TikTok asks creators to make longer videos to make more money

Video platform TikTok asks creators to make videos longer than one minute to qualify for the Creativity Program, a way to make money on the app. Until now, TikTok has distinguished itself with short videos.

To qualify for the Creativity Program beta, creators must have a minimum number of followers and views, as well as create videos longer than one minute. This deviates from previous guidelines for making money within the app and indicates that the platform wants to encourage creators to make longer videos.

The Creativity Program is the successor to the Creator Fund that TikTok has had for several years and which pays out money to makers of popular videos. Creators who fall under the program will have access to a new dashboard to better estimate videos and expected turnover than has been possible until now. With such programs, TikTok wants to increase the turnover of creators to make TikTok a more attractive platform for publishing videos. Many creators on TikTok now make much of their money on other platforms like YouTube and Instagram.

Until now, TikTok has distinguished itself with short videos that can be played in quick succession. TikTok follows YouTube, which years ago built in incentives to make longer videos. That was to provide more places for advertisements, so that YouTube and its creators could make more money on the platform.