TikTok is about to reveal a new ad program that will share revenue with creators, Adweek has learned. The social media giant is planning to announce the so-called TikTok Pulse at the NewFronts presentation.
According to the report, advertisers could use TikTok Pulse for their ads campaigns to the top content in TikTok's For You feed. TikTok will also allow creators to earn a stake from the new program but only for those that have at least 100,000 followers. The company said:
We’re focused on developing monetization solutions and available markets so that creators feel valued and rewarded on TikTok. From the very beginning, we’ve committed to working with our community to bring new features that enrich the TikTok experience, and we look forward to continuing that journey with TikTok Pulse.
While it is yet to be revealed how much creators could earn by participating in the program, TikTok said Pulse will be available for 12 categories, including beauty, cooking, fashion and gaming.
The new program comes just a month after TikTok top creators qualified for Creator Fund faced multiple issues with the registration system, leaving them with no payouts. Although the true scale of the incident remains unclear, Bloomberg found that at least "dozens of users" on multiple social media platforms reported they had issues with signing up.
Moreover, many TikTokers don't see any financial benefits in publishing more on the video platform as other competitors — such as YouTube — offer way more for the same amount of content and followers.
For instance, Hank Green, a creator with over 6 million subscribers, revealed in a video on YouTube that he was making only 2.5 cents per 1,000 views on TikTok. This is a tiny fraction in comparison to what the influencer was earning on YouTube.