TikTok is introducing a new revenue model for its billion-user app’s top creators, as well as a new way for advertisers to access the cream of the short-form video crop. TikTok Pulse is an advertising service that allows advertisers to acquire inventory in the top 4% of all videos on the network across a dozen distinct categories (including beauty, fashion, cooking, and gaming). In the initial round of TikTok Pulse, creators and publishers with at least 100,000 followers will be qualified to enroll.
Who can Join the TikTok Pulse Program?
In the early stages of the initiative, TikTok did not specify how many creators it would accept. However, in the long run, the decision may help TikTok attract more producers to its social video app, after its previous investments in creator monetization. TikTok launched an online “Creator Next” platform in December, bringing together all of the tools creators may utilize to make money on the app in one spot. Creators can learn how to receive virtual gifts and money from viewers of their videos and TikTok LIVE content in this section. If they have at least 10,000 followers, they can apply to the Creator Marketplace to be connected with businesses for sponsored content.
TikTok Pulse will “begin exploring” the firm’s first advertising-revenue-share program with creators, public personalities, and media publishers, according to the company. The announcement coincided with TikTok’s NewFronts marketing conference.
Why TikTok Launched This Program?
TikTok officially joins the “creator economy” with the ad-revenue sharing plan, following in the footsteps of other internet platforms that compensate users based on advertising delivered with their work. YouTube has been at the forefront of this, having launched the YouTube Partner Program in 2007.
“We’re focused on developing monetization solutions and available markets so that creators feel valued and rewarded on TikTok,” the company, owned by Chinese internet giant Bytedance, said in announcing the program. “From the very beginning, we’ve committed to working with our community to bring new features that enrich the TikTok experience, and we look forward to continuing that journey with TikTok Pulse.”
The Launch of TikTok Pulse in the US
According to Sofia Hernandez, TikTok’s global head of business marketing, TikTok Pulse will launch first in the United States in June, with additional territories following in the fall. “This finally offers marketers something they have been asking for for years — to be part of a community,” she said.
According to market research firm eMarketer, TikTok’s net ad income in the United States will reach $5.96 billion in 2022, rising 184 percent year over year. According to the analyst, the app’s ad revenue will continue to climb in double digits, surpassing $11 billion in 2024.
TikTok is taking multiple precautions, according to Hernandez, to ensure that ads purchased through TikTok Pulse are “brand safe.” TikTok will use extra post-campaign measuring tools (such as third-party brand compatibility and viewability verification) for ad clients, and the app will use a proprietary “inventory filter” to scan material before advertising is delivered.
“Historically, we have really leaned into demographics” for ad sales, Hernandez added. “We believe that TikTok Pulse will give advertisers a way to put their messaging in front of communities of interest,” she said.
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