TikTok Launches Pulse to Share Ad Revenue With Top Creators

Daniel Attoe
Daniel Attoe

Updated · May 05, 2022

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Creators with 100,000 or more followers can participate for a cut of the revenue from ads on their videos.

TikTok Pulse

TikTok announced on Wednesday that it is launching a “contextual advertising solution” that will let marketers place ads on uploaded videos. As part of the program, dubbed TikTok Pulse, select creators will get a share of the ad revenue.

“Marketers today are looking for the opportunities to be on the pulse of relevant cultural moments,” the company said in a statement. “Our goal is to build creative tools for brands to be discovered and connect with the broader communities around them. TikTok Pulse places brands at the heart of TikTok communities and alongside the trending content that is driving conversation and action.”

Pulse will place advertisements alongside the most engaging videos – the top four percent. There will be twelve categories so that brands can attach their ads to the most “culturally relevant content.”

“These categories include favorite content from beauty and fashion to cooking and gaming and so many verticals the TikTok community loves engaging with,” TikTok explained.

Not all TikTokers can take part in Pulse, at least for now. The social network is opening the program to creators, public figures, and media publishers with at least 100,000 followers. 

Available in 150+ countries, TikTok is one of the biggest social media platforms in the world. The company has come under the spotlight for the scarcity of monetization options for creators compared to rivals like YouTube. It is now trying to reverse that narrative and will split ad revenue 50-50 with eligible TikTok Pulse participants.

Pulse will launch in the United States in June and will spread to other markets in the fall.

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Daniel Attoe

Daniel Attoe

Daniel is an Economics grad who fell in love with tech. His love for books and reading pushed him into picking up the pen - and keyboard. Also a data analyst, he's taking that leap into data science and machine learning. When not writing or studying, chances are that you'll catch him watching football or face-deep in an epic fantasy novel.

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