TikTok plans on integrating the YouTube system of paying creators to help creators earn more on its platform. It plans on sharing a cut of the revenue it earns on ads that run alongside top creators’ videos. This way TikTok creators can earn more from ad revenue.
YouTube has been paying YouTube creators through this means and TikTok integrating it for its creators means that it is a more sustainable way of paying creators.
TikTok creators would now be able to earn 50 per cent of ad revenue gotten from their videos. That is, TikTok will share the revenue equally with creators.
However, this will only be shared with approved creators and publishers. Creators with at least 100,000 followers will be eligible to receive a share of ad revenues.
Before now, TikTok’s way of generating revenue for creators was through its “Creator Funds” initiative. It was designed to pay out users based on the popularity of their video.
However, many creators had considered the payout system to be less sustainable and inconsistent. It doesn’t offer them a sustainable payment stream compared to that of YouTube which paid users 55% of ad revenue.
However, this new payout system might be a more sustainable way of paying creators on the platform.
With TikTok Pulse, TikTok can run ads alongside the top 4% of every video on the platform.
According to a blog post, the initiative was introduced to help brands join rising trends. And help them create more ways to advertise their solutions to people.
Also, 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”.
TikTok Pulse is not yet available to users.
However, Sandie Hawkins, TikTok’s GM of North America global business solutions says it would be launching in June in the US and would spread across more markets soon.
Implication for readers
With TikTok Pulse not yet launched, it means that creators won’t be able to earn more revenue through this means yet.
However, creators would still be able to earn through its creator’s fund.