TikTok Creator Fund vs Pulse vs Brand Deals: What Pays Best in 2025?

If you're trying to turn your TikTok presence into a reliable income stream this year, you’re not alone. With new features like TikTok Pulse gaining traction and the Creator Fund still active, many creators are asking one key question: TikTok Creator Fund vs Pulse vs Brand Deals: what pays best in 2025, and what’s actually worth your time?

This post breaks down the three main ways creators earn: the Creator Fund, TikTok Pulse, and direct Brand Deals. Whether you're just starting out or already pulling serious views, you’ll see the pros, cons, and real earnings behind each option.

If you are serious about building a full time income on TikTok you might also want to check out our complete TikTok Monetization Guide for step by step strategies.

Let’s start with the one most creators try first.

1. What Is the TikTok Creator Fund (and Is It Still Worth It in 2025?)

If you're just starting to get traction on TikTok, the Creator Fund is usually the first income stream you hear about. It sounds great on paper: TikTok pays you just for posting content. But in practice? It’s not going to replace your 9-to-5.

What It Actually Is

The Creator Fund is TikTok’s way of rewarding you for content that performs. You're paid based on video views, but there’s no fixed CPM (cost per thousand views). TikTok keeps the exact formula a secret, but creators consistently report earning around $0.02 to $0.04 per 1,000 views.

To qualify, you need:

• A Pro/Creator account

• 10,000+ followers

• 100,000 video views in the past 30 days

• Be 18+ and in an eligible country (like the US, UK, Canada)

📌 Note: As of 2025, TikTok has rebranded or sunset the Creator Fund in some regions and replaced it with the Creativity Program Beta — a pilot that rewards longer videos. You can check TikTok’s official announcement for the latest.

Realistic Example

Let’s say you post a video that gets 1.5 million views. Sounds huge, right?

• With average earnings of $0.03 per 1K views, you'd earn about $45 total

• If it took you 3 hours to plan, shoot, edit, and post — that's $15/hour, and that’s only if the video pops

Now compare that to posting the same content on YouTube Shorts with ad revenue sharing, the payout would be 3x higher, on average.

For a full breakdown of what TikTok really pays per thousand views see our post How Much Does TikTok Pay in 2025.

Pros and Cons

Pros	Cons
Easy to qualify with 10K followers	Very low payouts ($0.02–$0.04 per 1K views)
Fully passive once activated	No transparency on how earnings are calculated
No brand pitching or sponsorships needed	Some creators report view drops after joining
Good starter income for beginners	Not available in every country

Verdict:

The Creator Fund is fine if you're just starting and want something coming in. But it’s not sustainable income — think of it more as bonus coffee money.

👉 Want better earnings? Learn how to diversify your revenue streams in our full TikTok Monetization Guide.

2. What Is TikTok Pulse? (And Why Creators Are Chasing It)

Now, let’s talk about TikTok Pulse, TikTok’s answer to YouTube’s Partner Program. Instead of flat payouts, Pulse gives creators a 50/50 split of ad revenue on videos that qualify.

Sounds like a dream? It is, but only for a select group.

How It Works

TikTok selects the top-performing 4% of videos, usually the ones that go viral and rank well for engagement, watch time, and shares. If your video makes the cut and you’re enrolled in the program, ads are shown next to it, and you split that revenue.

To be eligible, you need:

• 100,000+ followers

• A recent streak of high-performing content

• An invite from TikTok or approval after applying

Pulse is currently active in countries like the US, UK, and Canada, and it’s expanding slowly. TikTok hasn’t shared a public application form — most invites are algorithm-based.

To learn more about TikTok’s changing payout programs you can also read Will TikTok Be Banned in the US where we explain the bigger platform changes happening right now.

Realistic Example

Let’s say your video gets 2 million views and qualifies for Pulse.

• Payout range: $0.50–$1.50 per 1,000 views

• So 2M views could earn you $1,000 to $3,000, and that’s just from ads, no sponsorships Read more here.

Compare that to the Creator Fund’s $40–$80 for the same reach. It’s not even close.

Pros and Cons

Pros	Cons
Much higher payouts ($0.50–$1.50 per 1K views)	High entry barrier (100K+ followers)
Real ad revenue sharing, like YouTube Partner Program	Invite-only or selective application process
Fully passive income after approval	Only rewards viral, top 4% content
Builds long-term earning potential from organic content	Limited to certain countries for now

Pulse vs Creator Fund Table

Feature	TikTok Creator Fund	TikTok Pulse
Min Followers	10K	100K
Avg Pay/1K Views	$0.02–$0.04	$0.50–$1.50
Payout Model	Flat fund payout	50/50 ad revenue split
Best For	Beginners, testing monetization	Viral creators, consistent performers

Verdict:

Pulse is way more profitable, but also much harder to get into. It’s invite-only and rewards creators who are already performing at a high level. If you're aiming to go full-time, Pulse should be your mid-term goal.

📌 Want to hit Pulse faster? Use our free planner in the TikTok Monetization Guide to scale content quality and boost reach.

3. Brand Deals: The Real Money Maker for TikTok Creators

For small creators especially, brand deals are where the real money starts — not TikTok’s built-in programs.

A brand deal is when a company pays you directly to promote their product, service, or app on your TikTok. You might create:

• A full sponsored video

• A quick product mention

• A video using affiliate links

The best part? You set your rates. You negotiate your terms.

How It Works

Unlike Pulse or the Creator Fund, there are no set requirements from TikTok itself. Instead:

• Brands usually look for creators with strong engagement (likes, comments, shares)

• You don’t necessarily need 100K+ followers — even 5K–20K niche followers can be valuable if they’re loyal

• You can find deals via creator platforms like Collabstr, Aspire.io, or by pitching brands yourself

📌 Pro Tip: A great engagement rate (above 5%) beats follower count every time when it comes to brand sponsorships. If you are wondering how to land your first brand deal we cover the basics inside Becoming a Micro Influencer on TikTok.

