TikTok offers top content producers 50/50 earnings split with advertisers

TikTok is launching a product that will let people and businesses place adverts alongside content produced by premium publishers, with the revenue being split equally between both parties.

The social media platform said brands including Buzzfeed, DotDash Meredith, NBCUniversal, UFC and WWE will be the first to join at the launch of the product called Pulse Premiere on May 4th.

It is an extension of TikTok's Pulse program, which lets marketers place their brand next to the top 4% 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.

Owned by China's ByteDance, TikTok faces growing pressure in Washington including calls to ban the app by many in Congress who fear its US user data could fall into the hands of the Asian superpower’s Communist government.

TikTok recently declared 150 million monthly active users in the US, up from 100 million in 2020.

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