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"One of the issues you face is as more and more creators get involved, the cap on the Shorts Fund stays the same. So, you might be getting many more views. But because other people are as well, you're getting a smaller and smaller cut of the revenue," Ritchie said. The monthly payment amounts received through creator funds can be subject to fluctuations from month to month, further contributing to dissatisfaction. The Creativity Program Beta is aimed at rewarding creators who post videos longer than one minute and provides enhanced creator tools to those who meet the eligibility criteria. The program, which is a separate fund targeting established creators, promises higher rewards and is part of TikTok's ongoing efforts to attract and retain top content creators. "I think Facebook put a lot of effort into trying to replicate the TikTok experience," said V Spehar, host of "Under the Desk News," a short-form news show with nearly 3 million followers on TikTok. "We're seeing Facebook throw a bunch of money at Reels to try and lure people over. But I worry that once they get you over here, are they going to take care of you? And I don't think the answer is yes," Spehar added. "We're transparent with creators that the requirements and details of each bonus may vary by participant and the amount creators earn per play may not always stay constant," a representative from Instagram said in a statement. The most successful creators, like MrBeast and Benedetto, aren't relying on any of the platforms directly for their biggest revenue opportunities, with various methods for creators to monetize their content through partnering with brands, licensing deals and selling their products through e-commerce. "We had some viral short-form content with hundreds of millions of views that increased the viewership on the longer-form content as well," Potrel said. designer bags cyber monday

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