Flip, which lets shoppers share video reviews and earn cash based on engagement, launches a creator fund that grants up to $100M of equity over 5+ years
“Within 72 hours of launching the program, nearly 10,000 influencers have applied, according to Vivas. … Abdulla AlBanna : We're sharing the upside with our community through a $100M Creator Fund. If you're a content creator, join us on Flip! — https://lnkd.in/... Idan Netser : Flip - strategic, clever, appropriate and incredible. No additional words are needed... Flip, the TikTok Shop rival, launches a creator fund that grants up to $100M of equity value Yuval Rechter : Eduardo Vivas talking to TechCrunch about Flip's new $100M creators fund, some really strong traction: …
Context & Ripple Effects
Flip had already financed its shopper-video marketplace, including a $144M Series C at a $1.05B valuation in 2024. The new program shifts its creator pitch from engagement-linked cash earnings toward a longer-term ownership incentive.
The approach echoes TikTok's direct creator-payment fund, but applies equity rather than a cash pool. Nearly 10,000 applications in the first 72 hours indicate that the offer is immediately resonating with prospective creators.
First-order effects
- Creators accepted into the program can receive a share of up to $100M in equity value over more than five years, tying part of their compensation to Flip's long-term outcome.
- Flip gains a differentiated recruiting and retention tool as it competes with TikTok Shop for creators who produce product-review videos.
Second-order effects
- Rival commerce and social-video platforms may face higher creator-compensation expectations, particularly from creators who can bring review content and audiences to multiple services.
- If the applicant pool converts into active contributors, Flip can expand the supply of shopper-review videos; the program's ultimate cost to Flip depends on the terms and future value of the equity.
Third-order effects
- Creator programs are evolving from pure audience-acquisition spending toward structures that position creators as economic participants in the platforms they help build.
- The model makes creator incentives more dependent on liquidity and platform performance, potentially widening the difference between large platforms able to offer durable upside and smaller rivals relying on cash payouts.
The trend: Social-commerce platforms are increasingly competing for creators with ownership-style incentives, not just per-post or engagement-based payments.