How to Make More Money on TikTok
Inside the TikTok Creator Rewards Program
Hello and welcome to the 15 subscribers since the last time I remembered to do this intro, in advance of my fourth “Why YOUR Videos Went Viral” email. Also – if you’re in NYC, come see Stamptown this Saturday at Lincoln Center, as part of their Summer for the City series.
One of the most common questions I get asked is, “How do I make money on TikTok?”.
The boring answer is, Well, a lot of ways.
Of course, the most lucrative path is to deal directly with brands yourself, and rinse an unsuspecting skincare company for $50,000 per TikTok.
But the core ways to make money within the app, once you meet the basic qualifications1 are: the Creator Rewards Program, TikTok Shop, Video Gifts, the Creator Marketplace, LIVE rewards, Subscription, Series, and "Work with Artists”.
I tend to focus my efforts on the Creator Rewards Program, largely because TikTok Shop, the Creator Marketplace, TikTok LIVE, and Work with Artists all feel manipulative / predatory, Subscription is Patreon with extra steps, Video Gifts are practically non-existent, and Series has been quasi-sunset.
We’ve covered this in the past, but as a refresher:
What is the Creator Rewards Program, and how does it work?
According to TikTok’s own website, in order to collect rewards under the Creator Rewards Program, videos must meet the following requirements:
Must be original and high-quality content that is filmed, designed, and produced entirely by yourself.
Be at least one minute long.
Uploaded after joining the Creator Rewards Program.
Have at least 1,000 qualified For You feed views.
Doesn't include advertisements, disinformation or misleading information, paid promotions, sponsored content, or videos linked to a Series.
Adheres to our Community Guidelines, Terms of Service, and Copyright Policy.
The major update since we last explored the Creator Rewards Program is that there are now two types of Rewards within the CRP.
Previously, there was only what’s now been retroactively labeled “Standard Rewards”.
But about 3-4 months ago, TikTok introduced a huge variable – “Additional Rewards”.
I’ve seen many instances of the “Additional Rewards” generating more revenue than the “Standard Rewards”. People are making thousands of dollars on individual videos.
So today we’ll explore the difference between the two.
If you have not yet been accepted into the Creator Rewards Program, you will need a list of qualifications which I’ll link in the footnote at the end of this sentence.2
Standard Reward Criteria
This is the basic payout you’ll receive and is calculated using the qualified video views and RPM (reward per mille3) for eligible videos. Bolding done by me.
Qualified Views:
Views with a watch time of at least 5 seconds
Only one view from each user is considered
Views are not from advertising traffic, paid promotions, or sponsored activities
Views are from the For You Feed
RPM:
Revenue per mille or how much you collect per 1,000 qualified views, depends on:
Total play time of videos
Percentage of videos watched in full
Percentage of highly engaged followers
Regional distribution of qualified views
Your account’s advertising value
Video performance: Includes average watch time and video completion rate
Search performance: Includes video views in the Search page and related topic searches after watching your video
A good target RPM is $0.80.
Additional Reward Criteria
Now have a look at what factors contribute to an “Additional Reward”, which is an extra payout for 1-min+ videos based on three key factors.
Well Crafted
Clear visuals and polished editing help you stand out and keep your viewers interested in what you have to say.
Unique perspectives, fresh ideas, and staying true to your authentic self can attract and retain a loyal audience.
Your videos must be over 1080p to be eligible for the Additional Reward.
Engaging
Captivating 1 min+ videos that resonate with and inspire viewers
Increase watch time
Besides adding storytelling elements, you can also use the Creator Analytics tool to discover drop-off points in your videos, then adjust future content to find the best fit for your audience.
Improve search value
Take advantage of the Creator Search Insights tool. Scroll through popular search topics or dive into specific user interests to get inspiration for content with a higher search value.
Specialized
In-depth, 1 min+ videos that focus on a specific theme or expertise
Become the expert
Establish yourself as a trustworthy figure, whether you're a DIY genius sharing your latest how-to or a pro gamer teaching your viewers how to reach a hidden level.
Be consistent
Keep posting content in the same niche and style to be seen as an authority in your specialty.
When a video earns Additional Rewards, TikTok slaps a label on it that mentions one of these three factors, implying that it qualified because it was particularly “Engaging”, or “Well-Crafted”.
I’m still figuring out the math behind each factor, and whether or not all three need to meet a minimum threshold for a tag to trigger, or just the one. If you are someone with a high number of videos in the CRP, I’d love to take a peek under the hood.
That may have all felt like empty advice with no real insights, but I share it because it all comes directly from the TikTok app itself:
So what are your takeaways?
Mine are as follows:
TikTok doesn’t want “better” content. It wants longer content. The sudden emphasis on “1-minute+” videos isn’t about quality storytelling, it’s about advertisers. More seconds per video = more midroll and end-of-video ad slots.
“Well-crafted” means “looks like an ad”. Polished editing, 1080p, and clarity aren’t just creative preferences. The platform wants more videos that are indistinguishable from the eventual ad placed at the end of it.
These tools and resources are designed for the deeply uncreative. If you are someone who looks at what others are searching on TikTok to determine what you post, I am willing to wager you are not a massively creative individual.
Don’t mistake any of this as actual advice for anyone with an ounce of creativity, btw.
The platform’s dream creator isn’t Gen Z Bo Burnham, it’s Billy Mays with a ring light.
But if you are a comedian sitting on multiple hard drives full of high-quality footage of you being funny on stage, there is an easy path to meaningful short-term gains.
Not because TikTok values comedians. But because, every once in a while, you can trick the system into rewarding actual talent.
Usually some combination of 10K+ followers, a 100K+ minimum view threshold over the last 30 days, 18+ years old, residency in a participating/eligible region, etc.
Creators must meet the following criteria to join and collect rewards under the Creator Rewards Program:
• Be based in one of the countries where the Creator Rewards Program is available.
• Have a TikTok account in good standing, including no history of repeatedly or irresponsibly violating our Community Guidelines and Terms of Service policies and engaging in malicious or fraudulent activities.
• Have a Personal Account. Business Accounts and accounts belonging to political or government organizations aren't eligible.
• Have authentic account information, such as your real name and date of birth.
• Be at least 18 years old (or 19 in South Korea).
• Have at least 10,000 followers.
• Have at least 100,000 video views in the last 30 days.
• Post original content that's eligible for rewards.
• Post videos that are at least one minute long.
I like to think of it as Revenue per Thousand Views.