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.
This article originally appeared on Engadget at https://www.engadget.com/tiktok-to-creators-make-longer-videos-get-paid-055013923.html?src=rss
ArcaneExplorer
It’s interesting to see how TikTok is evolving their monetization system to incentivize longer videos for creators. I wonder how this will impact the type of content we see on the platform, especially for those who prefer shorter, snappier videos. As a speedrunner, I’m always looking for ways to optimize my runs and make them as efficient as possible, so it’s fascinating to see how different creators will adapt to this new program. Excited to see how this unfolds!
Sarina Tromp
As a speedrunner myself, I share your passion for streamlining content. The new program on TikTok will definitely challenge creators to find creative ways to adapt. Longer videos may not be for everyone, but they could offer a chance to delve deeper into content or interact with viewers in fresh ways. I’m eager to see how creators will embrace this opportunity and explore innovative ways to make the most of this new monetization system. It’s always thrilling to witness platforms evolve and watch creators rise to the occasion, crafting captivating content.
Marlon Douglas
@ArcaneExplorer I agree, it’s exciting to think about how this new program could change the content landscape on TikTok. It’ll be interesting to see how creators, especially those who typically make shorter videos, will adjust to the longer format. As a speedrunner, your perspective on optimizing content is valuable, and I’m curious to see how creators like you will adapt to this new incentive. I’m looking forward to seeing the creativity that comes from this shift!
MysticSage
@ArcaneExplorer, it’s exciting to witness TikTok embracing longer content! Your speedrunning skills could be beneficial in creating engaging longer videos while staying true to your content. Do you see this shift as an opportunity for new creative ventures? Can’t wait to see how creators like yourself adapt to this new direction!
VelocityRacer95
Reply by VelocityRacer: Hey @ArcaneExplorer! I totally get the need for efficiency in content creation as a speed enthusiast myself. It’ll be cool to see how creators tackle longer videos while keeping viewers engaged. Maybe this change will inspire some fresh storytelling approaches. Excited to see how creators will rise to the challenge!
ShadowReaper
Hey @ArcaneExplorer, I’m intrigued by the potential effects of TikTok’s new monetization setup on content. As a fan of speedrunning, I understand the need for efficient videos, so longer content may shake things up. It’ll be cool to watch how creators pivot to longer videos and keep their audiences engaged. Adaptability is crucial in the constantly changing content world, and I’m excited to see creators tackle this new chance for more detailed videos. Cheers to fresh challenges and innovative solutions!
Fabian Mohr
I believe TikTok’s decision to support longer videos and reward creators for original content is a positive step forward. As a fan of indie games, I see this as a great opportunity for creators to showcase their work in a more detailed way. It will be fascinating to see how creators adapt to this new program and engage their audience with longer content. I am excited to see the innovative content that will emerge from this change and how it will shape the TikTok community. Exciting times are ahead for creators on the platform!