TikTok launches' Creator Reward Program ', is the spring of advertisers here?

Latest news, TikTok has recently adjusted its monetization system designed to incentivize creators to produce longer videos. The original "Creativity Program" has been changed to the "Creator Rewards Program," and it is now fully open to all eligible creators.

According to TikTok, the new rewards program will only target video content longer than one minute, and will focus more onoriginality, watch time, search value, and audience engagement—four key value areas.

TikTok data shows that longer video content brings higher earnings for users. Since the system entered the testing phase, overall creator income on the platform has increased by more than 250%, and the number of creators earning over $50,000 (about 360,000 RMB) per month has nearly doubled.

In addition,TikTok also plans to expand its creator subscription feature, extending benefits such as exclusive paid content, badges, and personalized emojis to non-live content.

This means eligible creators will have the opportunity to sign up in the coming weeks and add more value to their communities by offering exclusive content and benefits.

However, although TikTok has given the "green light" to long video creation, the market environment's acceptance of such content remains uncertain.

An internal survey in 2023 showed that nearly 50% of users feel stressed by videos longer than one minute, and some users even choose to watch such content at double speed, which undoubtedly undermines the original intention and meaning of long video content creation.

But putting these issues aside, given TikTok's global influence and the "preferential treatment" this program offers to long video creators and advertisers, it will surely be steadily promoted.

In fact, we can see this from some of TikTok's data in recent years.

Steady growth in TikTok user numbers:

1. TikTok's global downloads continue to grow, surpassing 3.5 billion as of November 2023.

2. The app is available in more than 150 countries and regions, covering 75 languages and reaching a wide audience.

3. TikTok's download user base is expected to continue growing.

Data source: Diandian Data

Opportunities for global supply on TikTok Shop:

1. TikTok provides sales opportunities for global merchants, with over 1.1 billion active users.

2. Offers TikTok Shop e-commerce platform, live commerce, and advertising marketing.

3. Some merchants have successfully promoted their products and services through TikTok.

Data source: data.ai

Growth in TikTok Shop US region is a top priority:

1. TikTok's downloads in the US reached 110 million in 2023, a 100% increase.

2. The US is one of TikTok's largest markets, contributing more than half of its advertising revenue.

The youthfulness of TikTok users determines its future:

1. TikTok users are mainly young people, especially those aged 18-24, who account for the highest proportion.

2. Users pursue personalization and self-expression and have a high acceptance of new things.

TikTok's strong global sales:

1. Total in-app spending by TikTok's global users continues to grow, reaching $2.3 billion in 2023.

2. US users play an important role in global spending.

Data source: Diandian Data

Overall, TikTok as a global platform provides huge business opportunities for merchants, especially in the fields of e-commerce and advertising marketing, bringing enormous commercial value. This is also the reason why countless domestic brands want to go global via TikTok.

Although the US is currently proposing a ban on TikTok, which refuses to be separated, as Matt Schrader, a China affairs researcher who has worked at the US Congress and the German Marshall Fund think tank, wrote on "X":

"Even if the bill eventually passes, it will be an extremely weak 'ban,' because it can be easily bypassed on both iOS and Android systems. I can almost imagine that when the bill looks like it's about to pass, TikTok videos will pop up telling everyone how to change their app store region to Canada." (Source: Voice of America)