TikTok last year introduced a new monetization system for streamers called the Creativity Program that encourages longer videos to sell more ads. Now, the company is rolling out the program broadly under a new name, the Creator Rewards Program, which only pays for videos longer than one minute.
“The Creator Rewards Program continues to reward high-quality original content longer than one minute with an optimized reward structure that focuses on four key areas: originality, watch time, search value, and audience engagement. ”, the company wrote.
TikTok says that since its beta launch, “total creator revenue has increased by more than 250 percent in the past six months, and the number of creators earning $50,000 per month has nearly doubled,” meaning longer content is more profitable. He pointed out that it was expensive.
TikTok is also expanding subscription features for creators. Previously, only live streamers had access to services such as exclusive (paid) content, badges, and personalized emojis, but now the company is extending these benefits beyond live streams.
TikTok says, “In the coming weeks, eligible creators will be able to sign up and gain access to new ways to add value and strengthen their communities through exclusive content and perks, giving them the power to connect their most engaged communities with their favorites.” “We will be able to provide an opportunity to connect more deeply with creators.”
The company's Creator Fund, which ended last year with no minimum video length requirements, was often criticized for low payouts. Last year, streamer Hank Green said he earned about 2.5 cents per 1,000 views on the platform. This is a portion of his income from YouTube and is equivalent to about half of the income he earned from TikTok before the foundation was established.
By comparison, some streamers have accepted creativity programs in beta. According to one creator, some creators (with subscribers ranging from 500,000 to several million) are paid anywhere from a few thousand dollars per month to nearly $100,000 per month, and are paid in the Creator Fund. Compared to what he saw, it was “a full $180.”
However, viewers are concerned about long videos. In an internal TikTok survey last year, nearly 50% of users said his videos longer than a minute were “stressful,” and a third of users said he watches online videos twice as fast. It is said that he was doing so. wired Report from the beginning of this year.
How to pay creators isn't the only challenge facing TikTok right now. Yesterday, a group of US lawmakers introduced a new bill that would force parent company ByteDance to sell TikTok in order to keep the app in the US.
