TikTok is encouraging creators to make longer videos and make money in exchange. Initially introduced as the 'Creativity Program Beta' last year to incentivise longer content, the initiative has now officially transitioned into the 'Creator Rewards Program.' Under this program, creators will be paid solely for videos exceeding one minute in duration.
"The Creator Rewards Program will continue rewarding high-quality, original content over a minute long with an optimised rewards formula focused on 4 key areas: originality, play duration, search value and audience engagement," TikTok wrote in the announcement.
In addition to the Creator Rewards Program, TikTok introduced the Creator Academy, "where creators can continue learning about TikTok's various offerings to unlock their full potential."
"With such a variety monetisation offerings, we recognise creators may not fully understand the analytics and mechanics of each feature. To help creators gain a better understanding of these offerings individually, we'll be upgrading the Creator Portal to the Creator Academy," TikTok wrote.
The Creator Academy, currently in its testing phase, is set to launch in the upcoming weeks. It will be accessible in-app through Creator tools and will expand to the Creator Center. Initially available in seven languages, with plans for further expansion, this resource aims to provide valuable insights and guidance to creators worldwide.
Moreover, TikTok is broadening its subscription offerings to creators beyond live streaming, enabling access to exclusive content, badges, and personalised emojis.
TikTok's approach to compensating creators has faced criticism in the past, however, particularly with its now-defunct Creator Fund. Critiques of low payouts prompted the platform to explore alternative models, leading to the beta launch of the Creativity Program, which received a significantly more positive reception and eventually became Creator Rewards Program. "Since its release, we've seen incredible success with the program, with total creator revenue increasing by over 250% within the last 6 months, and the number of creators making $50,000 each month nearly doubling," TikTok says.
However, internal surveys reveal that nearly a half of users find longer videos "stressful", with many watching content at double speed.
