TikTok, the globally successful social network for short videos, continues to explore new ways to share its revenue with content creators. Despite the fact that the app could be banned in the United States, TikTok continues to be very active in the country, where they will carry out their next funding program: “Creativity Program”.
Creativity Program is a TikTok program that aims to reward content creators for posting longer videos. Launched in beta, selected content creators who make videos of one minute or longer will receive income in return, which will vary based on metrics.
On its blog, TikTok gives more details on how to participate in this program: “To be eligible for the Creativity Program beta, users must be at least 18 years old, meet minimum follower and video viewing requirements, and have an account in good standing. […] Creators will have access to an updated dashboard to view video eligibility, estimated revenue, and video performance metrics and analytics.”
Exclusive, at least for the time being, to users in the United States, the creation of this new program for content creators represents a drastic change in TikTok’s traditional approach, which, to date, has focused on the creation and consumption of short videos.
In this way, the company could be looking for new ways to monetize other types of content and make room for longer videos, thus being able to compete directly with YouTube.
TikTok also mentions its existing TikTok Creators Fund, which has been active in several countries (including Spain) for a couple of years: “Content creators who are already enrolled in the TikTok Creators Fund can switch to the Creativity Program, and those who are not enrolled can sign up for the new program once it becomes available. Creators currently enrolled in the TikTok Creators Fund can opt to switch to the Creativity Program beta,” TikTok explains.
