Why TikTok stars are criticizing its creator fund
Being part of TikTok’s creator fund is apparently a lot less lucrative than it may seem, even for some of the app’s biggest stars. Over the last few days, some high-profile TikTokkers have taken the unusual step of publicizing how much — or in this case, how little — they are making from the fund.
TikTok is still relatively early in its monetization features for creators. Instead of a revenue sharing arrangement like YouTube’s Partner Program, TikTok pays its top stars out of a creator fund. Launched, the fund started out with $200 million, and TikTok said last year it was increasing the fund to $1 billion over the next three years in the U.S. But the company hasn’t provided details on how much it has distributed or how much participants can expect to earn.
But according to one prominent streamer, most creators are earning very little. Last week, Hank Green, who has more than 6 million followers on TikTok, shared a YouTube video titledIn the 24-minute video, he details his experience in TikTok’s creator fund, and estimates that he currently makes about 2.5 cents per 1,000 views on the platform — a fraction of what he earns on YouTube and about half of what he had previously earned on TikTok.
The problem, as he explains it, is that TikTok offers a steadily growing number of creators a portion of a “static pool of money,” that isn’t tied to TikTok’s revenue or its. The result is that each creator makes less and less, even as TikTok becomes more successful. “Because of the way that TikTok shares a lot of audience among a lot of creators, that ends up being less than a dollar a day for most of the people in the creator fund,” he said.
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