A
year
ago,
TikTok
introduced
a
new
way
for
creators
on
the
platform
to
make
money:
make
longer
videos.
The
invite-only
Creativity
Program,
then
in
beta,
required
TikTokers
to
post
clips
longer
than
a
minute
to
qualify
for
monetization,
demonstrating
a
shift
in
how
the
company
wanted
people
to
use
its
platform.
It
was
a
move
away
from
the
so-called
short-form
video
style
that
made
TikTok
a
household
name
in
the
first
place.
TikTok
announced
today
that
the
program
will
be
called
Creator
Rewards
going
forward,
and
content
creators
will
need
to
make
videos
longer
than
a
minute
to
monetize
through
the
program.
The
previous
creator
fund,
which
didn’t
have
a
requirement
for
video
length,
shut
down
in
November.
Creator
Rewards
will
calculate
payouts
based
on
an
“optimized
rewards
formula”
focusing
on
originality,
play
duration,
search
value,
and
audience
engagement,
the
company
says.
Creators
often
complained
of
low
payouts
from
the
original
creator
fund,
sometimes
earning
just
a
few
dollars
per
millions
of
views.
The
newer
fund
for
one-minute-long
videos
promises
to
rectify
this,
with
TikTok
saying
that
the
program
would
result
in
higher
payouts
for
creators.
TikTok
says
that
creator
earnings
have
jumped
250
percent
in
the
last
six
months,
and
that
the
number
of
creators
making
$50,000
a
month
has
doubled.
As
I
wrote
in
January,
it’s
getting
harder
to
distinguish
what
makes
TikTok’s
format
different
from
classic
YouTube
videos:
TikToks
can
be
up
to
30
minutes
long,
in
some
cases.
The
company
also
has
been
encouraging
creators
to
post
horizontal
videos
in
exchange
for
the
platform
“boosting”
that
content.
In
other
words:
make
the
type
of
long-form
content
TikTok
was
disrupting
five
years
ago.
With
TikTok
incentivizing
longer
content,
it
feels
all
but
certain
that
our
feeds
will
move
away
from
the
pithy,
Vine-like
clips
TikTok
was
known
for.
In
other
monetization
news,
TikTok
is
also
expanding
who
has
access
to
premium
Twitch-like
features
for
livestreaming
content.
Live
subscriptions
will
now
be
open
to
non-livestreaming
creators,
who
can
charge
fans
money
for
“exclusive
content
and
benefits.”
Livestreamers
are
able
to
sell
perks
like
badges,
emotes,
and
subscriber-only
chats.
The
news
was
announced
at
TikTok’s
creator
summit,
signaling
to
content
creators
the
platform’s
priorities
—
and
by
extension,
what
the
company
wants
creators
to
make.
If
you
start
to
notice
a
favorite
creator’s
videos
running
longer,
or
are
surprised
when
they
start
uploading
content
as
horizontal
clips,
just
follow
the
money.
Original author: Mia Sato
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