TikTok’s decision to discontinue its Creator Fund in favor of a new monetization scheme has sparked a mix of excitement and skepticism among content creators on the platform. The existing Creator Fund, which was launched just a few years ago, is set to be discontinued in the United States, United Kingdom, France, and Germany as of December 16, 2023. In its place, TikTok is rolling out the Creativity Program, which places a stronger emphasis on longer content and offers higher cash incentives, potentially allowing creators to earn up to 20 times the amount previously offered by the Creator Fund.
The Creativity Program, which first arrived as an invite-only system in February of this year, is designed to encourage creators to produce high-quality, original content, generate higher revenue potential, and open doors to more real-world opportunities. In addition to the lengthier content requirements, the Creativity Program is a significant departure from the previous Creator Fund, as users are required to meet specific eligibility criteria, including having at least 10,000 followers and 100,000 video views in the last 30 days, as well as maintaining a US-based or other eligible country account.
For content creators who decide to switch to the Creativity Program, the potential benefits are substantial, with some reporting payouts ranging from the low thousands to nearly $100,000 per month. This has been a game-changer for many creators, who have expressed excitement over the opportunity to significantly increase their earnings on the platform. However, there are also concerns that longer videos may not resonate with TikTok’s user base. In a recent internal survey, nearly 50 percent of users reported that videos over a minute in length were “stressful,” and a third of users watched videos online at double speed. This raises questions about how users will respond to the shift towards longer-form content.
The decision to discontinue the Creator Fund and introduce the Creativity Program is a notable shift for TikTok, given that the Creator Fund was initially unveiled in 2020 with a commitment of $200 million to be paid out to top streamers and a promise to support hundreds of thousands of creators with over $2 billion in funding over the subsequent three years. However, the Creator Fund faced challenges early on, with top creators expressing dissatisfaction with the amount of money they were receiving. Some reported earning as little as 2.5 cents per 1,000 views, a fraction of what they earned on other platforms.
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While the transition to the Creativity Program has been met with enthusiasm from some creators, others remain cautious and are closely monitoring how the new system will impact their earnings and overall experience on the platform. As TikTok continues to evolve its monetization strategies, it will be important for the company to closely consider the needs and preferences of both content creators and users to ensure a successful transition.
In conclusion, TikTok’s decision to phase out the Creator Fund and introduce the Creativity Program represents a significant shift in the platform’s approach to monetization. While the new program may offer exciting opportunities for content creators to increase their earnings, it also raises questions about how users will respond to longer-form content. As TikTok continues to fine-tune its monetization strategies, it will be essential for the company to strike a balance that meets the needs of both creators and users while maintaining the platform’s unique and engaging content ecosystem.
