Sandie Hawkins, GM of North America Global Business Solutions at TikTok, joins Cheddar News to talk about the company's new creator revenue platform, TikTok Pulse.

Between Bells

TikTok Introduces 'TikTok Pulse' Ad Program

and welcome back to the window between bells baker for Chatham new york. Tiktok is not given their advertisers another way to access their billions of active users, the social media giant launching Tiktok pulse. This is a first to market product that places brands directly after culturally relevant relevant Tiktok videos, but with more positive engagement than the for you page. So joining us now to discuss is Sandy Hawkins, Gm of North America Global Business Solutions over at Tiktok. Sandy, great to have you here. Thanks so much for joining us. Such a cool idea. We know Tiktok already dominating when it comes to branding on the app. So what made you guys decide to launch Tiktok pulse here? Thanks Baker. It's, it's great to be here today. You know, for us, Tiktok is all about driving those culturally relevant moments and brands ask us all the time, how can they be next to those most culturally relevant moments on the platform. And so we developed Tiktok poles to put brands next to the top four of the most engaging trends that are happening on the platform every single day. Okay, so a lot of other social media platforms have created creators funds out there. Some of these creators who have argued, look, they're not getting paid a ton of money here. Why was it important for you guys to do this? But a 5050 split when it came to this. I mean for us, it's really about, we talk about creators being the lifeblood of our platform. Tiktok wouldn't be what it is before all the creators that build for us every single day on the platform and their content is what drives that cultural relevance. And so it's important for us from a rev share perspective, you know, as we built this product to explore that option of providing creators with that opportunity for compensation. So let's talk about who's sort of eligible here. It's basically anybody with 100,000 followers are basically within the top 4% of Tiktok content creators, why were you sort of gauging those metrics there? Why did you have to sort of be so high to sort of be qualified for this for this product here? Yeah, to be honest, Baker, that's not something that I really dove into. Uh we have a whole creator team that's responsible for figuring out our creator monetization. What we're really excited about from a brand perspective is that we can now place brands next to that top 4% of culture that we see happening on Tiktok every single day against 12 different channels when we launch So sandy, how much could creators maybe typically make on some of these ads here in this, in this 5050 split here with these brands. You know, I I don't have the answer to that one, candidly baker, what we do know again is that we're seeing brands come to Tiktok to drive that connectivity and creators are really at the center of that of bringing brands into the community talks that happened on the platform every single day. And let's, how are you guys at Tiktok also sort of ensuring that you have sort of a diverse group of people that you're able to sort of pull from here. So that way you're getting more diverse content creators to be a part of this. So our different community talks that we have on the platform are all about the diverse communities that they offer from astrology talk and clean talk, pet talk, we're talk if you saw our new friends presentation yesterday, Tiktok is all the divers about diversity of voices and so we're really excited that that top 4% is going to be representative of all of the incredible content that's happening on Tiktok every day. So what I think is so interesting when it comes to advertising agencies, jen's ears continue to feel like they're being sort of neglected in all of this. According to gen Z, advertising agency, adolescent content, only 8% of gen Z ers feel that brands understand their generations. So what sort of the key here that you guys that Tiktok know about into sort of tapping into that market here for us. Tiktok is really about co creation and where we see success with brands, It's when they co create, it's when they work with creators on Tiktok, it's when they slide into the comments. I love it when you see a like a brand d m ng a creator and the creator's love it as well. It's about using, you know, having brands think of themselves as a creator as well, you know, using the duet features, using the stitch features and really just being a part of the conversation. That authenticity is what the gen z audience really cares about. They don't want brands to just come in and out. They want them to be always on and always engaged with what they're doing. And so that authenticity and realness translates on the platform, right? And keeping that open and honest communication going. Yeah. But also on the flip side, we see brands clearly love sort of the Tiktok model here because now I see commercials all the time. Sandy where you see brands using sounds you see on Tiktok or, or, or sort of things that you would see in terms of Tiktok videos here, What's, what's your reaction to that when you're seeing brands sort of, not just necessarily like rip you guys off but sort of utilizing and tapping into what is really successful for you guys. I mean look candidly, I listen to Tiktok radio in the car and when I listen to the sounds, I can picture the tick toxin in my mind. And one of things that we do know is that 65% of tiktokers prefer content from brands when they're featuring original sounds. And so if you think about that, it makes sense that they would leverage those sounds and bring them into other channels you know, personally, again, that brings me back to what that Tiktok was about and seeing where it was sourced from and all the other Tiktok that are made with that same sound. How large do you think that this advertising market with Tiktok can go given the fact that you have billions of young people that are on this platform, We know how much ad dollars really mean a lot to places like facebook and amazon. But where do you sort of see this going down the road for you guys that Tiktok, you know, for us right now, we're focusing on building out new products that are bringing brands what they've asked us for. We're building really quickly, we just announced our Tiktok polls product. We're listening to what our community is telling us they want from features and then we're hoping they're going to continue to invest with us. All right, Sandy Hawkins, cool stuff that you guys are working on their G. M. Of North America's Global business solutions over at Tiktok