TikTok – the video-focused social networking service has said that it is launching TikTok Pulse, an advertising solution that will ensure brand ads display at the top of all its videos on TikTok. The launch of this solution is part of the company’s technique to drive growth for content creators.
The company in its blog post revealed that while the solution represents the company’s first advertising product that involves a revenue share with its creators, creators who have at least 100,000 followers on TikTok will be eligible for the initial stage of TikTok Pulse as the revenues generated will be split equally between creators and TikTok.
The company also said that the development would begin in the United States from June, 2022 and would extend to other countries in the coming months. It added that only advertisers invited by TikTok will join the program and have exclusive access to TikTok Pulse; this however would create room for more persons to be added as it develops.
“Creators and publishers are at the center of entertainment on TikTok. With TikTok Pulse, we will begin exploring our first advertising revenue share program with creators, public figures and media publishers. Creators and publishers with at least 100k followers will be eligible in the initial stage of this program”, TikTok said in its press release.
It added, “We’re focused on developing monetization solutions in available markets so that creators feel valued and rewarded on TikTok. From the very beginning, we’ve committed to working with our community to bring new features that enrich the TikTok experience, and we look forward to continuing that journey with TikTok Pulse”.
Furthermore, according to the company, “Our proprietary inventory filter ensures that TikTok Pulse ads are running adjacent to verified content with our highest level of brand suitability applied on the platform. Additional post-campaign measurement tools such as third-party brand suitability and viewability verification provide advertisers the opportunity and transparency to analyze and understand the impact of their campaigns”.
NIGERIA WILL BE THE FIRST TO GAIN THE TIKTOK PULSE ACCESS PRIVILEGES IN AFRICA
Following the launch of TikTok in 2016 by Chinese startup company, ByteDance, the social media app has since grown across many countries, especially in Nigeria. Reports from techpoint.africa in 2019 revealed that the mobile app is slowing “snatching young Nigerians from instagram”. Also, it has been reported that TikTok has surpassed Google to become the most visited website in the world with Nigeria in the lead table, according to Cloudflare’s 2021 Year in Review internet traffic statistics.
The mobile app which has given the likes of Nigerian artist, Ckay a very good year” in the later days of 2021 and early 2022 saw him to having over 15 billion views on TikTok – the first to ever be achieved by a Nigerian artist.
Nigeria stands strong and is deemed to be the first African country to be a part of the TikTok Pulse. Following TikTok’s recent homecoming concert that was held on the 17th of April, 2022, industry experts like Grace Ladoja, Asa Asika, Oluwaseun Lloyd and Sarz who shared music knowledge on how to finish a record, manage artists and important knowledge on social media management and how to use TikTok for maximum reach.
With this, the easy accessibility of the mobile app amongst the Nigerian network can be easy.
Speaking with CRESTHUB, Arik Mallum a content creator and active user of the mobile app, said that as a result the app’s algorithm and “spilt-second ripple effect”, the mobile application has all the necessary requirements to make a viral video, therefore giving it the push to an audience who in turn become subscribers and followers of your network.
“Now the algorithm for TikTok, unlike other social media apps, has a split-second ripple effect. This is how it works – the app recognizes a video that meets all the requirements necessary for a viral video, they begin to push the video to an audience that has subscribed to that type of content, they could send it to 10 screens, then 100, then 1000 and so on”, he told CRESTHUB.
This however can be an effective marketing strategy if properly adopted and utilised, seeing TikTok expansion to three minutes giving room to documentaries, advertisements, music videos etc.