The most influential users will soon be paid. TikTok announced on Wednesday that it would study the implementation of advertising revenue sharing with the most prominent creators of the platform, approaching the model already in place within the competition. “We will start studying our first revenue sharing program with creators, public figures and press publishers,” said the subsidiary of the Chinese group ByteDance.
Only accounts with at least 100,000 subscribers will be eligible for the first phase of this program, said TikTok, which said it was determined to “develop monetization solutions (…) so that creators feel valued and rewarded”. .
A turnover equivalent to that of Snapchat
Having become a major video platform with the pandemic, the site has long struggled in terms of monetizing its content, slowing to realize the potential represented by its billion monthly users, a threshold crossed last year. According to the specialized site Business of AppsTikTok had $4.6 billion in revenue in 2021, about as much as Snapchat, which claims just over 300 million daily active users.
The major social networks offering video, such as YouTube, Instagram or Snapchat, had already implemented, for a long time, more or less favorable revenue sharing systems.
On Wednesday, TikTok also announced the evolution of its offer for advertisers. They can now be sure to see their ads associated with videos that are among the 4% most popular on the platform.
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This new formula, called TikTok Pulse, will also guarantee advertisers the association of their advertising messages with verified and adapted content, to improve the effectiveness of their campaigns.
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