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TikTok is launching a new program called “TikTok Pulse” to share ad revenue with creators. TikTok Pulse will work with top creators by allowing ads to run alongside the top 4% videos on the platform.

Based on YouTube’s advertising revenue sharing model, there is another way for creators to monetize content. It is a successful tool to encourage users to create content, as many of them make good money on the platform.

Pulse will have 12 categories where brands can place their ads next to the most relevant content. Categories include cooking and games, as well as other popular content enjoyed by the TikTok community. Pulse will give brands a unique opportunity to engage with the audiences that matter most to them.

Authors and publishers with at least 100,000 subscribers are eligible to participate in the program. The company states that it is “committed to working with [its] communities to add new features that enrich the TikTok experience.” The platform has recently tried out new features, including a Dislike button for comments, a View History feature, and longer videos.

Thanks to the success of TikTok, many other popular social media giants are trying to follow suit. The most popular one that comes to mind is Instagram, where its Reels feature continues to bring many TikTok-like attributes. It’s no secret that TikTok is one of the most popular apps and everyone is trying to get involved.

TikTok told The Verge that the program is launching in June in the US and expanding to other markets this fall.

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TikTok Pulse makes me think about the various advertising controversies going on on other social media platforms. Facebook, for example, has been a notorious critic of Apple’s App Tracking Transparency (ATT) as user data has become less accessible to the platform. However, the concept of TikTok contextual advertising is different from Facebook. On Facebook, user data is intended to create relevant ads for that person. Alternatively, TikTok ads are related to the content you view and not to specific users, which provides more data privacy.

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