TikTok, under a new program called TikTok Pulse, is opening up a new way for creators to make money. The company plans to start sharing a cut of revenue with top creators when their videos run alongside certain ads. 

The new Pulse program mirrors how YouTube pays out creators, and it could lead to more significant payouts from the platform, which has yet to offer a substantial way for creators to make money.

Source: Shahzaib Ahmed (TikTok)

As it stands, the program allows ads to be specifically run alongside “the top 4% of all videos on TikTok,” according to a new blog post by the company. In its introduction of the new feature, TikTok wrote, “To help brands be on the pulse of entertainment and culture on TikTok, we’re excited to introduce TikTok Pulse, a new contextual advertising solution that lets advertisers place their brand next to the top content in the For You Feed. TikTok Pulse is designed to give brands the tools and controls to be a part of these everyday moments and trends that engage the community.”

Creators and publishers with at least 100,000 followers are eligible to receive a cut of the revenue when their videos are included. TikTok will share 50 percent of ad revenue from Pulse with approved creators, Sandie Hawkins, TikTok’s GM of North America global business solutions.

TikTok’s Pulse will launch in June in the US, with additional markets coming sometime this fall.

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Rhea Sovani

Author Rhea Sovani

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