TikTok announced on Thursday an expansion of its Creativity Program, its latest creator funding initiative aimed at getting its top stars paid in order to keep them posting to the app.

It had already rolled out the program to all U.S.-based creators in May and is now expanding its Creativity Program Beta to users in Brazil, France, Germany, Japan, Korea, and the U.K.

The initial beta Creativity Program was launched with selected U.S. creators back in February, and is basically the next evolution of TikTok's Creator Fund, providing more monetization opportunities for the app's top creators.

Though it does have a different focus to the original Creator Fund.

According to TikTok:

"The Creativity Program is built for you to create longer, higher-quality videos and unlock real-world opportunities. Earnings will be based on qualified views, providing up to 20 times more than previously paid by the Creator Fund."

So, essentially, more money for more content, but also encouraging a wider variety of focus in content within the app.

This will be a welcome addition for some of the top TikTok stars, and those who haven't drifted off to YouTube yet. Although entry thresholds are still fairly steep.

To qualify for the Creativity Program, you need to have at least 10,000 followers in the app, and have generated 100,000 video views in the preceding 30 days.

Depending on your outlook and where you are on your own trajectory with TikTok, that may be a great deal, but for those who already fulfill these criteria, it will offer another revenue stream off of their work, therefore creating greater motivation to continue building a presence on the app.

Enough to keep them aligned to TikTok rather than moving to greener pastures, though?

One major challenge for the app has been providing sufficient incentive in the form of revenue sharing: though short-form video interest remains on the upward swing, it can't just dub on pre- and mid-roll ads to 30 seconds of clips. That makes direct content monetization harder, so TikTok's been doubling down on other features, like live-stream donations and in-app shopping, with hopes that will provide supplemental income opportunities for its stars.
But you can earn direct money off your YouTube long-form content, which also includes Shorts to push users to your channel, and Facebook and IG add more direct revenue streams, and TikTok has yet to develop the tools to compete with these platforms on that end, but perhaps through focused funding initiatives like this, it'll be able to provide more channels to keep some of its best talent paid.