TikTok, the trailblazer in short-form videos, is pivoting to longer content, a move that has sparked concerns among creators. The platform is officially discontinuing its original “Creator Fund,” and creators seeking to monetise content must now enrol in the “Creativity Program Beta,” necessitating videos longer than one minute for compensation. While TikTok suggests that longer videos foster greater viewer engagement, some creators argue this shift contradicts the app’s initial appeal of quick, diverse content. The move follows the evolution of TikTok, gradually increasing video time limits and experimenting with up to 15-minute uploads.
The new Creativity Program is designed for creators with 10,000 or more followers, offering payments for qualifying videos that exceed one minute. TikTok highlights the potential for increased pay per video under the program. The shift aligns with broader trends, as longer-form content often facilitates better monetisation through various ad and revenue possibilities. Critics worry it might disadvantage creators who initially joined TikTok for short-form content and who find generating longer videos more challenging or time-consuming.
TikTok’s move might be strategic for advertisers, enabling longer ad formats and increased monetisation opportunities. Creators have adapted to this change, with some already reporting substantial earnings under the new program. Nevertheless, TikTok’s transition to longer content raises questions about viewer response and whether users will continue to engage at the same pace with extended videos, potentially impacting the app’s unique appeal. The company asserts that video recommendations will remain based on user preferences rather than length.