Encouragement from TikTok to creators - Earn compensation by crafting lengthier videos

The 'Creator Rewards' program has transitioned from beta and will now remunerate for videos surpassing a one-minute duration.

Last year, TikTok introduced a monetization initiative for content creators known as the Creativity Program, aimed at promoting the creation of longer videos to enhance ad sales. Now, the company is launching the program on a broader scale under a new name, the Creator Rewards Program, exclusively compensating for videos exceeding one minute in length.

"The Creator Rewards Program will consistently acknowledge high-quality, original content that extends beyond a minute, employing an optimized rewards formula that emphasizes four key aspects: originality, play duration, search value, and audience engagement," the company explained.

TikTok highlighted the increased profitability of longer content, stating that "total creator revenue has surged by over 250 percent in the last 6 months, with the number of creators earning $50,000 monthly nearly doubling" since the program's beta phase.

TikTok is broadening its subscription features for creators, extending the benefits previously limited to live streamers, such as exclusive (paid) content, badges, and personalized emojis. The company is now making these advantages available beyond live streams.

In the upcoming weeks, eligible creators can enroll to access a fresh avenue for fortifying their community, providing added value through exclusive content and benefits. This initiative aims to deepen connections with their most engaged communities, as stated by TikTok.

The company's Creator Fund, which concluded last year and lacked a minimum video length requirement, faced criticism for its low payouts. Streamer Hank Green revealed earning approximately 2.5 cents per 1,000 views on the platform last year, considerably less than his YouTube earnings and half of what he earned on TikTok prior to the fund.

In contrast, certain streamers embraced the beta Creativity Program, experiencing a notable shift. Some, with varying subscriber numbers from half a million to several million, received payouts ranging from low thousands to nearly $100,000 per month. This marked a significant departure from their experiences with the Creator Fund, according to one creator.

However, the reception of longer videos among audiences has been uncertain. In a TikTok internal survey from the previous year, almost 50 percent of users found videos over a minute in length "stressful." Additionally, a third of users reportedly watched videos at double speed, according to a Wired report earlier this year.

Addressing the challenge of compensating creators is not TikTok's only concern at the moment. Recently, a group of US lawmakers introduced a bill mandating parent company ByteDance to sell TikTok to ensure the app's continued presence in the United States.