How TikTok (and social media in general) changed the music world gets a lot of discussion. I dare you to find one song on the Billboard Hot 100 Top 10 that hasn’t already gone viral on TikTok. I’ll wait but also save you the trouble: There isn’t one. However, one lesser-discussed aspect of the TikTokification of our daily lives is how TikTok (and, again, social media in general) changed how we discover comedians.
You’ve got your mainstream stand-up comedians. You’ve got your improv comics. You’ve got your sketch comedians. And they’re all building their audience online (and making bank because of it).
Case Study: Matt Rife
Love him or hate him (and the internet flip flops on this just about every day), Matt Rife is a bonafide internet celebrity who has become a real-life celebrity. Rife wasn’t wholly unknown when his videos started going viral on TikTok, particularly the ones where he’s doing crowd work. Rife had previously been a struggling actor and comedian, working since 15. Once he became a TikTok star, everyone wanted a piece of him (and we’re not just referring to his millions of online fans who consider him easy on the eyes).
He now has multiple Netflix specials to his name and a sold-out tour. That tour came courtesy of a bit of sponcon, as Rife has become one of the faces of Zen WTR.
In a few years, primarily due to TikTok, Rife went from a struggling comedian to a net worth of over $50 million.
Case Study: AJ Wilkerson
Diagnosed with autism as an adult, AJ Wilkerson has been making a name for himself through his infectious charm and the relatable way he talks about how his brain works. One particular TikTok, in which he addresses why he moves the way he does, went completely viral, with millions of views.
Though Wilkerson (and his alter-ego, Captain Autism) has been working for many years, his TikTok explosion is helping him reach new audiences — proving pretty lucrative. Even before reaching his current viral status, in 2023, Wilkerson created a Kickstarter to fund his first comedy special. It surpassed its goal, and the special, monetized on YouTube, has over 350,000 views.
Case Study: Allison Reese
Coming face-to-face with the person you’re doing an impression of is usually reserved for SNL cast members. But that’s what happened to Allison Reese. Reese has performed with numerous improv troupes, and over the years, she honed her Kamala Harris impression. In 2019, she auditioned for “SNL” with it, but despite not landing the role, she continued to share her impression and other comedy content on social media.
She gained some attention online, but when President Biden dropped out of the 2024 presidential election, Reese went viral with her impression of the newly chosen Democratic candidate, Vice-President Harris. Not only was she invited to the Democratic National Convention, but she also started landing sponsorships — like becoming a Ben & Jerry’s partner. Can you think of a better sponsorship than one that gives you money and free ice cream?
So, what can we take away from these and other comedians who have gone viral online (and thankfully not in a bird flu way)?
First, the internet gives second (or third or fourth) chances. Rife had previously been on shows like “Fresh Off the Boat,” but they never gave him the big break he hoped for. It wasn’t until he hit it big on TikTok that he became a household name, with a sold-out show and comedy specials.
The second thing is that it doesn’t happen overnight. All three of these comedians have been performing for years. Some of them had some previous success before social media. Others were still relatively unknown. Either way, they kept following their passion — regardless of what others thought. Reese could have given up after “SNL” passed on her. Instead, she kept going until she got noticed.
The third is that you can’t be afraid to share your content. This tip applies to anyone who wants to be in creative fields today. Those fields need some sowing. (Can you tell I grew up in a city? What do I know about what fields need?) Analogies aside, the point is that you need to keep putting your work out there online. You might get negative feedback. (Rife sure has quite a bit.) But remember — even a negative comment counts as engagement. Thank your haters for that algorithm boost!
And the fourth is that there isn’t one way to monetize your comedy content. Rife landed partnerships with Netflix and a tour sponsor. Wilkerson was paid more directly by his fans and his monetized YouTube specials. And Reese has sponcon thanks to her new viral status.
Get Out There and Be Funny
Whether you’re a new comedian, a long-time comic with big dreams, or just the funniest person in your group chat, social media is calling for you. Not literally, but you know what we mean. Put yourself out there. Tell those jokes, even if the only person who comments on your first TikTok is your grandma (we love supportive Nanas!).
Eventually, you may find that audience you’ve been looking for and go from “struggling comedian” to Netflix’s latest favorite.
(And if that happens and you need help with the deluge of DMs on Instagram, Manychat’s got you.)
