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.
More in Future of TV
Future of TV Briefing: Trump’s tariffs are making flexibility an upfront focal point yet again
This week’s Future of TV Briefing looks at how the mounting economic uncertainty has started to color considerations heading into this year’s TV and streaming upfront negotiations.
Future of TV Briefing: The programmatic state of play for this year’s TV and streaming upfront market
This week’s Future of TV Briefing looks at how the programmatic guaranteed versus private marketplace debate is shaping up as programmatic becomes an upfront fixture.
Future of TV Briefing: How sports will hog the ball in this year’s upfront
This week’s Future of TV Briefing looks at how live sports will likely be used by TV networks and streaming services in this year’s upfront to drive advertiser demand for non-sports programming.