As TikTok continues to gain relevance with new users flocking to the platform everyday, it is no surprise that the app is putting in work to compete with other platforms when it comes to creator revenue opportunities. That being said, all of the short-form video app’s recent efforts brought about its latest ‘TikTok Pulse‘ program, an initiative that aims to improve creator monetization for all the TikTokers out there.
To begin, the ‘TikTok Pulse’ program is giving brands and advertisers the opportunity to display their ads next to top most engaging content meaning among the top 4% of all videos on TikTok; talk about maximum views!
As explained by TikTok:
TikTok offers 12 categories of Pulse in which brands can place their ads next to the most culturally relevant content. These categories include favorite content from beauty and fashion to cooking and gaming and so many other verticals the TikTok community loves engaging with. This creates an unparalleled opportunity to engage with the communities that matter most to brands.
Moreover, creators are also getting their fair share of benefits with TikTok’s first advertising revenue share program. Seeing that the previously established Creator Fund isn’t providing many perks for content creators on the platform, this new venture is giving both small stars and viral TikTokers with at least 100k followers (for now) a chance to generate sustainable, stable income just by posting on the app; you can say it is pretty similar to Youtube’s Partner Program.
Even though details as to how these initial changes will work are still unavailable, this step is definitely leading the app in the right direction and putting a stop to creators’ migration to a much more remunerative platform such as Youtube, where $28.8 billion were distributed among creators, encouraging them to stay active.
Looking back at all the social media platforms that have emerged over the past few years, we can’t help but remember Vine, a short-form video app where many influencers found their way to success before its buzz faded away when they did not get offered the opportunities that were provided for creators on other platforms. With the ‘TikTok Pulse’ program, it seems that TikTok is not in dangerous waters; however, we’ll be waiting to see how the new features will roll out, if they’ll meet users’ and advertisers’ expectations and if they will truly enrich the TikTok experience as promised by their team.
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