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Remember the days when the maximum length of a TikTok video was 15 seconds? The limit has increased in a series of giant steps: to three minutes in July 2021, then 10 minutes in February 2022.

There’s a shift in the platform’s culture that goes along with this, and you can detect it in TikTok’s latest announcement of a scheme to pay creators.

The ‘Creativity Program Beta’ is initially launching in the US, France and Brazil, essentially as the successor to its TikTok Creator Fund. Here’s the key: “To start earning, creators must create and publish high-quality, original content longer than one minute,” explained TikTok.

As with the Creator Fund, people who are part of the program will be paid by TikTok for popular videos. However, the company has not announced any details of how those payments will work, or how much the overall pot is from which these royalties will be paid.

Music Ally’s next Learn Live webinar will help you understand what’s required for artists to thrive in new international markets!

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Stuart Dredge

Music Ally's Head of Insight

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