TikTok’s new Pulse program isn’t sharing as much ad revenue with creators as they expected. Creators in the top 4% in different categories should get half the revenue of in-feed ads appearing after their video. But those ads aren’t showing up in some videos receiving millions of views. (Insider)
Tilt Take: TikTok and its advertisers – not viewers – decide what content is most valuable to them. Revenue-sharing is not a popularity contest.
