TikTok, a service for creating and watching short videos, plans to provide content creators with a new way to earn money. The service is launching a new program, under which it will transfer a portion of the revenue to top creators in case ads run alongside their videos. A similar model for rewarding content creators is used by video service YouTube.
The new program, called TikTok Pulse, will specifically run ads with the “top 4% of TikTok videos,” the company announced in a blog post. However, not everyone will have the opportunity to earn money from advertising. Creators and publishers with at least 100,000 subscribers will be eligible for a share of ad revenue.
To help brands take the pulse of entertainment and culture on TikTok, we’re excited to introduce TikTok Pulse., a new contextual advertising solution that allows advertisers to place their brand alongside the main content of the For You feed. The TikTok Pulse will give brands the tools and controls to be part of those everyday moments and trends that engage the community.
TikTok will share ad revenue with video creators
“TikTok Pulse is designed to give brands the tools and controls to be part of those everyday moments; and community-engaging trends,” the company said. Additionally, TikTok will share 50% of ad revenue with approved creators, Sandie Hawkins, CEO of TikTok of Global Business Solutions North America, told The Verge. Almost the same amount is provided to content authors by the YouTube video service.
Today, marketers are looking for opportunities to be on top of relevant cultural moments. Our goal is to create creative tools for brands to be discovered and connect with the wider communities around them. TikTok Pulse puts brands at the heart of TikTok communities; and alongside trending content that drives conversation and action.
TikTok Pulse will launch in June in the US, Hawkins said; after which, it will be available to creators in more parts of the world this fall.
Creators and publishers are at the center of entertainment on TikTok. With TikTok Pulse, we will begin exploring our first ad revenue sharing program with creators, public figures and media publishers. Creators and publishers with at least 100,000 subscribers will be eligible in the initial phase of this program. We are focused on developing monetization solutions in available marketplaces so creators feel valued and rewarded on TikTok. From the start, we were committed to working with our community to bring new features that enrich the TikTok experience; and we look forward to continuing this journey with TikTok Pulse.