Last year TikTok rolled out a new monetization system for streamers called the Creativity Program to encourage longer videos that allow it to sell more ads. Now, the company is rolling the scheme out widely with a new name, the Creator Rewards Program, that only pays for videos longer than one minute.
“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 company wrote.
TikTok noted that longer content is more lucrative with “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 beta began.
TikTok is also expanding its subscription features for creators. Previously, only live streamers could access offerings like exclusive (paid) content, badges and personalized emoji, but now the company is expanding these benefits beyond 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,” TikTok wrote.
The company’s Creator Fund, which had no minimum requirement for video length and ended last year, was often criticized for low payouts. Last year, streamer Hank Green shared that he made about 2.5 cents per 1,000 views on the platform — a fraction of his YouTube earnings and about half of what he earned on TikTok prior to the fund.
By comparison, select streamers embraced the beta Creativity Program. Some (with subscriber numbers varying from a half million to several million) received payouts ranging in the low thousands to nearly $100,000 per month, “a complete 180” from what they saw in the Creator Fund, according to one creator.
That said, audiences have been uncertain about longer videos. In a TikTok internal survey from last year, nearly 50 percent of users said videos over a minute in length were “stressful,” and a third of users watched videos online at double speed, according to a Wired report from earlier this year.
How to pay creators is not TikTok’s only challenge at the moment. Yesterday, a group of US lawmakers introduced a new bill that would force parent ByteDance to sell TikTok in order for the app to remain in the United States.
