Last week, TikTok hosted an invite-only creator summit in Los Angeles to discuss long-form videos, platform monetisation, and the importance of fandoms.
According to reports from attendees, one subject seemed to not be mentioned: the looming bill that could see TikTok banned in the United States in 2025.
Speaking to Business Insider, Kim Farrell, TikTok’s global head of creators said, “I’m definitely leaving that to our phenomenal legal team.
“But I think if you look at an event like today, there's so much momentum, there's so much positivity. We just really want to send a message to creators that we are here for them and full steam ahead.”
However, the event did focus on its aim to compete further with YouTube in long-form content. This is something the company has been pushing since March this year when it released a new creator rewards program that incentivised creators to post longer videos.
There was also a focus on ‘high-quality content’, which was described as well-crafted content that drives growth and highlights an in-depth understanding of a specific topic or theme. Melissa Tecson, head of established creator management in North America, shared that TikTok’s research shows ‘high-quality content’ earned 15 times as much per month, on average, as other creators did directly from the platform.
In an era where creators are looking at diversifying their revenue streams to attain a more sustainable and predictable monthly income, TikTok is suggesting subscriber communities. These are paywalled feeds where viewers can pay a monthly fee to access content.
Experts also shared some tips on creating better content on TikTok, which in turn could lead to stronger engagement and higher earnings. These included: having a clear beginning, middle, and end, having a strong hook in the first five seconds, leaning into effects and text, prioritising production value, and being intentional with an aesthetic.
It seems TikTok’s creator summit hinted at the direction the platform wants to go in: high-production, long-form videos. It’s comical that both TikTok and YouTube appear to want to swap places with one another. The uncertainty surrounding a possible ban in the United States seems to, at least publicly, not bother the company. However, it appears that TikTok’s commitment to creators is unwavering.
