TikTok Announces Creator Resources & Monetization Updates
TikTok
TikTok has announced updates for creator resources and monetization features. Here is a breakdown of the key updates:
Creator Academy: The Creator Portal has now been rebranded as the Creator Academy. With this educational hub, creators can find regularly updated resources, courses, articles, videos, and insights across creation tools, content skills, monetization features, and more. This is currently in testing and will soon be available in seven different languages, along with the ability for creators to access it in-app through the Creator Center.
Creator Rewards Program: The Creativity Program is now called the Creator Rewards Program, where TikTok will continue to incentivize creators for minute-plus videos, along with other factors such as originality, playback duration, search value, and audience engagement. According to TikTok, since the launch of the program, creators have seen over a 250% increase in creator revenue. Additionally, the number of creators making $50,000 from it each month is almost doubling.
Subscription: A newly designed version of the Subscription feature is being rolled out to non-LIVE creators. Initially, it will be invite-only, but at a later date, eligible creators will be able to sign up to monetize through exclusive content and benefits, similar to what LIVE creators have been able to do.
Why It Matters: TikTok’s creator monetization features are ever-evolving, with the platform continually looking for new ways to help creators monetize while also catering to its own needs. The now-named Creator Rewards Program is a prime example of this. With increases in creators and more creators making at least $50,000 for pushing out videos longer than a minute, it unveils what seems to be a better monetization program than what TikTok initially had with the Creator Fund. Yet, without more context around what previous results were for creators, it's hard to understand the full extent.
TikTok’s updates come as it faces another potential US ban and calls on creators to fight it. It's unlikely that TikTok will get banned, but it's a good reminder for creators and brands to diversify their presence so that they aren’t at the liberty of one specific platform.
