Insights from a Website Planet interview with our founder SJ Searching reveal the hidden fallout for creators.

Hours after TikTok rewired its algorithm on May 20, 2025, mid‑tier creators saw revenues plunge by up to 90 percent, the interview shows. Nearly 60 percent of U.S. teenagers open TikTok daily, yet advertisers can now reach them only in broad strokes—raising existential questions for creators and brands alike.

Hours after TikTok rewired its algorithm on May 20, 2025, mid‑tier creators saw revenues plunge by up to 90 percent, according to a recent interview on Website Planet. Nearly 60 percent of U.S. teenagers open TikTok daily, yet advertisers can now reach them only in broad strokes—raising existential questions for creators and brands alike.

What Changed and Why It Matters

Teen‑Targeting Clamp‑Down
TikTok stripped precision ad targeting for U.S. users under 18. Brands must now rely on coarse signals such as location, language, and device—just as tougher COPPA enforcement looms.

Mandatory AI Disclosure
Every AI‑generated frame now carries a bright‑green “AIGC” tag, making synthetic content instantly identifiable and forcing higher production standards.

Depth Over Velocity
Videos longer than 60 seconds with 75 percent‑plus watch‑through and keyword‑rich comment threads now outrank rapid‑loop memes. TikTok also debuted “Message Us” conversational ads to monetise dialogue.

Show Me the Money

The legacy Creator Fund paid roughly $0.02–$0.04 per 1 000 views. Under the new Creator Rewards Program, original one‑minute clips that hold attention earn about $0.40–$1.00 per 1 000 views—so a million‑view deep‑watch video now grosses what once required 25 million hits.

Six‑Step Playbook for Creators

1. Think mini‑YouTube. Craft 60–90 second arcs with micro‑cliff‑hangers every 20 seconds and a clear payoff.
2. Seed the comments. Plant exact‑match keywords in the first three replies to guide TikTok’s language model.
3. Front‑load the hook. Promise value inside the first three seconds.
4. Publish three to five times weekly. Balance longer edits with consistency.
5. Own first‑party data. Swap cheat sheets or templates for email addresses as third‑party tracking fades.
6. Syndicate & shelter. Repost to YouTube Shorts and Reels and move superfans into Discord or Telegram to hedge against a U.S. ban.

“TikTok just traded sprinting virality for marathon engagement,” says SJ Searching, founder of The Techno Tricks. “Creators who treat each upload like a one‑minute show—complete story arc, seeded dialogue, clear next step—are seeing CPMs jump ten‑fold even as casual loop‑hunters disappear. The platforms change, but narrative discipline still pays.”