How TikTok’s ad revenue-sharing program TikTok Pulse works
The separation between videos and ads in short-form video feeds has been a big complicating factor in short-form video platforms — like TikTok, Instagram Reels and YouTube Shorts — setting up revenue-sharing programs a la YouTube’s program for traditional, long-form videos. But TikTok has actually started to address this issue.
In May, TikTok announced a program called Pulse in which it would run ads against the top 4% of videos on the platform and share ad revenue with the makers of those videos. The platform didn’t explain how this revenue-sharing program would work, though.
In the video featured above, find out how TikTok determines which videos qualify for a revenue split and hear from UM Worldwide’s Stacey Stewart on how TikTok Pulse’s tests with advertisers have fared so far.
More in Future of TV
This week’s Future of TV Briefing looks at how the latest quarterly earnings season evinces more streaming subscriber growth struggles and a growing fondness for the bundle.
It would appear that investors’ enthusiasm for the CTV narrative that has served TTD, Magnite and PubMatic so well for the last 18 months is starting to plateau.
This week’s Future of TV Briefing looks at how platforms are pulling creators toward longer videos while brands push for shorter fare.
Ad position: web_bfu