TikTok is paying for longer videos to go viral

The Future. TikTok is going full force to reward creators who regularly post videos over a minute long in a bid to make the platform more than a hub for short-form content. Considering the push by creators, Apple, and TikTok to also make horizontal videos a thing, TikTok could soon become more of a direct competitor to YouTube’s OG business.

Attention test
While YouTube is pushing users to make their content shorter, TikTok is trying to turn creators on to making it longer with the new Creator Rewards Program.

• An update on the “Creativity Program,” the initiative pays for “high-quality original content” that’s over a minute long to creators over 18 who have at least 10,000 followers and at least 100,000 views over the past 30 days.
• The rewards are graded on four criteria: originality, play duration, search value, and audience engagement.
• Creators can expect 20x the cash of the OG Creator Fund, with some early participants saying they’ve made as much as $100,000 per month.

TikTok claims that revenue for creators who post longer videos has grown 250% over the past six months. That’s great for creators but may take some getting used to for average users — Wired found that 50% of users said videos over a minute were “stressful.”