TikTok is testing a new way for creators on the platform to get paid — and posting longer videos is a must.
The new fund announced today is called the Creativity programis in beta testing in the US, France and Brazil and confirms previous reporting Through The information about the tactics TikTok is using to boost sluggish growth in the US. The new program is available by invitation only for now, but will expand to all eligible users in the future, the company says.
To be eligible for the program, users must be over the age of 18, pass the follower and video view benchmarks, and most interestingly, “create original, high-quality videos that are longer than a minute.” The focus on longer videos may come as a surprise to some – after all, it was TikTok that convinced every other major social media company to take shortform video seriously. But TikTok has signaled in more ways than one that longform content, including live streams, will become increasingly important to the platform in the future.
The backdrop to this launch is a major complaint creators have had with the company: users said they weren’t making enough money from the original creator fund. TikTok says the new program will “promote [creators’] creativity, generating higher income potential and unlocking more exciting, real-world opportunities,” but offered no clarity on the scope of the new program or how much participants can expect to earn (or whether this will be more than their Creator Fund earnings) .
That said TikTok spokesperson Zachary Kizer The edge the company was unable to share how much money will go into the new program at this time. Kizer specified that payments did not come from ad revenue sharing and that payouts are calculated based on qualified views and RPM, a figure that can in turn fluctuate based on metrics such as video engagement and audience region.
Creators who are part of the original fund will have the option to transfer to the Creativity Program beta, but will not be able to reverse it. The original fund, announced in 2020, had a $1 billion pool for participants, payable over three years. Meta pledged to spend $1 billion on creators by the end of 2022; Meanwhile, YouTube offers a sizable revenue-sharing program to content creators who make Shorts, with YouTube keeping 55 percent and giving 45 percent to creators.
TikTok’s turn toward longer videos has been gradual. It’s steadily increased the length of videos users can create, expanded tools for hosting (and monetizing) live streams, and the company is dipping its toes into live streaming events like an upcoming trivia contest. And live shopping – where viewers purchase items directly from live streams – could be a lucrative revenue stream if TikTok can make it catch on in the US. The company confirmed in November that it was testing in-app shopping in the US, having previously been restricted to other countries.
Janice has been with businesskinda for 5 years, writing copy for client websites, blog posts, EDMs and other mediums to engage readers and encourage action. By collaborating with clients, our SEO manager and the wider businesskinda team, Janice seeks to understand an audience before creating memorable, persuasive copy.