TikTok Introduces Effect Creator Rewards Program to Incentivize Creators to Develop AR Effects
Source: TikTok
TikTok has introduced the Effect Creator Rewards program, a $6 million fund that compensates creators for developing augmented reality (AR) effects. The program is currently available to creators in select countries, and payments will be based on their effects' performance. Starting from the launch, creators will receive $700 for every 500k unique videos that feature their effects within 90 days of release. They will then receive an additional $140 for every 100k videos that incorporate their effect. Creators can receive a maximum payment of $14,000 for a single effect and up to $50,000 per month.
Effect Creator Rewards program joins the TikTok Fund and Creativity Beta Program as ways for creators to directly monetize their content on TikTok. It also expands on the March launch of Branded Effects, which allows brands to partner with AR-focused creators to create custom AR effects that can be promoted through paid advertising.
When platforms incentivize creators to produce a particular type of content, it indicates what the platform desires more of. In this case, TikTok wants more effects. Why? Effects such as makeup try-ons lower the barrier for users to create content, particularly content that can piggyback on trends. This results in more content being produced, including actionable and engaging content, which drives up engagement and watch time. Plus, TikTok is expanding its pool of AR Effects creators, which will assist its Branded Effects advertising business by increasing the likelihood that brands can find the right creators to create branded assets for tentpole events and launches and lean on the platform's boosting capabilities.
TikTok is taking cues from Snapchat for integrating AR into social media. Snapchat, which has been a leader in the area for a few years, has built a strong foundation for AR through several initiatives, including its Snapchat Lens Creator Marketplace and AR shopping ads. This is a smart decision; AR seems to be the link between the real world and the metaverse.
