TikTok is paying for longer videos to go viral

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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.

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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.”

David Vendrell

Born and raised a stone’s-throw away from the Everglades, David left the Florida swamp for the California desert. Over-caffeinated, he stares at his computer too long either writing the TFP newsletter or screenplays. He is repped by Anonymous Content.


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