TikTok has unveiled a new creator monetization plan in the US, called the Creativity Program, which aims to provide additional revenue streams and unlock “exciting, real-world opportunities” for eligible creators. The initiative builds on the success of TikTok’s Creator Fund, which was launched in 2020 and has already provided support to thousands of creators. In a blog post, TikTok stated that it had taken feedback from previous initiatives into account while designing the program.
While details on the program remain scarce, TikTok has confirmed that the Creativity Program will initially be invite-only and later open up to all eligible creators in the US. Participants must be at least 18 years old and meet minimum follower and video view counts, as well as have an account in good standing. While the exact minimum follower count is unknown, it has been suggested that it will be significantly higher than the baseline 10,000 followers required for the Creator Fund, with reports suggesting it could be around 100,000 followers.
In addition to meeting certain metrics, TikTok has stated that creators must post high-quality, original content longer than one minute to be eligible for the program. Creators will be able to track video eligibility on an updated dashboard and see their estimated revenue alongside video performance data.
TikTok has faced criticism from creators who have received low payouts despite their videos receiving millions of views. The company has committed to paying creators more under a revised formula for the Creativity Program, though it has not disclosed how much it plans to pay out. The program has already been tested in France and Brazil and is now being rolled out in the US.
TikTok is not alone in developing monetization plans for creators. YouTube recently began sharing ad revenue with Shorts creators, and TikTok is reportedly working on a paywall feature that would allow creators to charge for access to their videos. With more and more creators relying on social media platforms for their livelihoods, initiatives like the Creativity Program are crucial in providing additional revenue streams and opportunities to grow their brands.