TikTok has announced the launch of its new beta version of the Creator Fund, named the “Creativity Program,” which aims to generate higher revenue and provide more opportunities for creators. The new program is available on an invite-only basis for select creators, with availability coming soon for all eligible creators. While TikTok has not disclosed the amount of money allocated for the program or the number of followers or views required for eligibility, the company has noted that creators need to be at least 18 years old and have an account in good standing to be eligible. The new program was developed based on feedback from creators regarding their current earning opportunities with the Creator Fund, which launched in 2020 with a $1 billion commitment over three years. However, the Creator Fund has received criticism from creators for its low payouts, with some reporting earning only a few dollars for videos that received millions of views.

TikTok’s new program promises a higher average gross revenue for qualified video views, but the specifics about payments have not been revealed. To start earning with the program, creators must create high-quality, original videos longer than one minute. TikTok’s current Creator Fund does not require videos to be longer than one minute to be eligible for payment. However, the company has been gradually expanding its maximum video length, and the new program rewards creators for posting longer content. Creators enrolled in the Creator Fund can switch to the Creativity Program, and those who are not enrolled can apply to the new program once available. Once enrolled, creators will not be able to revert back to the Creator Fund.

The Creativity Program also offers creators access to an updated dashboard with more insights into estimated revenue, video performance metrics and analytics, and video eligibility requirements. The new program expands TikTok’s current earning opportunities for creators, as its competitors, including YouTube, have also ramped up their offerings. YouTube has recently started sharing ad revenue with Shorts creators, giving it an edge over TikTok. However, TikTok is working on other ways to reward its creators, such as developing a paywalled video feature that would allow creators to charge users for accessing exclusive content.

The new Creativity Program is part of TikTok’s suite of monetization tools, including LIVE subscriptions, TikTok Pulse, and tips and gifts monetization features. As the app’s popularity grows, TikTok is focusing on retaining its creator talent by finding new ways to reward them.