A year ago, TikTok introduced a new way for creators on the platform to make money: make longer videos. The invite-only Creativity Program, then in beta, required TikTokers to post clips longer than a minute to qualify for monetization, demonstrating a shift in how the company wanted people to use its platform. It was a move away from the so-called short-form video style that made TikTok a household name in the first place.
TikTok says that creator earnings have jumped 250 percent in the last six months, and that the number of creators making $50,000 a month has doubled. As I wrote in January, it’s getting harder to distinguish what makes TikTok’s format different from classic YouTube videos: TikToks can be up to 30 minutes long, in some cases. The company also has been encouraging creators to post horizontal videos in exchange for the platform “boosting” that content.
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