The internet is always changing. From the slow beginnings of simple and static web pages that took ages to load, to modern short content, attention-spanning pages blasting sound and colors at you, there are a lot of things that are different.
One of the platforms that changed the internet the most in recent memory is TikTok. The short-form video platform managed to grow its user base beyond anyone's expectation, and now it has become one of the most popular social media networks in existence!
But there is one problem that is hindering creators, growth, and of course, us the affiliates, and that is revenue! So, let's talk a bit about TikTok’s creativity program and how it should benefit everyone in the long run!
What is The TikTok Creator Rewards Program?
TikTok has become one of the top social media networks in the last 5 years, and a few years ago, their incredible platform almost lost a huge part of its creators. So what happened?
Well, as usual, money was the thing to blame. With the pandemic, and lockdowns well underway, creators noticed that there was a huge influx of users, comments, and followers to their pages. One thing that didn't change is the revenue they were getting for these clicks. Some creators went public with their earnings and for millions of views, some of them got cents.
Shocked just by how little TikTok pays compared to other platforms, they decided to take action. A lot of famous TikTokers and influencers on the platform decided to shift most of their online presence to other online platforms that paid more. This started affecting the creator pool on TT and they knew they had to change something if they wanted to continue working as they do right now.
So, in 2021, TikTok started developing strategies on how to best monetize the content they host on their site and make their biggest names more money so that they stay on the platform. Their first concept of this was the “TikTok Creativity Program”, that later evolved into the “TikTok Creator Rewards Program”.
In February 2023 They launched their beta version of the program, and slowly throughout the year it evolved into what it is right now!
How Does It Work?
The problem with monetizing short-form content is that people look at videos for only a few seconds and then they are off to the next video. This leaves their attention span at a low level and ads are not something they pay attention to. This means that advertisers are far less likely to pay for those ads as they usually consider them a waste of resources.
Due to that TikTok also doesn't have a proper way to distribute any ad revenue to the creators that pull in people to the platform. Their solution to this was to create a huge pool of ad revenue money, and then distribute it to the top creators based on the percentage of views they got.
For the big ones, this means that they could get a lot of money, while the creators lower on the popularity list were entitled to pennies for thousands of views, which is in itself, not enough.
This meant that the program needed to evolve and adapt to the changing industry trends. A big thing they introduced to the program is the possibility of gifting a particular creator with real money.
Central to the TikTok Creator Rewards Program is the concept of "coins" and "gifts." Users can purchase coins within the app using real money, which they can then use to purchase virtual gifts for their favorite creators during live streams. These gifts are essentially digital tokens of appreciation, ranging from virtual flowers to more extravagant items like sports cars or yachts, each carrying a corresponding monetary value.
Creators, in turn, can convert these gifts into Diamonds, TikTok's virtual currency, which can be exchanged for actual cash. The amount of Diamonds earned depends on various factors, including the number and value of gifts received, engagement metrics such as likes, comments, and shares, as well as participation in TikTok's monetization programs, such as ads and brand partnerships.
Impact on Users and Creators
The TikTok Creator Rewards Program has had a big impact on both users and creators alike. For users, it provides a more interactive and rewarding experience, allowing them to directly support their favorite creators and foster a sense of community within the platform. By purchasing gifts, users not only express their appreciation but also contribute to the financial well-being of creators, enabling them to continue producing high-quality content.
It's the same concept that subscriptions and donations serve on Twitch or Patreon for YouTubers!
For creators, the program represents an opportunity to monetize their popularity and creativity. In addition to ad revenue and brand partnerships, the ability to earn money directly from their audience through virtual gifts provides an additional stream of income. This not only incentivizes creators to produce more engaging content but also empowers them to pursue their passion on a more sustainable basis.
Eligibility For The Program
TikToks revenue sharing program has a couple of eligibility requirements, they are not that easy to reach for the average person, but if you have at least some following, you should be fine!
- Have a TikTok account that was registered in one of the countries in which the Creator Rewards Program is available.
- Be based in one of the countries in which the Creator Rewards Program is available.
- Have a TikTok account in good standing, including adherence to TikTok’s Community Guidelines and Terms of Service.
- Have a Personal Account. Business Accounts and accounts belonging to political or government organizations are not eligible.
- Be at least 18 years old.
- Have at least 10,000 followers.
- Have at least 100,000 video views in the last 30 days.
- Post original content.
- Post videos that are at least one minute long.
How to Join?
Luckily, applying to join is made very simple with just a few clicks!
- From your profile, tap the Menu button.
- Tap Creator Tools and then Creator Rewards Program.
- You’ll be notified regarding your application within three days of applying.
Why Affiliates Should Know About It?
If you have been paying attention then you would realize that the program is not meant for advertisers or businesses working with the platform. But that doesn’t mean that they don’t have any use for it.
For affiliates and marketers, understanding the TikTok Creator Rewards Program is essential for tapping into the platform's creator economy. With millions of users actively engaging with content creators and participating in the gifting process, the program presents a unique opportunity for brands to connect with their target audience in a more authentic and impactful manner.
Due to the program, marketers can easily find influencers that have a following that are ready to interact with them financially and are more likely to purchase services or products that they promote.
This also means that you can price your products and services in different models since you know how much on average users are giving the creator, so you know what their spending power is.
It also brings more users to the platform, which is always a good thing if you plan on reaching a wider audience. And with TT having a viable way of paying creators, it means that more big creators are incentivized to actually use the platform and post their content there!
Conclusion
TikTok is always evolving and adapting to the market for better or worse. Their Creativity Program is a great step in the right direction and without it or a similar program, it would be likely that its popularity would start to faint.
Sadly for TikTok, they still have ways to go to monetarily compete with Meta’s platforms or YouTube, and now with a US ban looming in the air, there might be more things they will have to change if they want to stay on top of their game!
What do you think of the creativity program? What changes would you introduce to make it better for users and marketers alike? Share your thoughts with us in the comments below!
Please log in to Facebook to access the comments section