TikTok is testing a new mode of monetization for content creators – the Creativity Program. To qualify for the program, users must be over the age of 18, meet and most importantly do certain milestones in terms of subscribers and video views “High quality original videos over a minute long”.
A new monetization program called the Creativity Program, announced today, is in beta testing in the US, France and Brazil and showcases the tactics TikTok is using to fuel growth in the US. The new program is currently available by invitation only, but will be expanded in the future. The focus on longer videos may come as a surprise to some – after all, it was TikTok that convinced all the other big sites to take the short format seriously. But it looks like long content, including live streams, will become increasingly important for the platform in the future.
The background to this launch was the main complaint that content creators had against the company: They complained that they weren’t getting enough money from the original Creator Fund. TikTok says the new program “will fuel creativity, create higher income potential and unlock more exciting, real opportunities”, but doesn’t provide any clarity on the scope of the new program or how much participants can earn. All that is known so far is that payouts are calculated taking into account confirmed views, viewer engagement and viewer region.
Authors from the original fund can switch to the beta version of the creativity program, but not back. Announced in 2020, the Original Fund was worth $1 billion to members, to be paid out over three years. For reference, meta* YouTube has committed to spending $1 billion on content creators by the end of 2022 and is offering a revenue share program for short video creators, earning them 45 percent of their advertising revenue.
The transition from TikTok to longer videos has been gradual. The company is constantly increasing the length of videos users can create and expanding the tools for hosting and monetizing live broadcasts. And live shopping, where viewers buy products directly from live streams, could be a lucrative revenue stream in the US, as it already is in some countries.
* It is included in the list of public associations and religious organizations for which the court made a final decision to liquidate or ban activities on the grounds provided for in Federal Law No. 114-FZ of July 25. 2002 “On Countering Extremist Activities”.