower friction and motivate more creators to join.
  • Easing the initial commitment was meant to build trust.
  • Enrollment in the program rose 25%.