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Rabat – Popular social media platform TikTok has announced its plans to share advertising revenues with creators, public figures, and media publishers.
The initiative is part of the company’s new program TikTok Pulse which allows advertisers to place their brand next to the top 4% of the content in the For You Feed.
TikTok announced on Wednesday in a blog that “creators and publishers with at least 100k followers will be eligible in the initial stage of this program [Tik Tok Pulse].”
“We’re focused on developing monetization solutions in available markets so that creators feel valued and rewarded on TikTok,” the statement added.
The initiative will start in June in the US, before expanding to other markets.
Sandie Hawkins, TikTok’s GM of North America global business solutions told the Verge that “TikTok will share 50% of ad revenue from Pulse with approved creators.”
The Verge said that the new program mirrors Youtube’s method of paying creators. It further noted that Youtube offers a 55% cut to its creators.
So far, TikTok content creators have benefited from the “Creator Fund.” Launched in July 2020, the social media platform allocated $200 million for the fund to support content creators with an ambition to extend the fund to over $1 billion in the US, and more than $2 billion globally by 2023.
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Initially, the fund was open to US creators aged 18 or older with a “baseline for followers” and the ability to post regular original content on the platform. In March 2021, however, TikTok tightened the eligibility criteria to creators with at least 100,000 “authentic video views in the last 30 days” before joining the fund.
Some TikTok stars have openly criticized the fund for being non-lucrative.
Yet others were successful in gaining millions of dollars at a young age by using their popular platform to advertise products by renowned brands.
In January, Forbes reported that the highest-paid TikTok stars earned a total of $55.5 million in 2021, marking a 200% increase from 2020. Roughly 30% to 50% of their earned money comes from sponsored content. Notably, a single post can cost between $100,000 to $250,000.
Last year, Charli D’Amelio had the largest following on TikTok with 133 million followers and an annual profit of $17.5 million. She previously advertised products by Dunkin’ Donuts and Morphe Cosmetics.
Her sister Dixie D’Amelio came second in the ranking, with a 57 million fan base and an income of $10 million, placing her ahead of Addison Rae, Bella Poarch, Josh Richards, Kris Collins, and Avani Gregg.
