Under the new program, adult creators with 10,000 or more followers can earn payments from the app for videos longer than one minute that meet a number of other criteria. Last month, the platform informed creators that it would be shutting down the Creator Fund in the United States, United Kingdom, France and Germany, leaving them little choice but to join the new Creativity Program if they wanted to continue getting paid by TikTok for their content. The platform is now testing 15-minute uploads, although they aren’t widely available. Over the last three years, TikTok has steadily rolled out the ability to post longer videos on the app, increasing the time limit from one-minute to three-, five- and ultimately 10-minute videos. “But I’m interested to see how viewers are going to respond because what has kept people on the app is that the videos were short.” “I think TikTok is now, ‘We need to show that we can keep people staying on one video longer,’” Stein said. “The model of the short-form video was really useful when TikTok first launched, they could get people really quickly on the platform, it’s continuous scrolling and it goes fast,” said Krysten Stein, a critical media studies scholar and PhD candidate at University of Illinois Chicago. As we continue developing new ways to reward creators and enrich the TikTok experience, we value the feedback and direct insights from our community to help inform our decisions.” TikTok spokesperson Zachary Kizer said in a statement that the company developed the new Creativity Program “based on the learnings and feedback we’ve gained from the previous Creator Fund. “I feel like there are so many creators out there who came to TikTok because it was the short-form video app,” she said, “and now they want to be like ‘mini YouTube,’ and I feel like it leaves out creators who came there for the short-form content.” “I don’t always have a minute of content in me,” said Nikki Apostolou, a TikTok creator with nearly 150,000 followers known as “recycldstardust,” who makes content about Native American history and culture on the app. TikTok hits $10 billion user spending milestone The TikTok logo seen on a mobile phone screen in this photo illustration on 23 March, 2023 in Warsaw, Poland. The strategy could also encourage users to spend even more time on an app that some teens already say they’re using “almost constantly.”īut some TikTok creators are frustrated with the move, worrying it will take away from what initially made TikTok so popular: the ability to quickly scroll through lots of different kinds of content, and for nearly anyone to easily make videos without extensive planning or resources. TikTok’s shift to longer-form content is in some ways a reversal of fortunes - it’s now following its legacy peers into a content format that’s often more profitable. On Saturday, TikTok will officially phase out its original “Creator Fund,” and creators who want to monetize their content will have to join the new “Creativity Program Beta,” under which they’ll have to make videos longer than one-minute if they want to get paid by the app. Those other platforms spent the following years trying to play catch-up to TikTok’s popularity, especially among the crucial teen demographic.īut now, the short-form video pioneer is changing course and pushing users to make and consume longer videos. Suddenly, Facebook, Instagram, YouTube and other social platforms were rushing to roll out similar products, encouraging users to make videos up to one-minute in length that would be displayed vertically, in a scrolling feed with endless recommendations for what to watch next. When TikTok took off in 2020 - with short dancing or comedy clips providing much-needed entertainment to many users at the start of the Covid-19 pandemic - it launched a short-form video arms race.
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