ok’s new advertising product offers publishers a 50% stake

TikTok just announced the launch a new product called Pulse Premiere. This is aimed at publishers who want to sell ads alongside their content.

How it works. Pulse Premiere extends TikTok’s existing Pulse programme, in which a selected group of top creators gets half of the revenue generated by video ads shown directly after their posts.

The new offer extends similar benefits for select publisher accounts such as Conde Nast BuzzFeed and NBC. Pulse Premiere, unlike the original Pulse, will allow ads to be sold against all publisher posts.

What TikTok has to say. It is a relief to many publishers who are struggling with the economic climate. This has led to drastic cost-cutting and layoffs in the industry. Ray Cao expressed TikTok’s desire to create new business opportunities while supporting publishers.

Cao stressed TikTok’s goal to diversify its platform and help publishers increase their presence, as well as gaining insights into which content resonates most with users.

Dig deeper. Read the Wall Street Journal announcement.

Why we care. This new product provides an opportunity to reach a new audience on one of social media’s fastest-growing platforms. TikTok Pulse Premiere, in partnership with reputable publishers such as Conde Nast BuzzFeed and NBC, allows advertisers to link their brand with high-quality content. This enhances their credibility and visibility.

As the platform’s audience grows, advertisers will be able to tap into a diverse and engaged audience. This could result in increased engagement rates, brand awareness and, ultimately, a better ROI.

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