TikTok built its brand focusing on short-form content, but now the company is shifting tactics slightly to reward content creators who make longer videos.
Despite its massive customer base, content creators have long complained that TikTok doesn’t give content creators a way to financially benefit from the Creator Fund. So now, TikTok is trying out a new way to compensate content creators that have become key to the platform with a new program called the Creativity Program. The company’s beta testing it in the U.S., France, and Brazil. And right now, participation is on an invitation-only basis but it’s a good time to build up your audience because, eventually, it’ll open up to everyone on the platform.
How is this different from the Creator Fund?
TikTok hasn’t shared a ton of details on the new program but Zachary Kizer, a spokesperson for TikTok, told The Verge that payments weren’t going to be tied to ad revenue sharing. Instead, they’d be calculated on qualified views and RPM.
In a statement announcing the fund, TikTok said it would give content creators an opportunity to “generate higher revenue potential and unlock more exciting, real-world opportunities.”
To start earning, TikTok said content creators must create and publish high-quality, original content that’s longer than one minute. The focus on the length of the video plays to recent efforts by TikTok to get creators to focus on longer content; this is one way of rewarding those who do. Once enrolled in the program, creators will have access to an updated dashboard that will give them access to information about video eligibility, video performance metrics and analytics and estimated revenue to be earned.
Who qualifies for the TikTok Creativity Program?
When the program opens up to all content creators in the next few months, TikTok will have several requirements for people wanting to take advantage of it.
It’s exclusive to content creators that:
- Are at least 18 years old
- Meet the minimum follower and video requirements
- Have an account in good standing
While TikTok didn’t explicitly say what the minimum follower and video requirements would be, it’s possible it could be more exclusive than the current Creator Fund. The Creator Fund requires content creators to have at least 100,000 authentic video views within the last 30 days and have at least 10,000 followers.
According to The Information, TikTok leaders discussed setting the minimum follower threshold at 100,000, which would be significantly higher than the requirement for the Creator Fund. However, TikTok hasn’t confirmed this requirement and it’s possible the threshold could be much lower.
How to apply to the TikTok Creativity Program
TikTok hasn’t laid out guidelines for applying for the program, aside from letting us know that applications will open up “within the coming months.” Those who are currently enrolled in the TikTok Creator Fund will be able to switch to the Creativity Program and those who aren’t already enrolled in the Creator Fund can apply to the Creativity Program when it’s available.
However, The Verge noted that people can’t switch back to the Creator Fund once they make the switch.
TikTok hasn’t said whether the Creativity Program will replace the Creator Fund once it’s fully implemented, but it’s possible. So it’s best to continue growing your audience and developing high-quality videos that drive engagement.
We’ll update this post when new information about the program becomes available.