TikTok has launched a new feature called “Pulse Premiere” that enables advertisers to place their ads alongside premium content from publishers, offering a 50% revenue share.
The extension of TikTok’s Pulse program allows marketers to promote their brands alongside the top 4% of content on the platform and now includes premium content and revenue sharing for publishers.
Buzzfeed, DotDash Meredith, NBCUniversal, UFC, and WWE are among the first brands to participate. The launch of Pulse Premiere comes at a time when brand ad spending has decreased due to reduced consumer spending, providing an opportunity for TikTok to expand to premium content creators. Despite facing scrutiny from US lawmakers over potential sharing of user data with the Chinese government, TikTok’s US monthly active users grew from 100 million in 2020 to 150 million in March 2021.
With this new feature, TikTok is looking to capitalize on the growing popularity of its platform by offering advertisers access to premium content from publishers, providing them with more opportunities to reach their target audience. However, it remains to be seen how TikTok will address the concerns raised by US lawmakers over user data privacy and security
