TikTok, the popular short-form video app, has announced the beta launch of its new “Creativity Program” for select creators. The program is designed to provide opportunities for creators to earn more revenue and unlock exciting real-world opportunities.
TikTok has responded to feedback from creators who have raised concerns about the low payouts from the current Creator Fund.
TikTok declined to reveal specifics about the amount of money that it has allocated for the program because it is still in its early stages. The company also did not specify how many followers or views creators must have to be considered for the program.
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The new program expands TikTok’s existing earning opportunities for creators. To be eligible, users must be at least 18 years old, have an active account, and create high-quality original videos that are longer than one minute. Although TikTok has not revealed the specific criteria for the new program, The Information previously reported that the minimum requirement is 100,000 followers.
Creators who enrol in the new program will have access to an updated dashboard with more information on estimated revenue, video performance metrics and analytics, and video eligibility requirements. The program is currently available to select creators on an invitation-only basis, with full access to all eligible creators coming soon.
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According to the company, the new program was created in response to feedback from creators on its current earning opportunities, including its Creator Fund.
The fund, which rewards creators for popular videos, is set to launch in 2020 with a one-billion-dollar commitment over three years. Its business model has been chastised by creators who have complained about low payouts, with some claiming to have earned only a few dollars for videos with millions of views.
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With the launch of the new program, TikTok is now acknowledging these concerns. A TikTok spokesperson told TechCrunch that the company has reworked its formula to offer a higher average gross revenue for qualified video views with the new program, but did not elaborate on what payments might look like for creators.
TikTok has been testing the new program in France and Brazil and plans to expand it into additional regions in the near future. The company is also working on other ways to reward creators, including a paywalled video feature that will allow creators to charge users to access exclusive content.
TikTok’s new program demonstrates its commitment to finding new ways to support and reward creators, indicating that it is focused on retaining its creator talent. The program is the latest addition to TikTok’s suite of monetization tools, which also includes TikTok Pulse and LIVE subscriptions, as well as monetization features for tips and gifts.
