TikTok changes the rules of monetization: now the key will be long videos

Although TikTok started out as a platform for very short videos, the company seems to have changed its approach in recent months. In fact, as part of a tactic to improve its growth, the company has taken the decision to overhaul its monetization system for content creators. Now under the name “Creativity Program” they are releasing new rules, and if you want to charge for your content, you will have to make longer and longer videos.

If you want to participate in the TikTok Creativity Program, you must meet certain requirements. The first one must be over 18 years old and you must also reach a certain number of subscribers and views on your videos. However, the new star of this rule is the section that specifies the length of the video. It explains here what you will need to create “original, high-quality videos lasting more than one minute“.

In a statement to edge, TikTok spokesperson Zachary Kizer details how the calculations will be made to distribute cash earnings to each creator. Kizer explains that it’s not about in-app advertising revenue, but calculation between qualified views and RPM. So, we have a figure that will fluctuate depending on the indicators achieved. For example, audience participation in commercials and audience region.

According to TikTok, this new requirement will “stimulate creator creativity, generate more revenue potential, and unlock more exciting real-world opportunities.” Of course, at the moment the company did not report how much income increased – if any – in relation to the previous monetization model that existed on the platform.

When will the TikTok creative program be available?

TikTok has already begun rolling out the Creativity Program beta to users in the US, France, and Brazil. Those that are already part of the original monetization system will be able to participate in the new model. However, once you’ve made changes, you won’t be able to go back to the previous one.

The company has faced numerous complaints from content creators, and this is due to economic reasons. The latter believe that the initial monetization fund did not bring in enough money stay on the platform. Now, while the company is not specifying whether any economic growth will be at stake, it is allowing for changes in that regard.

The initial system was launched in 2020 under the name Creator Fund. This fund had a pool of $1,000 million. for its members, intended for distribution over the next three years. Well, three years have already passed and TikTok has started preparing its new monetization system.