On Wednesday, TikTok announced a new product that enables advertisers to place ads alongside high-quality content created by publishers, with a 50% revenue share for publishers.
TikTok’s new product, called Pulse Premiere, will launch on May 4 and will allow brands like Buzzfeed, DotDash Meredith, NBCUniversal, UFC, and WWE to place their ads alongside premium content.
The product is an extension of TikTok’s existing Plus program, which enables marketers to promote their brands alongside the top 4% of content on the platform.
TikTok’s expansion to premium content creators comes amid a drop in brand ad spending due to a drop in consumer spending. The app, owned by China’s ByteDance, is under scrutiny from lawmakers in the US, who have raised concerns about its potential to share user data with the Chinese government.
Nevertheless, TikTok reported an increase in its US monthly active users from 100 million in 2020 to 150 million in March 2021.
