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.

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