Under a new programme it calls TikTok Pulse, the company
will start to share a cut of ad revenue with top creators when their video runs
alongside certain ads.
The new monetisation scheme mirrors how YouTube pays its
creators, with TikTok saying that it would lead to more significant payouts
from the platform. The company later clarified that it would be a 50:50 revenue
split between it and creators
Pulse should provide a more stable way for creators to make
money on TikTok, with users relying on the company’s ‘creator fund’ which has
been criticised for inconsistency.
The new ‘contextual advertising solution’ will allow ads to
be run alongside “among the top 4% of all videos on TikTok.” Creators with at
least 100,000 followers are eligible to receive a revenue cut.
For advertisers, TikTok offers 12 categories of Pulse in
which brands can place their ads next to the most culturally relevant content.
These categories include favourite content from beauty and fashion to cooking
and gaming.
The company described Pulse as creating “an unparalleled
opportunity to engage with the communities that matter most to brands.”
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