What Is the TikTok Creator Fund?
The TikTok Creator Fund was TikTok's first direct monetization program for content creators, launched in July 2020 with an initial pool of $200 million that TikTok committed to growing to over $1 billion within three years. The program paid creators based on video views, engagement metrics, and content quality. However, TikTok deprecated the Creator Fund in late 2023 and replaced it with the Creativity Program Beta - a new initiative that pays creators significantly more per view in exchange for producing longer-form content (at least 1 minute).
How Did the TikTok Creator Fund Work?
The original Creator Fund operated on a fixed-pool model:
Eligibility. Creators needed at least 10,000 followers, 100,000 video views in the last 30 days, a US-based account, and had to be at least 18 years old. The requirements were designed to limit access to established creators.
Payment model. TikTok allocated a fixed daily amount to the Creator Fund pool and distributed it proportionally among eligible creators based on their views and engagement. This fixed-pool structure meant that as more creators joined, per-view earnings decreased - a structural problem that became a major source of creator dissatisfaction.
Payouts. Creators reported earning approximately $0.02 to $0.04 per 1,000 views, though rates fluctuated based on the number of active fund participants, audience location, and content category. A video with 1 million views might earn $20 to $40 - far below what creators could earn through brand sponsorships or other monetization methods.
Why Was the Creator Fund Controversial?
The Creator Fund became one of the most criticized monetization programs in the creator economy:
Declining per-view rates. Because the fund was a fixed pool shared among all eligible creators, rates dropped as more creators joined. This created a paradox - the program designed to reward popular creators paid less as TikTok grew.
Low payouts compared to competitors. YouTube's Partner Program pays creators approximately $2 to $12 per 1,000 views through ads, making TikTok's $0.02 to $0.04 per 1,000 views roughly 100x lower. This disparity made it difficult for creators to earn sustainable income from TikTok views alone.
Algorithm concerns. Some creators reported that joining the Creator Fund appeared to reduce their organic reach, though TikTok denied any algorithmic penalty. The perception alone was enough to discourage some creators from enrolling.
What Replaced the Creator Fund?
TikTok launched the Creativity Program Beta in early 2023 as a replacement:
Higher payouts. The Creativity Program reportedly pays 10 to 20 times more per view than the original Creator Fund. Creators have reported CPMs (cost per thousand views) of $0.50 to $1.00 or higher, compared to $0.02 to $0.04 under the old program.
Minimum video length. Only videos at least 1 minute long are eligible, reflecting TikTok's strategic push toward longer content that can support mid-roll advertising.
Quality focus. The program emphasizes original, high-quality content. Videos must be original (not re-shared from other platforms) and must meet community guidelines.
What Other Monetization Options Exist on TikTok?
Beyond the Creativity Program, TikTok offers several revenue streams:
TikTok Shop. In-app e-commerce allowing creators to sell products directly through their videos and live streams. TikTok Shop generated over $20 billion in global GMV in 2024, with the US market growing rapidly.
LIVE Gifts. Viewers can send virtual gifts during live streams, which creators convert to real currency. Top live streamers earn thousands of dollars per session.
Brand partnerships. The most lucrative monetization for most creators. Brands pay creators directly for sponsored content, product reviews, and campaign participation. Rates vary widely but typically far exceed platform-native monetization.
TikTok Pulse. An advertising program that places brand ads alongside the top 4% of content. Creators whose content is selected for Pulse placement receive a share of the ad revenue.
For startups evaluating TikTok as a distribution channel, understanding the monetization landscape helps identify which creators are motivated to partner and how the platform's incentive structure shapes the content that performs best.