TikTok can be a powerful platform for creators looking to build an audience. But can its users actually make money? Social platforms across the industry are experimenting with the best way to compensate short-video creators as the format booms. In 2020, TikTok launched a Creator Fund, pledging to pay its users a total of $1 billion over a three-year period. The company has not publicly shared how much it's paid out so far from that original commitment. 2. TikTok Pulse In May 2022, TikTok announced it was launching a new contextual-advertising product in which brands could buy ads alongside "the top 4%" of content in different categories like fashion, cooking, and beauty. It agreed to split half of the revenue with the creator whose video appeared before the in-feed ad. Only creators with at least 100,000 followers qualify for the program. The company announced in May 2023 it was also testing a version of the Pulse program for traditional media publishers called Pulse Premiere. A company spokesperson told Insider that even if a user's video generates millions of views, it doesn't mean that each video view is followed by a Pulse ad. Due to the nature of the TikTok algorithm, some videos will contribute to more ad impressions than others, they said. "We're continuing to work on improving Pulse so that we can better support our creators and advertisers, and look forward to expanding our monetization opportunities," they said.
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