TikTok launches Pulse, an ad revenue sharing program with the most popular creators. A way to reward and stimulate influencers, but also to attract new advertisers.
Good news for successful influencers: TikTok will finally pay creators! The social network has just launched Pulse, a revenue sharing program with its most active and popular members. “We will begin exploring our first revenue sharing program with creators, public figures and news publishers”explained the subsidiary of the Chinese group ByteDance in a press release. It was time ! Because unlike other social networks like YouTube, Instagram or Snapchat, TikTok did not redistribute anything – for the record, youtubers receive 55% of the revenue generated by their videos… However, the platform earns significant revenue thanks to the creators, with a figure of business estimated at some $4.6 billion in 2021. According to The Verge, the platform would split its revenue 50/50. Be careful though: the Pulse program will initially only concern accounts with more than 100,000 subscribers. Clearly, only popular creators. No question of hoping for a penny if your videos are only seen by your small circle of relatives…
Pulse: only for TikTok accounts with more than 100,000 followers
TikTok explains that this compensation solution will be put in place to make creators feel “valued and rewarded”. The goal is of course to motivate them, by giving them financial interest to stimulate their creativity. But also to attract advertisers. Car Pulse will be based on displaying contextual advertisements alongside the most popular content. TikTok will also guarantee advertisers that their advertising messages will be associated with verified and adapted content, “not damaging their image”. The goal is to improve the effectiveness of their campaigns by pairing them with videos that are in the top 4%, especially through users’ For You feed. “TikTok Pulse is designed to give brands the tools and controls to be part of those everyday moments and trends that engage the community,” further clarifies the press release.
Twelve categories of Pulse are planned: beauty, fashion, cooking, games… “It creates an unprecedented opportunity to engage with the communities that matter most to brands”. Post-campaign measurement tools, such as third-party brand appropriateness and viewability verification, will provide advertisers with the ability and transparency to analyze and understand the impact of their campaigns. This program, which will start in June in the United States, should extend to other markets in the fall: we do not know when or even if it will be offered in France. but it will be interesting to see how much it will actually earn for the most popular creators, if the numbers are circulating…