Now that it’s out of testing, “Creator Rewards” will pay for films that are longer than a minute.
TikTok launched the Creativity Program, a new revenue model for streamers, last year in an effort to promote lengthier videos, which increase the platform’s ability to sell advertisements. The Creator Rewards Program, which only rewards for movies longer than a minute, is the new brand under which the firm is introducing the program to a wider audience.
“The Creator Rewards Program will continue rewarding high-quality, original content over a minute long with an optimized rewards formula focused on 4 key areas: originality, play duration, search value and audience engagement,” the business stated.
With “total creator revenue increasing by over 250 percent within the last 6 months, and the number of creators making $50,000 each month nearly doubling” since the test began, TikTok observed that lengthier material is more profitable.
Additionally, TikTok is growing its creator subscription services. Exclusive (paid) material, badges, and customized emoji were previously exclusively available to live streamers, but the firm is now extending these advantages to non-live streams.
“In the coming weeks, eligible creators can sign up to access a new way to strengthen their community with added value through exclusive content and benefits, while providing their most engaged communities an opportunity to connect even deeper with their favorite creators,” stated TikTok.
The company’s Creator Fund, which closed last year and had no minimum duration requirements for videos, received a lot of flak for paying out very little. Streamer Hank Green said last year that he made around 2.5 cents for every 1,000 views on the site, which was less than half of what he made on TikTok before the fund and a small portion of his profits on YouTube.
In contrast, a few broadcasters accepted the beta version of the Creativity Program. One creator described the reimbursements received by certain subscribers—whose numbers ranged from a half million to several million—as “a complete 180” from what they saw in the Creator Fund. These payouts ranged from the low thousands to about $100,000 each month.
Nevertheless, viewers have shown reluctance toward lengthier films. According to a Wired story from earlier this year, over half of users in a TikTok internal poll from last year stated that films longer than a minute were “stressful,” and a third of users viewed videos online at double the pace.
TikTok is also facing several challenges in addition to how to compensate creators. A new measure that would require parent company ByteDance to sell TikTok in order for the app to stay in the US was proposed by a group of US congressmen yesterday.
