Why Creator Funds Are Back

As TikTok’s future remains in turmoil, competitors are trying to take advantage of the situation. One way is bringing back a tried-and-true tactic from 2021: creator funds. 

This month, companies including creator commerce app Flip, which competes with TikTok Shop, and newsletter publisher Substack announced programs that offer cash incentives with the hope of attracting more TikTokers to their apps. Instagram parent company Meta Platforms also brought back limited-time bonuses for Reels earlier this month, a program initially part of a $1 billion investment in creators four years ago.