In this article:
- TikTok will launch TikTok Pulse in June.
- Brands will be able to reserve spots next to appropriate videos that are trending.
- The app will split revenue between creators and brands.
TikTok is making it easier for advertisers to take advantage of the notoriously mysterious TikTok algorithm.
The video creation app announced its new product: TikTok Pulse. The tool will allow advertisers to capitalize on videos that are quickly gaining in popularity. Participating brands will be able to place their ads next to trending videos. Currently, Pulse is available across 12 different verticals, such as beauty, personal care, fashion, and automotive.
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TikTok Pulse is slated to launch in June 2022. In addition to giving advertisers greater access to viral content, the program will be the first time TikTok offers revenue share with creators. Creators with more than 100,000 followers will initially get access to the TikTok Pulse revenue share. The platform will split revenue 50/50 between the creator and the advertiser.
The social media app also promised that the advertising content will be suitable alongside the viral video. TikTok has invited a select number of brands to use TikTok Pulse, but plans to roll it out further eventually. IPG Mediabrands and Omnicom Media Group are among the companies already working with Pulse.
While TikTok has yet to fully outline the pricing for TikTok Pulse, the ads will reportedly sell at a fixed cost per 1,000 impressions (CPM) through a reservation system. “Additional post-campaign measurement tools such as third-party brand suitability and viewability verification provide advertisers the opportunity and transparency to analyze and understand the impact of their campaigns,” reads a statement from TikTok.
The new advertising system is mostly an attempt to give advertisers access to a “brand-safe” environment for their campaigns, according to TechCrunch. TikTok’s program could be similar to YouTube’s revenue-share initiative, YouTube Partner Program.
TikTok is also banking on the Pulse plan connecting with a variety of communities, not just the one typically associated with TikTok: Gen Z. The app claims that it can better help connect brands to hyper-specific groups of people, like readers and mental health advocates. And TikTok claims that brands that work with creators see a 26% lift in brand favorability and a 22% lift in brand recommendations.