The most downloaded application at the start of 2022, TikTok remains behind on the remuneration of creators. This May 4, the video host has announced a new method advertising revenue sharing. Inspired by YouTube’s model, TikTok Pulse allows for 50/50 distribution between the platform and selected users. The system will first arrive in the United States in June 2022.
Pulse reserved for the 4% of the most viewed videos
In early April, eMarketer sensed this change of direction from TikTok. The analyst predicted a tripling of the social network’s advertising revenue in 2022. Currently, the application contains very few advertising formats. Content creators are paid through a “Creator Fund” which rewards them based on the popularity of their videos. With Pulse, TikTok wants to seduce advertisers and content creators.
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To be eligible for TikTok Pulse, creators must have at least 100,000 followers. Only their videos that are among the 4% most viewed on TikTok will be able to integrate advertisements from the Pulse program. By fulfilling these conditions, they will be able to enjoy 50% of the advertising revenue generated by their content. On Instagram the distribution is 55% for video creators, specifies Engadget.
Ads will only appear on pre-verified content to ensure brand protection. Advertisers will be able to choose from 12 categories to place their ads through Pulse. They will be able to associate their branded content with cultural topics that best correspond to their activity, such as “gaming”, “beauty” or “cooking”.
Convince advertisers
TikTok explains that Pulse aims to “ put brands at the heart of the TikTok community and alongside content that sparks discussion… The social network wants to use videos that generate the most engagement to attract advertisers. With this strategy, brands will be able to associate themselves with video content that creates buzz on the platform.
Creators have long felt they are paid too little by TikTok. The platform wants to reassure them and specifies that with TikTok Pulse, “ we will begin to explore our first ad revenue distribution with creators, public figures and content publishers. We want creators to feel valued and rewarded. »
Like TikTok, Google announced at the end of April that it wanted create ad template suitable for his Shorts videos on YouTube. The Californian giant had launched this short video format in response to TikTok. The ByteDance application remains far ahead, but Google will be able to use its experience with YouTube to improve the monetization of the Shorts.