Topline

TikTok said Wednesday it will start sharing ad revenue with some popular creators, as the social media company announced a new program for advertisers to run ads alongside top videos on the app, similar to YouTube’s creator payment program.

Key Facts

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The new program, TikTok Pulse, will allow advertisers to place their content alongside the top 4% of videos on the app, within 12 different “culturally relevant” categories like cooking, gaming or beauty.

Creators, public figures and media publishers with 100,000 followers or more will be eligible for the initial revenue sharing program, though TikTok did not say how funds will be split between the company and its users.

TikTok Pulse will launch in the US in June, and expand to other markets in the fall, a company executive told The Verge,