The Creativity Program, a new fund revealed today, is being beta tested in the US, France, and Brazil and supports past reporting by The Information on strategies TikTok is using to accelerate sluggish development in the US. The new initiative is presently only accessible via invitation, but the company says that soon it will be made available to all qualifying consumers.
To participate in the program, users must be at least 18 years old, have a minimum number of followers and views on their films, and, most intriguingly, create “high-quality, original videos that are longer than one minute.” Some people might be surprised by the emphasis on longer films; after all, TikTok was the key social media business that persuaded others to embrace short-form videos seriously. But TikTok has made it clear in multiple ways that long-form content, such as live streams, will become increasingly crucial for the platform.
According to Zachary Kizer, a representative for TikTok, the firm currently needs to disclose how much money will go into the new initiative. Kizer clarified that payments would not come from ad revenue sharing and that qualifying views and RPM would determine reimbursements. This figure could change depending on factors including audience geography and video engagement.
Although they won’t be able to return, creators who were a part of the first fund can convert to the Creativity Program Beta. The initial fund, which had a $1 billion pool for participants to be paid out over three years, was launched in 2020. While YouTube provides a large revenue-sharing program to content producers producing Shorts, with YouTube keeping 55 percent and paying creators 45 percent, Meta vowed to spend $1 billion on creators by the end of 2022.
