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‘We’ll give you money’: TikTok getting publishers’ attention by including them in $1 billion Creator Fund

Digiday 28 Aug 2020 04:01
August 28, 2020 by Tim Peterson

TikTok CEO Kevin Mayer may be jumping ship three months after joining the company, but some publishers are preparing to hop aboard the beleaguered social platform as TikTok opens its wallet to — and steps up its relations with — media companies.

When TikTok announced in late July that it would pay more than $1 billion to creators in the U.S. for posting to its platform, the money seemed earmarked specifically for individual video creators, such as TikTok’s homegrown talent, YouTube stars and Instagram influencers. But it’s not. 

TikTok has told publishers that they will be eligible to apply for the TikTok Creator Fund payments, according to publishers who have talked with TikTok about the Creator Fund. A TikTok spokesperson confirmed that publishers will be eligible in the next phase of the Creator Fund.

It’s unclear how much TikTok is willing to pay publishers, or how many publishers it is willing to accept into the program. To qualify for the Creator Fund money, publishers will need to have at least 10,000 followers on TikTok and have received 10,000 views over the last 30 days, according to the media executives. Those are the same requirements given for individual creators.

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TikTokCreator FundTikTok Creator FundTikTokCreative Learning Fund
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