TikTok Pulse Gives Creators Another Way to Make Money on the App
TikTok is giving advertisers another way to access its billion+ active users: creator collabs.
With Pulse, advertisers can "place their brand next to the top content in the For You Feed." TikTok doesn't really explain how this will show up for people scrolling in the app, but a GIF shared by TikTok suggests it may look similar to sponsored content you'd see on Instagram.
Launching in the US next month with 12 categories, Pulse promises to "supercharge" exposure by placing ads next to the top 4% of beauty, fashion, cooking, gaming, pets, TV and movies, auto, sports, and other content appearing on the For You Feed. Creators and publishers with at least 100,000 followers will be eligible in the initial stage of Pulse and they'll get a 50/50 cut of the revenue generated by any partnerships, TechCrunch reports.
Early-bird partners include the Interpublic Group (IPG) and OMG agencies, with more brands expected to sign up later this year, TechCrunch says.
Pulse is being viewed as TikTok's answer to the YouTube Partner Program. What we don't know yet is how the video platform intends to limit which ads can be seen where, and exactly when viewers will see these ads start appearing in their feed.
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