TikTok is stepping up its game to compete with Google by launching a new creator rewards program. This program encourages creators to post longer videos and optimize their content for search, aiming to enhance TikTok's competitiveness against Google's search engine and YouTube platform.
To be eligible for payments in the program, creators must post videos that are over one minute long, a requirement that TikTok has been testing in a beta program. The company will assign a 'search value' to qualifying videos based on their alignment with popular search topics. Factors such as originality, video watch time, user engagement (likes, shares, comments), and the assigned search value will determine a creator's payout.
To participate in the program, creators need to be at least 18 years old, have a minimum of 10,000 followers, and garner 100,000 views in the previous 30 days. Some creators have already been experimenting with search engine optimization techniques, such as analyzing hashtag trends and optimizing their profiles, to increase discoverability.
TikTok has introduced a creator search insights tool in select regions to help creators align their content with search trends. While some creators appreciate the focus on longer, search-friendly videos, others have expressed concerns about the app promoting false or sensational topics related to their content.
The platform's shift towards longer videos may benefit creators producing educational and informational content, allowing them more time to delve into topics. Creators will soon have access to enhanced analytics to track their video performance and revenue per one thousand views.
In a separate development, Axel Springer, the parent company of Business Insider, along with 31 other media groups, filed a $2.3 billion lawsuit against Google in a Dutch court, alleging losses due to the tech giant's advertising practices.
