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TikTok shift in Creator Support to Creativity Program

Published on 09.12.2023 by Tracey Chizoba Fletcher

In a significant shift, TikTok is transitioning from its $1 billion Creator Fund to a newer, more focused Creativity Program. This change, taking effect in key regions like the United States, United Kingdom, France, and Germany, marks a pivot in how TikTok supports its content creators.

How was Creator Fund working

The Creator Fund, initiated in 2020, faced criticism for its relatively low payout rates despite the high viewership of many videos. This feedback led to the birth of the Creativity Program. Unlike its predecessor, the Creativity Program is tailored to reward longer videos, over a minute in length, with a promise of more lucrative payouts. This move aligns with TikTok’s aim to encourage higher-quality, engaging content on its platform.

How to get into the Creativity Program

Eligibility for the Creativity Program is distinct and selective: creators need to be over 18, possess a follower base exceeding 10,000, and have garnered at least 100,000 views in the past 30 days. The potential earnings are substantial, with TikTok suggesting that creators could earn up to 20 times more than what the Creator Fund offered.

This strategic shift is part of TikTok's broader vision to enhance the creator experience. The platform is not just tweaking its monetization strategy but also diversifying its suite of tools for creators. This includes additions like LIVE subscriptions and TikTok Pulse, and unique features like tips, gifts, and a Series feature that allows for paywalled content.


Evolution in the strategy of TikTok future

TikTok's spokesperson emphasizes that this evolution in strategy stems from their commitment to listen and adapt to the needs of their creator community. It reflects a dynamic approach to content monetization, aiming to foster a more robust and rewarding environment for creators.

Replacement of the Creator Fund with the Creativity Program signifies a nuanced understanding of the challenges and opportunities in digital content creation. By recalibrating its support and reward mechanisms, TikTok is poised to not only elevate the quality of content on its platform but also to enrich the overall creator experience.