Advertisers will be able to showcase their brands next to the best videos on TikTok in a new way. Ahead of its NewFronts presentation to advertisers scheduled for this afternoon, TikTok announced the launch of TikTok Pulse, a new contextual advertising solution that ensures brands are placed next to the top 4% of all videos on TikTok. The solution will be the first ad product that has a revenue share with creators.
The revenue share program will be available to creators and publishers with at least 100,000 followers on TikTok.
The program will launch in the U.S. in June of 2022, with additional markets to follow in the fall.
TikTok didn't say how many creators it would approve for the program. Longer-term, the move could help TikTok to attract more creators to its social video app, following its earlier investments in creator monetization. In December of last year, TikTok launched an online portal where it organized all the tools creators can use to make money on its app in one place. Here, creators can learn how to accept virtual gifts and payments from their fans. If they have at least 10,000 followers, they can apply to the creator marketplace to be connected with brands for sponsored content.
Advertising revenue share will be added to the list of creator monetization opportunities.
TikTok is an image.
The new program isn't just about helping creators. It's also about making sure advertisers have a safe environment for their content, similar to something like theYPP.
In addition to earning ad revenue from video ads on their channel, creators can also get access to other features like channel memberships, Superchat, and a merch shelf. For advertisers, YPP allows them to reach videos from creators with more traction and subscribers who have also been approved by YouTube for adhering to its content policies. This helps brands control their ads placement so they don't end up posted with hate speech or misinformation.
TikTok says its new program will be focused on making sure the creator content is suitable for advertisements.
An announcement from TikTok states that their proprietary inventory filter ensures that TikTok pulse ads are running next to verified content with the highest level of brand suitability applied on the platform.
The program will allow brands to target their ads to specific areas of TikTok. Beauty, fashion, cooking, gaming, and more are some of the things that can be seen with ads alongside videos.
Only advertisers invited to join the program will have access to TikTok. The plan is to roll out the solution to more brands in the months that follow.
The revenue share percentage for creators, ad pricing, and information about how soon someone browsing their For You page would see pulse ads appear were not shared by TikTok.
TikTok is going to pitch its platform to advertisers at the NewFronts later this afternoon, where the GM for its North America Global Business Solutions, Sandie Hawkins, and its Global Head of Business Marketing, Sofia Hernandez, will talk about TikTo.
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