TikTok said Wednesday it’s “exploring” its first ad-revenue sharing program, which would give pay 50% of the money generated from some advertising to top creators, public figures and other publishers whose posts run next to those ads. To qualify for the program, a TikTok account would need a minimum of 100,000 followers initially.
The revenue sharing is linked to a new kind of advertising on called TikTok Pulse, which would start letting advertisers pay to place their branded posts next to the top 4% of TikToks each day. The program gives marketers the option to give their ads to get prime placement next to the most viral or attention-grabbing stuff. But it would also initiate a 50/50 split for creators and TikTok to share the revenue generated from Pulse advertising running against those top posts.
The announcements were part of the NewFronts, a weeklong parade of pitches by online media companies to drum up advertiser interest.
, a social app for sharing bite-size quirky videos owned by Chinese company ByteDance, has exploded in popularity in recent years, but the service has also bumped up against questions in the US and elsewhere about , , and .
The news about revenue sharing opens the door to giving TikTok creators more ways of making money off their popularity, which has been a standard practice at competitor YouTube for years. (YouTube’s standard revenue share is roughly 55/45, with creators keeping the larger share, though it varies.)
With TikTok Pulse, brands would be able to buy ad placement next to the “top 4% of the most culturally relevant content on TikTok” in a dozen subject categories, like fashion, music, autos, beauty, sports and TV and movies. It said the posts that fall into that top 4% would be updated daily and would be determined by factors like number of video views and how much viewers are engaging with the post.