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TikTok Takes First Steps Towards Improved Creator Monetization with ‘Pulse’ Program

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As I’ve been saying to anyone who’ll listen over the past two years, while TikTok is growing at an astronomical rate, and is on track to become the most popular social media platform overall (maybe not in overall users, but in total time spent), a key impediment to its dominance could be its lack of creator revenue opportunities, which is the weak point that both Meta and YouTube are trying to exploit in their efforts to curb the short-form video app’s growth.

Which is why this new initiative is so important. Today, TikTok has announced its new ‘TikTok Pulse’ program, which will enable advertisers to place their ads alongside the most popular content in the app, while it will also provide a new revenue-share pathway for creators, without them having to organize separate brand deals themselves.

As explained by TikTok:

“Marketers today are looking for the opportunities to be on the pulse of relevant cultural moments. TikTok Pulse places brands at the heart of TikTok communities and alongside the trending content that is driving conversation and action.”

It works like this – through TikTok Pulse, brands will be able to place their ads alongside TikTok Clips that are in the top 4% of top performers on any given day. Those performance benchmarks are based on views and engagement, but essentially, it will enable brands to ensure that they see maximum views by being tagged to trending content.

Pulse advertisers will be able to choose from 12 categories to place their ads, so you’ll be able to position your branding next to the most culturally relevant content in ‘beauty’, ‘fashion’, ‘gaming’, etc. Ads will only appear alongside ‘verified content’ to ensure brand safety, while additional post campaign measurement tools, including third party brand suitability and viewability verification, ensure transparency in the process.

But the true key element is this:

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. We’re focused on developing monetization solutions and available markets so that creators feel valued and rewarded on TikTok.”

So TikTok’s most popular creators will now be able to gain revenue just by posting in the app, which is similar to YouTube’s Partner Program, and will be an essential step for TikTok as it looks to maximize its growth opportunities.

Because right now, its Creator Fund just ain’t doing it.

As outlined by YouTube creator Hank Green in this video, TikTok’s Creator Fund, currently its primary source of revenue share for creators, is highly variable, with payouts declining as TikTok’s overall performance improves.

For smaller creators, getting any cash payout for your TikTok clips is a big deal, but for more established stars, who are reliant on the income that they generate from their uploads, they need a more sustainable, stable pathway, as this is essentially their business, and their primary way of generating income.

The Creator Fund doesn’t provide that, but maybe, with these users generating strong views with each of their clips, the Pulse program could provide a better avenue for such, which could ultimately keep them posting to the app more often, instead of drifting off to YouTube instead.

Make no mistake, TikTok is not even close to YouTube’s revenue share tools yet, with YouTube paying out billions to creators every year through its Partner Program. YouTube generated $28.8 billion in ad revenue in 2021, with a big chunk of that then being passed onto creators, so TikTok has a way to go to catch up. But at the same time, being the trending app of the moment also has its perks, and if TikTok can establish even a fairly equitable monetization pathway for creators, that will likely be enough to keep them posting, as opposed to building their YouTube presence in isolation instead.

At the same time, YouTube Shorts views are rising (Shorts clips have already surpassed 5 trillion cumulative views), and with Shorts essentially acting as a promotional tool for your main YouTube channel, where creators can make real money, it too is an alluring prospect, which could eventually become the channel of choice for more users and creators.

That’s why this is such a big deal for TikTok, and while it’s only in its initial stages, and we don’t have the full details of how it will work just yet, and how much creators will get paid, it’s the next evolution for the app, which could end up being the thing that secures its future.

As Vine discovered long before TikTok, monetizing short-form video is hard, and when Vine couldn’t offer adequate revenue share to its top stars, they abandoned the platform en masse, taking their large audiences with them. It may seem like TikTok is beyond that risk, but it’s essentially in the same position, and if popular creators turn their back on the app, that could be the beginning of the end, if it can’t stem the flow.

eCommerce integrations offer another pathway, as do brand/creator collaborations, but all of these require extra effort, as opposed to creators simply focusing on their content, and getting paid for its performance.

That’s what YouTube offers, which is why it’s a better platform for creators overall. And now, TikTok’s taking its first steps along the same path.

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TikTok Encourages Creators To Make Longer Videos, With Focus On Ad Revenue 11/30/2023

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TikTok Encourages Creators To Make Longer Videos, With Focus On Ad Revenue 11/30/2023

With a need to expand its advertising business, TikTok is now fully focused on the output of long-form videos.

