TikTok and Cameo partner to bring paid fan videos in-app

TikTok is partnering with Cameo to make it easier for creators to earn directly from their audience – allowing fans to pay for personalised shoutout videos without leaving the app.

The partnership enables creators to sign up for Cameo within TikTok and add call-to-action buttons to their content, making it easier for fans to purchase personalised videos. Users can also search “Cameo” in-app to discover participating creators.

The move builds on TikTok’s role as a discovery engine for Cameo, with viral clips frequently driving demand for personalised videos and helping power the platform’s growth in 2025.

It also marks a reset moment for Cameo. Once valued at $1bn during the pandemic-era boom, the business has since struggled to retain top-tier talent and repeat demand. In 2024, it also reached a settlement with regulators across 30 US states over failures to properly disclose paid endorsements.

Announcing the partnership on LinkedIn, Cameo chief executive Steven Galanis positioned the integration as a way to capture demand at the moment it’s created.

“Have you ever been scrolling TikTok and come across a video so funny that you immediately want to book a Cameo from that person?” he said. “Now, creators can add a link directly to their videos, allowing fans to book without ever leaving the platform.”

The move mirrors a wider shift across platforms, with players including Meta building more ways for creators to earn directly within their apps and reducing reliance on third-party link-in-bio platforms.