TikTok has introduced yet another feature that allows creators to earn money on its platform.

TikTok Creative Challenge was revealed by the company this week, which enables creators to submit video ads for brand challenges and receive monetary rewards based on a video's performance.

Currently going through a testing phase with select brands, the new feature will only be accessible to creators who meet specific requirements; they must be at least 18 years old, have a US-based account, and have a minimum following of 50,000 on the app. Once a creator is enrolled in the TikTok Creative Challenge, they can instantly gain access to a list of challenges, along with information about the reward pool.

According to TikTok, submitted content should be of high quality, well-edited, and original, with these videos being shared on the user’s For You page as ads, rather than the creator’s own profile.

The platform also revealed that creators will be able to monitor the status of their submissions, view performance metrics, and check their monthly earnings after submitting and getting approval.

However, the rewards that creators will receive will be influenced by various factors, including qualified video views, clicks, and conversions. TikTok also stated: “Creators will receive notifications for their submissions if revisions are necessary, with the option to revise or appeal.”

The increasing value of creators

TikTok’s latest feature was introduced shortly after YouTube revealed it was making it easier for small creators to start earning on its platform with updates and lowered requirements to its monetisation programme, the YouTube Partner Program.

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