Pulse Premiere, so the Chinese app TikTok jumps into the Indie Creator advertising

• 9 May 2023 08:02

by Carlo Terzano

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At a time when big brands are cutting the adv, TikTok turns to independent creatives: to access Pulse Premiere you need at least 100,000 followers and 18 years of age. The Chinese platform will hold half of the revenues

The market, you know, always works the same way: when business stagnates because there is little money around (as in this period of high inflation), large companies cut budgets, starting from communication. It should therefore come as no surprise that TikTok has just launched Pulse Premiere to allow advertisers, especially independent digital creatives, to place ads.

HOW PULSE PREMIERE WORKS

The opportunity is aimed at premium publishers and plans to make fifty-fifty: half of the advertising revenue will be shared with them, half will be retained by the Chinese platform, which puts us the medium. Access to Pulse Premiere requires at least 100,000 followers and 18 years of age.

It is an extension of TikTok’s Pulse program that allows users to place their brand next to the "big" brands on the platform, the company said.

PUBLICITY

Eastern social media said content will travel alongside premium content from publishers such as Buzzfeed, DotDash Meredith, nbcuniversal, UFC and WWE,  among the first to join the product launch called Pulse Premiere.

The fact that the list includes mainly newspapers may not be random: we know that TikTok is under accusation in half the Western world because the chancelleries and parliaments are wary of the use that this app born in 2016 actually does the data collected, then include in the offer a good number of publishers could start a counter-narrative more favorable to the social network.

SOCIAL SUCCESS IN NUMBERS

The fact remains that the Chinese platform is a real gold mine for both the big brands, who use it to reach the very young (increasingly elusive, considering that they watch very little television and are deserting en masse Facebook)both for creatives who want to exploit it to try to structure their digital career.

On the opposite side, TikTok, which in March said it had 150 million monthly active users in the United States, compared to 100 million in 2020, wants to cash out and does so, now that the big ones are tightening the purse strings, addressing independent creatives.

So far, TikTok has monetized its American audience at just $0.31 an hour, a third of Facebook and a fifth of Instagram. According to a report by the Economist, this year it will earn about 67 dollars from each of its American users, while Instagram will earn more than 200, according to estimates by Insider Intelligence, a research company. And it’s not just a TikTok issue.

Mark Zuckerberg, CEO of Meta, told investors that "currently the monetization efficiency of Reels is much lower than that of Feed, so the more Reels grows... The more time you take from Feed, the more money you lose".

Since joining America in 2017, TikTok has gathered more users than all social media apps, except a handful, which have existed for more than double the time. Among the young audience, then, crushes the competition. Americans between the ages of 18 and 24 spend an hour a day on TikTok, twice the time they spend on Instagram and Snapchat and more than five times the time they spend on Facebook.

The fact that more and more politicians, even in Italy, have decided to open an account and today they are fighting so that the institutions do not step too hard on the Chinese platform says a lot about the immense basin of users that it allows to reach.

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