TikTok announced today that it’s launching the beta version of a revamped creator fund called the “Creativity Program.” The company says the program is designed to generate
higher revenue and unlock more opportunities for creators. The program is available starting today to select creators on an invite-only basis, with availability to all eligible
creators coming soon.
Given that the program is still in the early stages, TikTok declined to reveal specifics about the amount of money that it has allocated for the program. The company also didn’t
say how many followers or views creators need in order to be eligible for the program. TikTok did, however, note that users need to be at least 18 years old and have an account
in good standing to be eligible for the program.
The company says it developed the new program based on feedback from creators on its current earning opportunities, including its Creator Fund. The fund, which rewards creators
for popular videos, launched in 2020 with a $1 billion commitment over three years. Its model has been criticized by creators who have complained about low payouts, with some
saying they earned a few dollars for videos that got millions of views.
TikTok is now acknowledging these concerns with the launch of the new program. A spokesperson for the company told TechCrunch that TikTok has reworked its formula to offer a
higher average gross revenue for qualified video views with the new program, but didn’t provide specifics about what payments could look like for creators.