TikTok is expanding its Effect Creator Rewards monetization program to more regions and lowering its payment threshold, the company announced today. Launched in May 2023, the program rewards creators for effects created through Effect House, TikTok’s AR development platform. TikTok has also updated the program’s payment model, as creators will now only be rewarded for effects used in public videos.
The program is expanding to an additional 33 regions, including Argentina, Austria, Bahrain, Belgium, Belarus, Chile, Colombia, Czech Republic, Denmark, Ecuador, Egypt, Greece, Hungary, Israel, Kazakhstan, Kuwait, Mexico, Morocco, New Zealand, Norway, Oman, Peru, Portugal, Qatar, Romania, Saudi Arabia, South Africa, Sweden, Switzerland, Taiwan, Thailand, Turkey and Uruguay. Effect Creator Rewards is now available in a total of 53 regions.
Previously, creators needed to use the effect on 200,000 qualifying videos within 90 days to start receiving rewards. Now, each effect only needs to be used on 100,000 qualifying videos to start earning rewards. When TikTok first launched the program last year, creators needed to use an effect in 500,000 videos to start earning rewards. In October the company lowered that number to 200,000. Today’s update brings eligibility requirements well below the program’s initial requirements.
In the updated rewards model, only effects used in eligible public videos are eligible for rewards, whereas in the past, eligible videos also included private videos. TikTok acknowledges that creators may receive fewer performing creator rewards for qualifying videos as a result of this change, but to compensate for this, it will abandon the flat fee model and will follow an RPM (revenue per mile) model.
Under the new model, creators will receive rewards based on the total number of eligible videos that use its effects in the first 90 days, the company told TechCrunch. Creators will begin collecting rewards when they reach 100,000 unique public video releases, and they will continue to collect rewards for each additional qualifying video until the end of the 90-day period, or until the maximum reward is reached. This change applies to all effects released starting today, while all effects released before today will continue to follow the previous payment and requirements model.
TikTok said some creators have reached the maximum payout of $14,000 per effect and $50,000 per month since launching the program last year.
Today’s announcement comes days after TikTok announced that its revamped Creator Fund has increased total creator revenue by more than 250% in the past six months. The fund launched a year ago, eventually replacing TikTok’s original $1 billion creator fund, and will exit beta in the coming weeks.
