TikTok Faces Backlash as It Shifts Focus to Longer Videos, Alarming Some Creators

TikTok, the platform that gained immense popularity for its short-form video content during the Covid-19 pandemic, is causing a stir among creators as it transitions toward longer video formats. The move marks a departure from its original short-form approach that set it apart in the social media landscape. Starting this Saturday, TikTok will phase out its “Creator Fund,” and creators seeking to monetize their content will be required to participate in the new “Creativity Program Beta,” producing videos longer than one minute to qualify for payment.

While TikTok’s strategy shift aims to tap into potentially more profitable longer-form content, it has triggered concerns among creators who fear it may undermine the platform’s essence—quickly scrolling through diverse content and enabling easy video creation without extensive planning.

Creators like Nicki Apostolou, known as “recycldstardust,” express frustration, emphasizing that not every creator has a minute’s worth of content and that the platform’s charm lies in short-form videos. Critics worry that TikTok’s push for longer content might compromise the unique appeal that drew many creators to the platform.

TikTok spokesperson Zachary Kizer justified the move, stating that the new Creativity Program was developed based on feedback and learnings from the previous Creator Fund. The company aims to reward creators and enhance the TikTok experience, emphasizing the importance of community feedback.

The shift toward longer-form content is a strategic move by TikTok, following its competitors’ trajectory and potentially making the platform more appealing to advertisers. The longer videos offer greater opportunities for ads and monetization, contributing to the app’s revenue generation.

However, concerns linger among creators about the impact on user engagement, as TikTok has been synonymous with quick, engaging content. Some worry that the transition may alienate creators who initially joined TikTok for its short-form video focus.

TikTok has gradually introduced longer video options over the past three years, allowing users to post videos up to 10 minutes in length. The platform is currently testing 15-minute uploads. Last month, TikTok announced the shutdown of the Creator Fund in several countries, pushing creators to join the new Creativity Program for continued monetization.

Under the Creativity Program, adult creators with 10,000 or more followers can earn payments for videos longer than one minute, meeting specific criteria. TikTok encourages longer videos, asserting that they promote extended viewer engagement, trust-building through connection, information, and educational content.

Creators are divided on the shift, with some expressing concern about adapting to longer content creation and the potential impact on user attention spans. TikTok claims that creators making longer-form content have more than doubled their earnings in the past year. However, the move continues to spark debates within the TikTok community about striking a balance between monetization, content quality, and the platform’s distinctive characteristics.