The new Creativity Program Beta is set for launch and it aims to replace and improve their previous Creator Fund, becoming their main content monetisation programme for creators to earn on the app.

The new programme will reward creators for posting longer videos - only videos longer than a minute will be eligible for funding - further solidifying that TikTok may be shifting towards long-form video content. We’ve seen recent celebration of long-form ads with Hilton’s viral 10 minute TikTok.

TikTok detailed in a statement that to be eligible for the programme, users will need to be at least 18 years old, meet the minimum follower and video view requirements, and have an account in good standing.

In order for creators to start earning on the platform, they must be creating “high-quality, original content”. Once accepted into the programme, creators will have access to an updated dashboard to view video eligibility, estimated revenue, and video performance metrics and analytics.

The programme is initially rolling out in the US, France and Brazil with plans to introduce it to more regions soon, and it joins a cluster of new initiatives to encourage creators to remain on TikTok. But this isn’t the first time TikTok has tried to draw in creators.

What happened to TikTok’s Creator Fund?

The Creator Fund was welcomed with excitement and celebration when announced in 2020, with an initial investment of $200 million. It hoped to retain the platform’s biggest creators, whilst attracting more by offering a potential income stream.

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