A new report by The Information shows the company’s recent efforts to convince
creators to put out longer videos in order to provide more room for ad placements.

According to the …



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X Adds Option To Embed Videos in Isolation From Posts

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X Adds Option To Embed Videos in Isolation From Posts

Next time you go to embed an X post, you may notice a new step:

Now, X will enable you to choose whether you want to embed the video element in isolation, or the whole post, as normal.

And if you do choose to embed just the video (or GIF), it’ll look like this:

Which could be a helpful way to present X-originated video on third-party websites, and add context to, say, your blog post, without the clutter of the full X framing.

But it could also reduce brand exposure for X, which is likely why Twitter didn’t enable this before, though it did once provide an “embedded video widget” which essentially served the same purpose.

X embeds

Twitter gradually seemed to phase that out as the platform evolved, and there’s no specific reason that I can find as to why it removed it as an option. But either way, now, it’s back, so you have more options for using X-originated content, and putting more focus on video elements specifically.

Though I don’t know why they didn’t also take the opportunity to remove the ‘Tweet’ reference. Since the re-brand to X, the platform seems to have gone to little effort to weed out all the tweet and bird terminology, but then again, with 80% fewer staff, that’s probably understandable as well.



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TikTok stars are using Fanova to generate income from social media

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TikTok stars are using Fanova to generate income from social media

Image courtesy of Fanova

Opinions expressed by Digital Journal contributors are their own.

In recent years, Latin American influencers and content creators have witnessed a remarkable surge in popularity. Despite boasting substantial and highly engaged fan bases, these influencers often find themselves in the shadows, overlooked for lucrative brand deals and partnerships. This oversight is especially pronounced, given their substantial influence over a diverse, global audience.

The moment is ripe for these creators to carve out a dedicated space where they can effectively monetize their exceptional talents. Such a platform would empower Latin American influencers and create fresh opportunities for profound collaborations and enhanced engagement with audiences worldwide.

This is where Fanova comes into play, revolutionizing the Latin American creator economy. In an environment where the creator market is still in its nascent stage, and many talented individuals remain underserved, Fanova is pioneering a new era for creators to make real money doing what they love.

Latin America’s creative minds have often found their potential hindered by a lack of opportunities. Fanova is here to break the barriers and provide a platform that allows them to monetize their content and recognize the value of their unique talents. The creator economy in the region is brimming with untapped potential, and Fanova seeks to unleash it. Creators with massive, loyal followings often find themselves unable to monetize their social media presence effectively or are overlooked by brand deals. Fanova aims to change that narrative.

With Fanova, creators have the freedom to set their monthly subscription prices, giving them the ability to provide exclusive content to their most devoted fans while ensuring a steady, reliable income month after month. Additionally, they have the flexibility to establish their own pricing for direct messages, creating a direct avenue for intimate one-on-one interactions with their followers.

By using Fanova, creators can deepen their connection with their audience by sharing a wide range of captivating content, such as behind-the-scenes glimpses, travel adventures, workout routines, insightful blogs, engaging podcasts, exclusive photos, and much more. It’s a dynamic platform that enables creators to monetize their craft and foster a stronger, more personal bond with their fan base.

Fanova is attracting top talent in the Latin American creator economy. Melissa Andress recently joined the platform. Renowned as @melissaandress on Instagram and @melipandaa on TikTok, Melissa boasts a significant and dedicated following of 1.6M and 13.7M followers, respectively. She uses Fanova to share daily behind-the-scenes of her life with her followers, treating it like a private story.

“I was immediately interested in the general concept of this platform: having a place to document behind-the-scenes content and not relying solely on brand deals seemed great to me,” Melissa explained.

Her impressive online presence has contributed to Fanova’s success in a significant way. Her engagement and credibility have introduced countless new creators and users to the platform.

Fanova is already leaving its mark in the Latin American creator economy, having attracted 150 creators. Even more impressive, Fanova has paid out over $100,000 to these creators. This is not just a promise; it’s a proven reality.

Fanova is a clean subscription platform, so nudity and explicit content is not permitted. The platform employs a team of moderators as well as artificial intelligence to monitor content.

For creators in Latin America, Fanova represents a new beginning. It’s an opportunity to be part of a transformative journey where your passion can be your paycheck. It’s a place where talent meets technology, and creators are valued. The new application is leading the charge to monetize content in Latin America, one passion at a time. For more information, visit www.fanova.io.



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