Earlier in July, TikTok launched a new Creativity Program Beta which rewards creators for longer content, specifically videos over 60 seconds. Apart from this effort, the company also has a Creator Fund for videos of any length, an ad-revenue-sharing program, livestream gifts, an e-commerce-affiliate feature, and a $6 million fund for augmented-related creators.
The company announced the creativity program in February as an invite-only program and expanded its parameters in May to include all US-based creators who have at least 10,000 followers and 100,000 “authentic” views on their TikTok videos in the last 30 days. Participants must also be at least 18 years old and have accounts that are in “good standing,” according to TikTok’s website.
A TikTok spokesperson told Fortune that creators can earn up to 20 times more from the creativity program than its creator fund, for example, since it pays out more money each time a video is viewed. One couple, Devin and Hunter Cordle, even made $24,000 in June alone through the program. For the month of July, their earnings jumped to a little over $87,000. The couple hopes these kinds of payouts are consistent in the future because it would help them rely less on brand deals for income.
Zachary Newman, a food creator with 480,000 followers on TikTok, made $155 in June, his first month in the program. The next month, he earned $1,300.
“I think this program has huge potential, especially for food creators, because most of our videos are education-based which means they’ll be longer,” he told Insider. “Now, people are a lot more interested in why we’re making something and learning from it than just watching us do it.”
The incentive has even encouraged several creators to make the shift to making longer form content. Victoria Paris gained 1 million TikTok followers in six months after she began making videos in New York during the height of the pandemic. Since the shift, Paris has even tried her hand at recording voice overs — a technique she never thought to use before. “My videos have never been this long before,” Paris said. “I’m making them three minutes long now. I literally have never done that, and it’s doing really well.”