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TikTok's new premium ad program lets creators take a cut

Brands want to advertise next to the top TikToks. TikTok needs creators to make good videos. The new program is a win-win.

TikTok logo

TikTok Pulse launches to let brands advertise next to the top videos.

Image: TikTok

TikTok is rolling out a new advertising program that lets brands put ads next to the top 4% of videos on the platform — and for once, creators get a cut, too.

The short-form video app launched TikTok Pulse on Wednesday. The feature also allows creators with at least 100,000 followers to participate in a revenue-share program, the first ad product of its kind to do so, though it's unclear how many creators it will approve for the program in its initial stages, TechCrunch reported. To start, only advertisers that have been invited to the program will have access to it, according to TechCrunch, though TikTok plans to roll it out to more brands after launch.

TikTok Pulse gives brands the option to place their ads in 12 different categories of content, including topics like beauty and fashion, cooking and gaming. The program will launch in the U.S. in June, and will open to more markets in the fall.

"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," the company said in its announcement.

TikTok Pulse is the latest of several monetization features that the app has created. In early December, TikTok announced the Creator Next program, which allows viewers to send gifts and tips to their favorite creators. The app also has its Creator Fund, which pays users who meet minimum follower and view thresholds. However, this fund doesn't provide too high of a payout for creators, as most make their living from sponsored content. TikTok Pulse could be a signal that the app recognizes that its full-time creators make most of their cash from brand deals — and it wants a piece.

"We're focused on developing monetization solutions and available markets so that creators feel valued and rewarded on TikTok," the company said in its announcement. "From the very beginning, we've committed to working with our community to bring new features that enrich the TikTok experience."

Nat Rubio-Licht

Nat Rubio-Licht is a Los Angeles-based news writer at Protocol. They graduated from Syracuse University with a degree in newspaper and online journalism in May 2020. Prior to joining the team, they worked at the Los Angeles Business Journal as a technology and aerospace reporter.

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