TikTok will give content authors half of the income from video advertising
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TikTok said it is launching a new product that will allow content creators to sell ads alongside their posts and receive half of the revenue, a change for the video-sharing app, which has historically focused on independent creators. This is reported by The Wall Street Journal.
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New product
The Pulse Premiere product is part of the development of the TikTok Pulse program, which allows an elite group of creators to receive half of the revenue from video ads that appear immediately after they publish on TikTok.
The new product will offer similar benefits for accounts of select users, such as Condé Nast, BuzzFeed and NBC.
Although Pulse is only available to the first 4% of posts by its creators — based on metrics like likes, watch time and comments — the new product will sell ads to all posts from participating publishers.
The opportunity to sell ads on the most popular social media app comes as many brands struggle to cope with difficult economic conditions, leading to cost-cutting and layoffs across the industry.
For TikTok, this step creates another opportunity to generate revenue for the platform and helps improve the site’s relationship with advertisers and users.
Read also: Britain fined TikTok almost $16 million
“It’s about how we can really diversify our portfolio,” said Ray Cao, global head of product monetization strategy at TikTok.
The new advertising product appeared in connection with the fact that the program belonging to the Beijing company ByteDance can be blocked in the USA due to the threat of national security.
According to Cao, for advertisers, the new product is designed to provide greater transparency in relation to where they invest their money.
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News editor Roman Myronchuk writes on the following topics: Economy, finance, banks, cryptocurrencies, investments, technologies
Source: Ministry of Finance
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