TikTok to launch ad revenue sharing program for creators

TikTok has announced an ad revenue sharing program with the social media platform’s most prominent creators, coming close to a model already used by its competitors.

The short-form video app has become hugely popular in recent years with more than a billion active users worldwide, but has come under fire for failing to provide creators with a way to effectively monetize content.

Under the new TikTok Pulse program, companies can place their ads next to user content in specific categories including health, fashion, cooking, games and more – and creators will get a piece.

TikTok is donating 50% of ad revenue generated from a new contextual ad product to creators as it seeks additional ways to pay influencers for their content. Users whose videos appear in the feed alongside ads purchased through the program, dubbed “TikTok Pulse,” will be eligible for payouts. A creator must have at least 100,000 subscribers to get paid.

The 50/50 split is a bit lower than revenue-sharing deals at competitors like YouTube and Instagram. YouTube typically pays a 55% ad revenue share to creators for video ads. Instagram offered the same split for ads running in its TikTok Reels copy feature.

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