TikTok will pay creators of viral filters and effects

for the first time, tiktok is Introduction A fund for creators creating viral effects and filters – but based on the proposed payment structure, creators won’t be getting rich anytime soon.

TikTok’s Effects Creator Rewards program sets aside $6 million to pay creators of the platform’s most viral effects and filters based on how many videos are shared using their work. Effects used in 500,000 videos within 90 days of creation will earn the artist $700. Within those 90 days, creators earn an additional $140 for every 100,000 videos above the 500,000 baseline. This means that if your filter was used 1 million times in 90 days, you would walk away with $1,400. Only one video per person per day able — If a user posts a dozen clips with your filter in a day, it will be counted as one unique video towards 500,000.

Effects creators have long been frustrated by their inability to directly monetize their filters, which often serve as the basis for trends or are casually used by millions of people a day on TikTok. While the Impact Fund offers some reward for creators who create filters essentially for free, the bar is high to qualify for the baseline $700, and the total pool of $6 million only a fraction of the $1 billion TikTok fund. dedicated to popular content creators. last.

The other element of influence is that individual creators are competing with filters created and published by TikTok itself. For example, the viral Bold Glamor filter, introduced earlier this year, has been used in 58.6 million videos and was created by TikTok, as are other viral effects like Teenage Look, Old Face, and AI Manga filters. As of this writing, eight of the top 10 trending filters featured on my TikTok are created by the company.

Before Fund, people creating AR effects typically monetized their work by getting brand partnerships or commissions, or by selling their filters on the platform. some effects makers too work with tiktok To test or develop products and releases.