TikTok has just announced the launch of a new product, Pulse Premiere, aimed at allowing publishers to sell ads alongside their content.
How it works. Pulse Premiere is an extension of TikTok’s existing Pulse program, where a select group of top creators receive half of the revenue from video ads that appear immediately after their posts.
The new offer extends similar benefits to select publisher accounts, including Condé Nast, BuzzFeed and NBC. Unlike the original Pulse program, which only covers the top 4% of creators’ posts based on metrics like likes, watch time, and comments, Pulse Premiere will allow you to sell ads with all posts from participating publishers .
What TikTok says. The ability to sell ads on one of the most popular social media platforms is a relief for many publishers who are facing tough economic conditions, leading to cost-cutting measures and layoffs across the industry. Ray Cao, TikTok’s global head of monetization, product strategy and operations, expressed the company’s desire to support publishers while creating new business opportunities for the platform.
Cao emphasized TikTok’s goal of diversifying its portfolio and helping publishers expand their presence on the platform, as well as gain insight into what content resonates with users.
You deeper Read the announcement of the Wall Street Journal.
Why we care This new product offers the opportunity to reach new audiences on one of the fastest growing social media platforms. By partnering with renowned publishers such as Condé Nast, BuzzFeed and NBC, TikTok’s Pulse Premiere allows advertisers to associate their brand with quality content, enhancing their credibility and visibility.
Additionally, as the platform’s user base grows, advertisers can tap into its diverse and engaged audience, which could lead to higher engagement rates, greater brand awareness, and ultimately , a better ROI for your advertising efforts.
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