Social media can open up a world of opportunities for creators. In addition to becoming famous, creators can make money if they are well positioned or have a lot of online followers.
TikTok is one of the platforms that make it possible and is adding one more way for creators to monetize their content. TikTok offers top creators the ability to share advertising revenue with advertisers through its Pulse program.
What is TiikTok Pulse and how does it help creators make money through ads? Let’s find out.
TikTok wants to share advertising revenue with creators
TikTok has launched Pulse, a revenue-sharing program that allows brands to partner with creators, public figures and media publishers, and split advertising revenue 50/50.
The program was announced in a TikTok blog post, which states:
To help brands stay on the pulse of entertainment and culture at TikTok, we are thrilled to introduce TikTok Pulse, a new contextual advertising solution that allows advertisers to place their brand next to the main content of For You Feed. TikTok Pulse is designed to provide brands with tools and controls to be a part of these everyday moments and trends that engage the community.
But this initiative is not open to all creators of TikTok, but is exclusive to 4% of the most important videos on the platform and only creators with at least 100,000 followers will be eligible.
This is TikTok’s first revenue sharing program, but not its first monetization initiative. In December 2021, TikTok launched Creator Next, a program that helps creators connect with brands to monetize their content on the platform.
TikTok has not revealed how many creators it will include in the Pulse program in the early stages, but will initially only launch invited creators and advertisers to join the program in the US. brands and markets in the following months.
How TikTok Pulse will help top creators make money through ads
Pulse offers brands the opportunity to appear alongside a video from a creator on TikTok’s coveted For You page. They can appear in TikTok videos in 12 categories, including fashion, beauty and personal care, cooking and baking, automotive, games and sports. The money obtained from that placement is divided, leaving the creator in half.
Typically, brand creators’ associations consist of brands that pay creators an agreed amount of money for one or more publications, and the creator does not receive any share of the revenue. Although, with affiliate links, creators get a small percentage of revenue whenever someone buys a product using their special discount code.
Developers can make a lot of money on TikTok, though it depends on a number of factors, such as where you live and how many followers you have. Still, TikTok is bold enough to offer creators half of a brand’s revenue, though we can almost see why.
As explained in the blog post:
Traders today are looking for opportunities to be on the pulse 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 places brands at the heart of TikTok communities and along with the trendy content that drives conversation and action.
The idea is that TikTok Pulse aligns brands with the top bark of creators who are likely to be trending or highly engaged in their publications, so that those brands can reach out and connect with their target communities.
TikTok wants creators to feel “valued and rewarded” at TikTok, and this program gives skilled creators a sense of exclusivity.
Is TikTok Pulse fair to all creators?
While this is a great initiative for the major creators of TikTok, it is unfair for creators with small followers.
Sometimes micro-influencers have higher engagement rates than macro-influencers; such influencers should not miss such a great opportunity for monetization. Developers who are part of the TikTok Pulse program may also end up taking precedence over others due to demand, which limits monetization opportunities for others.
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