TikTok plans to hand up to $300 million to European creators, as Facebook reportedly tries to lure away high-profile users with cash

With over 110,000 followers on TikTok, Song tries to film every day. Angelica Song

TikTok has announced a $300 million creative fund in Europe. It mirrors a larger fund announced for the US on July 23.
The company has not yet said who can apply for the fund, which is designed to help creators make money from the platform.
Currently, creators can only make money on TikTok from brand deals or donations.
The news comes after a report in the Wall Street Journal said Instagram Reels, an upcoming Facebook-backed competitor, was offering TikTok’s biggest names hundreds of thousands of dollars to defect.
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TikTok says it will hand up to $300 million to European creators over the next three years, giving them the chance of earning a living on the short-video platform.

The new European creator fund will kick off at $70 million in its first year, TikTok said Thursday, and rise to an estimated $300 million within three years.

The fund is the European version of a scheme TikTok announced for the US on July 23. The US fund is $200 million for its first year.

Creators looking to apply for the US fund must be 18 years old or older, meet a certain baseline for followers, and meet TikTok’s requirements around posting original content. TikTok hasn’t detailed eligibility criteria for Europe, but says it’ll provide more detail in the coming weeks.

TikTok creators can currently only make money on the platform through brand deals or donations. Alongside the fund, TikTok revealed that 12,500 creators have brokered deals to mention products in their videos through the company’s Creator Marketplace.

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The new cash comes as Facebook reportedly circles high-profile TikTok creators to lure them away to its rival short-form video feature on Instagram, Reels.

UK-based Anna Bogomolova, who has 2.3 million followers on the app, suggested the fund could help creators buy …read more

Source:: Business Insider

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