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It’s been revealed that TikTok is running a secret UGC program that is paying creators thousands of dollars each money, solely to create content for brands.

TikTok’s Creative Challenge Program

Behind the scenes, TikTok has been quietly running an invite-only UGC program known as the Creative Challenge. This challenge brings creators and brands together, enabling creators to produce engaging advertisements. Creators involved in the Creative Challenge program are reportedly earning up to $34,000 per month. 

How Does the Creative Challenge Program Work?

Creators fortunate enough to be invited to the Creative Challenge program gain access to brand briefs hosted within a private section of TikTok. They can then create and upload videos that align with the guidelines directly within TikTok’s Creative Challenge section, bypassing their own channels. 

Ccreators have the opportunity to participate in up to 30 UGC ads per week, earning payment based on the ad spend for a duration of up to six months. Additionally, TikTok rewards creators with bonuses for achieving performance milestones. Screenshots indicate that monthly earnings range from $22,000 to $34,000, while bonuses vary from $200 to $6,000.

Exploring the Potential and Significance

The Creative Challenge program presents itself as an exclusive and potentially more lucrative alternative to TikTok’s Creator Marketplace. It showcases TikTok’s commitment to addressing the criticisms surrounding the low payouts from the Creator Fund. With just over 400 creators currently participating in the challenges and redeeming their rewards in a dedicated Discord server, the program promises a new avenue for creators to monetise their channel. Although details about the Creative Challenge program are limited online, it holds immense potential as TikTok acts as  matchmaker between brands and creators.

Performance-Based Revenue Model

While the Creative Challenge program requires creators to place trust in its payment structure, which operates on a revenue share/earnings schedule for each creative challenge, it also emphasises the opportunity for creators to monetise their skills rather than solely relying on access to their audience. This performance-based approach offers a different perspective, allowing creators to participate without posting on their own pages or even featuring themselves in the ads.

Harnessing the Power of User-Generated Content

The impact of user-generated content (UGC) cannot be underestimated. Approximately 50% of consumers credit UGC videos for helping them discover new products or services, and around 40% admit to being more likely to make a purchase after watching a creator’s review. The Creative Challenge program taps into the influential force of UGC, providing a platform for creators to showcase their talents, captivate audiences, and drive brand engagement.

Looking ahead, as the Creative Challenge program expands and matures, it has the potential to redefine the way influencers and brands collaborate. By acting as a matchmaker between talented creators and eligible brands.