Over 200 brands were involved in the early piloting of the program, including TikTok’s sister app CapCut, plus-size dating app WooPlus and mobile game “Lords Mobile: Tower Defense,” according to Bousquet’s video. Screenshots shared in her video also show creators can earn bonuses from TikTok through the Creative Challenge feature for meeting certain requirements. For example, creators earn a $20 “newcomer bonus” for their first approved video submission through the program.
Additional bonuses are based on their ads’ collective performance, such as the “guaranteed bonus,” which grants a creator $200 if they have four brand-approved videos that generate at least $10 in revenue for the creator.
“Are we not going to talk about the fact that they’re literally asking people to create ads for free?” Bousquet says in the video uploaded in October. In an email to Ad Age, Bousquet said she hasn’t participated in the program because brands are automatically given perpetual usage rights to any user-submitted videos, which “is not something [she’s] comfortable with, personally,” she said.
Other creators, though, have taken part in the program. Creator Sydney McDonald told Ad Age that she has earned about $16,000 per month since she began using the Creative Challenge feature in February. In an email, McDonald said she has created videos for brands such as Uber Eats, Rocket Money and AI chatbot Genie through the program
In a video earlier this month, creator @nessaweight said that she has earned roughly $10,000 per month making ads for video games such as Fortnite and “Genshin Impact” through the program.