TIKTOK SCRAPS $2B CREATOR FUND

Summary from the TLDR Marketing newsletter

TikTok’s $2 billion creator fund is ending on December 16th in the US, UK, Germany, and France. TikTok will instead pay creators through its Creativity Program, which rewards videos longer than 1 minute, signaling how long TikTok thinks videos on its platforms should be. A shift to longer-form video may be a triple win as advertisers, the platforms, and creators would all benefit from more ad space and greater time spent.