Byte Relaunches as Clash: TikTok Rival for Creators & Fans

A TikTok Rival Reborn: Byte Relaunches as Clash

Following the initial threat of a TikTok ban in the U.S., several alternative short-form video platforms emerged. Among these was Byte, created in part by Vine co-founder Dom Hofmann. It quickly gained over 1.3 million downloads. However, with the TikTok ban ultimately failing to materialize, Byte was sold to its competitor, Clash – a recognition that TikTok’s dominance was difficult to overcome.

Clash 2.0: Focusing on Creator Support

Now under new ownership, Clash is initiating a second launch. This iteration incorporates the “best of Byte” alongside a comprehensive set of tools designed to enable creators to monetize their dedicated fan base.

The current strategy isn’t centered on directly competing with TikTok, but rather on operating alongside it as a complementary platform.

The Founder's Perspective

Clash was established by Brendon McNerney, a former Vine personality who amassed a substantial following of over 700,000 on the now-defunct app. McNerney’s direct experience within the creator ecosystem informs his belief that he can offer a unique approach to creator monetization – an area where even established platforms often face challenges.

The core concept of the redesigned Clash is to empower creators to identify, connect with, and monetize their most devoted supporters.

New Tools for Creators and Fans

To achieve this, Clash is introducing a suite of tools for both creators and their fans. These include Drops, a virtual tipping system (distinct from product drops common in e-commerce), and Fanmail, a personalized messaging feature.

The vision is that creators can expand their overall audience through larger platforms like Instagram, TikTok, or YouTube, utilizing existing monetization methods such as advertising revenue sharing and brand sponsorships. Meanwhile, Clash can function as a dedicated space for the most invested fans – those willing to financially support a creator’s work, similar to Patreon, or desiring a more intimate connection.

Addressing Monetization Limitations

McNerney points out that larger platforms, such as TikTok, can restrict creators’ earning potential.

“TikTok excels at virality, constantly generating new creators. However, there’s a finite amount of advertising revenue and Creator Fund resources,” he explains.

Drawing Inspiration from Successful Models

The founder drew inspiration from successful models in other areas, including Twitch’s live content format, OnlyFans’ approach to adult content, and Patreon’s support for project-based creators like podcasters.

“I noticed creators increasingly posting their Venmo links in their bios in 2019. This sparked an idea about transforming those simple link-in-bio systems into a more robust product,” McNerney says. “We started by asking: if Patreon were built today, what would it look like? And how could we apply our expertise in short-form video?” he continues. “Our goal was to create a platform where video is the medium, but the primary purpose is to empower creators and foster connections with their fans.”

Beta Testing and User Feedback

The initial beta version of Clash launched on the App Store last summer. The team quickly discovered that creators valued it as a more authentic space to engage with fans outside of mainstream platforms.

Creators expressed a desire to create content specifically tailored for their most dedicated 10-15% of followers – those already demonstrating support through merchandise purchases, for example.

This led to the introduction of Fanmail, allowing fans to pay for personalized messages from creators, who then acknowledge and respond directly.

Drops, a digital good purchased through the App Store, were also introduced as a token of appreciation or to unlock access to Fanmail.

Financial Incentives for Creators

Creators can redeem Drops at a rate of 2,500 (equivalent to $25). This is a lower threshold than some platforms, like Twitch, which require $100 in earnings before allowing cash-outs. Clash will initially gift hundreds of Drops to new users and, for a limited time, will not take any commission on sales – meaning creators retain 100% of the revenue from Drops. (The company will determine a commission percentage when the promotional period ends next year.)

McNerney envisions Clash being utilized in the early stages of content creation and planning, making it a synergistic partner to larger platforms like TikTok, rather than a direct competitor. For instance, Yasmine Sahid, a TikTok comedian, is using Clash to fund her music production, with fans supporting her through Drops and gaining access to behind-the-scenes content.

A Different Approach to Monetization

He further argues that innovation in creator monetization may require platforms independent of larger tech companies.

“While large platforms are experimenting with these tools, they aren’t fully committed. Their revenue is overwhelmingly driven by advertising. Their priority is maximizing screen time, whereas we prioritize engagement,” McNerney adds.

Rebuilt for Scale and Familiarity

The relaunch features a rebuilt app designed to handle future growth and support monetization tools. It also incorporates elements users enjoyed in Byte, including the camera interface, in-app feed, and Discovery page. The overall design shares similarities with Byte as well.

Clash will also have access to Byte’s existing user base of 5 million. However, it aims to attract a diverse range of creators, not solely the younger demographic that previously used Byte.

Future Features and Competition

Clash plans to introduce a “fan score” based on engagement, including chat participation and video comments, shortly after the public launch.

The platform will face competition from both startups and established tech companies. Twitter’s Super Follow and Instagram’s developing fan subscription product are examples of competing offerings.

The Team Behind Clash

Co-founded by P.J. Leimgruber, founder of influencer agency NeoReach, LA-based Clash currently has a team of 17 full-time employees. Many team members have experience at social media and creator platforms, including Facebook, TikTok, Vine, Snap, Twitter, Google, Pinterest, and Cameo. Karyn Spencer, Vine/Twitter’s former head of Creator Development, serves as Clash’s creator advisor, and Byte/Vine co-founder Dom Hofmann remains an advisor.

Funding and Launch Details

Prior to the relaunch, Clash secured $9.1 million in funding across three rounds. The latest was a seed round led by Seven Seven Six, the fund established by Reddit co-founder Alexis Ohanian. Other investors include M13 Ventures, Plug and Play, ACME Capital, and angel investors Jesse Leimgruber (NeoReach co-founder), and NBA players Austin Rivers and Seth Curry.

Clash is relaunching today, taking Byte’s place on the App Store, and will soon be available on Google Play.