TikTok to launch ad product that will give premium content creators 50% cut

TIKTOK said it is launching a product that well let advertisers place ads alongside content produced by premium publishers, half of the ad revenue from which will be shared with those publishers.

It is an extension of TikTok’s Pulse programme, which lets marketers place their brand next to the top 4 per cent of content on the platform, the company said.

The move by the short-video sharing app, which has focused largely on independent creators, comes at a time of tighter ad spending by brands hurt by curbed consumer spending.

TikTok in March said it had 150 million monthly active users in the United States, up from 100 million in 2020.