There’s one major loophole in keeping TikTok dominant from ruling the social media real, and that loophole would be fixed with TikToK PULSE program.
What’s the loophole?
Even though TikTok is growing at a mammoth rate, and with a popularity that with put other social media platforms to shame, still, somehow, it’s struggling to notch the #1 position it deserves! (well, maybe! Our opinions may vary.) There’s something that keeping TikTok from being the number 1 social media platform, and that something is creator monetisation opportunities.
Meta owned platforms, Facebook & Instagram have long since launched lucrative monetisation opportunities for creators, not to forget Alphabet owned YouTube. Monetisation for creators is an area, where TikTok hasn’t done much. Even though there are monetisation doors for creators, however, they ain’t so lucrative as compare to its other social media cousins.
Well, the good news is – TikTok has realised this! Hence, TikTok Pulse Program.
What is TikTok Pulse Program?
TikTok Pulse Program is a monetisation program, which will enable advertisers to place their ads alongside the most popular content in the app, while it will also provide a new revenue-share pathway for creators, without them having to organise separate brand deals themselves.
In the works of TikTok –
“Marketers today are looking for the opportunities to be on the pulse of relevant cultural moments. TikTok Pulse Program places brands at the heart of TikTok communities and alongside the trending content that is driving conversation and action.”
“With TikTok Pulse Program, we will begin exploring our first advertising revenue share program with creators, public figures and media publishers. Creators and publishers with at least 100k followers will be eligible in the initial stage of this program. We’re focused on developing monetisation solutions and available markets so that creators feel valued and rewarded on TikTok.”
The arrival of TikTok Pulse Program represents an important evolution for the platform that until now had not explored advertising revenue schemes shared with content creators.
The program will launch in the United States in June of this year and in other territories in the fall. It is reserved for creators who have more than 100,000 followers and advertising will only appear on 4% of the content on the platform; the one with the greatest range. Among the content categories that TikTok Pulse will use are: beauty, fashion, cars, video games and cooking.
The new program isn’t just about helping creators, however. It’s also about ensuring advertisers a more “brand-safe” environment for their content. TikTok Pulse Program is similar to something like YouTube’s Partner Program (YPP).
TikTok Pulse Program will be able to determine who should be compensated because the ads will appear between videos from a participating set of creators in a subset of categories. It did not specify whether the 50% of revenue from an ad impression will go to the creator whose video appeared before or after an in-stream ad.
Cool! Ain’t it?
What do you think? Is TikTok Pulse Program going to give shivers to Meta owned social media platform? Do pen down your opinion in the comments section below.
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