TikTok's New Creativity Program Beta: Longer Videos, Bigger Payouts

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TikTok is undergoing changes as it shifts from a creator fund to its new creativity program beta. The change means that longer videos, over one minute, will be the ones earning income on the platform. The move has left some top TikTok creators confused, with complaints about the new system’s inconsistent payouts.

Farewell to the Creator Fund

TikTok’s creator fund, a $2 billion (£1.6 billion) initiative launched in 2020, has been criticized by many users for its low payouts. The fund will be discontinued from December 16th and replaced with the creativity program beta. The program targets creators from selected countries who have a minimum of 10,000 followers and at least 100,000 views within the last 30 days.

What is the Creativity Program Beta?

According to TikTok, the creativity program beta could potentially pay up to 20 times more than its predecessor. This shift is part of the social media giant’s plan to encourage longer videos and more live streaming. The rationale is that longer videos increase engagement and the time users spend on the platform.

Understanding RPMs

The new system introduces Revenue Per Mille (RPM), a metric that calculates earnings based on every 1,000 “qualified” views. To qualify, users must watch videos for a certain amount of time. Despite the new system potentially increasing earnings, some creators, like Dylan Page (known as the News Daddy), have criticized the random fluctuations in RPM rates.

The New System’s Calculation Method

TikTok maintains that several factors influence RPMs, including engagement, authenticity, the region where videos are watched, and adherence to community guidelines. The platform denies any form of suppression or favoritism, asserting that all videos are subject to the same “recommendation strategies.”

A Mixed Reaction Among Creators

Creators like Zayn Farooqui (Zaynqf) see the creativity program as a “positive change.” Farooqui, who has 1.5 million followers for his football-related content, appreciates that the new system makes it easier for creators to get paid. This shift, however, means that he and others have to adapt their content to longer video formats.

TikTok Welcomes Feedback

In a statement to BBC Newsbeat, a TikTok spokesperson stated that the creativity program was developed based on feedback and learnings from the previous creator fund. They also emphasized that user feedback is invaluable in shaping the platform’s future decisions and enhancing the TikTok experience.