Social media can open up a world of opportunity for creators. In addition to fame, TikTok creators can also make money if they position themselves well or have a large following online.
TikTok is one of the platforms that does just that, adding a way for creators to monetize their content. TikTok enables top creators to share ad revenue with advertisers through its program Pulse.
TikTok launched Pulse, a revenue-sharing program that allows brands to partner with creators, public figures and media publishers and split ad revenue 50/50.
Helping brands keep their finger on the pulse of entertainment and culture TikTok, we’re excited to introduce TikTok Pulse, a new contextual advertising solution that lets advertisers place their brands next to trending content in their For You Feed. Pulse is designed to give brands the tools and controls to become part of the everyday moments and trends of engaging communities.
But the program isn’t open to all creators on . However, it’s exclusive to the platform’s top 4% of videos, and only creators with at least 100,000 followers are eligible.
This is first revenue-sharing plan, but not its first monetization plan. In December 2021, launched Creator Next, a program that helps creators connect with brands to monetize their content on the platform.
Did not disclose how many creators will join the Pulse program in its early stages, but it will initially only roll out to creators and advertisers invited to join the program in the U.S. in June 2022. will then roll it out to more brands and markets over the next few months.
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How TikTok Pulse will help top creators make money with ads
Pulse allows brands to appear on TikTok’s coveted For You page alongside creators‘ videos. They can post videos on TikTok in 12 categories, including fashion, beauty and personal care, cooking, and baking, cars, games, and sports. Any money earned from that placement is then split, with the creator keeping half.
Typically, a brand-creator partnership involves the brand paying the creator an agreed-upon amount for one or more posts, without the creator sharing the revenue. Although through affiliate links, creators receive a small percentage of their income whenever someone purchases a product using their special discount code.
Creators can make a lot of money on TikTok, although it depends on many factors such as where you live and how many followers you have. Even so, it’s audacious that TikTok gives creators half of a brand’s revenue, though we can almost see why.
As stated in the blog post:
Marketers today are looking for opportunities to keep their finger on the pulse of relevant cultural moments. Our goal is to create creative tools for brands to be discovered and connect with the wider community around them. TikTok Pulse places brands on the community and trending content that drives conversation and action.
The idea is that Pulse aligns brands with the upper class of creators who may be popular in their posts or get a lot of engagement, so those brands can reach out and connect with their target communities.
TikTok wants creators to be on , and the program gives eligible creators a sense of exclusivity.
Is TikTok Pulse fair to all creators?
While this is a great move for top creators on TikTok, it’s not fair to creators with a smaller following.
Sometimes micro-influencers have higher engagement rates than macro-influencers; those with influencers shouldn’t miss out on such a huge monetization opportunity. Creators participating in the TikTok Pulse program may also end up being favored over others due to demand, limiting monetization opportunities for others.