Realistic Example

A micro-influencer (under 50K followers) could charge:

• $100–$500 for a sponsored TikTok

• $200–$800 if bundling TikTok + Instagram content

• $500–$2,000 if you’re in a high-paying niche like tech, finance, or health

Here’s a quick example from the Influencer Marketing Hub's TikTok Money Calculator:

• 25K followers + 7% engagement = $125–$300 per sponsored video

• 75K followers + 8% engagement = $400–$900 per video

And if you learn how to pitch properly (which we cover in the TikTok Monetization Guide), you can land repeat deals instead of chasing one-offs.

Pros and Cons

Pros	Cons
Highest potential earnings compared to other TikTok monetization methods	Takes effort to build trust and reputation with your audience
Full control over your rates, who you collaborate with, and how you promote products	Requires negotiation skills and self-promotion (you’ll need to reach out or pitch sometimes)
Can grow into bigger, long-term partnerships with brands (monthly retainers, ambassador programs, etc.)	Risk of losing audience trust if you promote too many products or irrelevant brands

Quick Comparison

Metric	Creator Fund	Pulse	Brand Deals
Avg Earnings/1M views	$20–$40	$500–$1,500	$2,000–$5,000+ (depending on niche)
Entry Barrier	Easy	Hard	Medium (build audience first)
Best For	New creators	Viral creators	Engaged niche creators

⚡️ Pro Tip for Small Creators

Don’t wait until you’re “big” to start.Even if you have 5K–10K followers in a clear niche, you can approach brands in your space.

Focus on:

• A clear bio and brand identity

• Showing examples of how you integrate products naturally

• Keeping your engagement rate high (5%+ is golden)

👉 Grab our free TikTok Pitch Email Template inside the guide if you want a real-world script to land your first deals faster.

TikTok Monetization Comparison Table

Monetization Method	Avg Pay per 1,000 Views	Entry Barrier	Best For
Creator Fund	$0.02 – $0.04	Very low (10K followers + 100K views)	New creators testing TikTok earnings
Pulse	$0.50 – $1.50	High (100K+ followers and top 4% engagement)	Viral creators scaling fast
Brand Deals	$10 – $50+ (or flat fees: $100–$2,500+ per post)	Medium (strong niche + 5K–10K+ followers)	Engaged niche creators building a business

Key Takeaways

• If you’re new: The Creator Fund is an easy starting point, but don’t expect big paydays. Think of it as bonus cash while you grow.

• If you’re growing: Aim for TikTok Pulse eligibility after hitting 100K followers — the payouts are way better, even passively.

• If you’re serious about income: Start focusing on brand deals as early as possible.Even 5K engaged followers can land you real, consistent money if you build the right audience and pitch properly.

✅ Bonus tip: You can use all three at once get passive income from the Creator Fund or Pulse and work with brands for larger deals. This full strategy is explained step by step inside our TikTok Monetization Guide Hub if you want a faster path to earnings.

Frequently Asked Questions

Is TikTok Pulse better than the Creator Fund

Yes TikTok Pulse usually pays much better than the Creator Fund. Pulse offers a share of real ad revenue placed next to your videos while the Creator Fund pays a small flat rate based on views. On average Pulse earnings can be 10 to 20 times higher per thousand views compared to the Creator Fund. The downside is that Pulse requires you to have at least 100000 followers and strong recent performance so it is not available to every creator. If you qualify though Pulse is a major upgrade in income potential.

How do I get brand deals with less than 10000 followers

You do not need to be a huge creator to land brand deals. Brands love working with micro influencers because they usually have higher engagement rates and more loyal audiences. Focus on creating content in a clear niche whether it is fitness beauty gaming or finance. Build a strong profile with consistent posting and engagement. You can start pitching brands directly by sending a simple email or DM with your stats or join influencer marketplaces like Collabstr or Aspire. Always highlight your engagement rate because that matters more than your follower count at smaller levels.

Can I use multiple TikTok monetization methods at the same time

Yes you can and it is actually the smartest way to maximize your income. You can collect Creator Fund payments while also earning from TikTok Pulse if you qualify. At the same time you can promote affiliate links in your bio or videos and negotiate brand sponsorships. Diversifying your revenue means you are not relying on one stream and you protect your income if TikTok changes any program rules. The top TikTok earners almost always combine several monetization methods together.

What is the average TikTok CPM in 2025

In 2025 the average Creator Fund payout is still very low around $0.02 to $0.04 per thousand views. That means even a viral video with 1 million views might only earn you $20 to $40 from the Fund. TikTok Pulse has a much higher CPM ranging from $0.50 to $1.50 per thousand views depending on your niche and the type of ads shown. If you are focused on monetization growing into Pulse or brand partnerships is usually a smarter long term play than relying on the Creator Fund alone.

If you also want to boost your engagement before applying for monetization you might find our tips on The Best Time to Post on TikTok super helpful.

Does TikTok still pay creators in Canada

Yes TikTok continues to support payouts to creators based in Canada through the Creator Rewards Program and other monetization options. Canadian creators can also participate in TikTok Pulse if they meet the eligibility criteria. Additionally brands are very active in the Canadian market and often partner with creators for sponsorship deals. If you are looking to maximize your income check out our full TikTok Monetization Mastery for Canadians guide built specifically for Canadian creators. Even if the Fund payout is low in Canada most successful TikTokers earn the majority of their income from brand partnerships affiliate marketing and selling their own products or services.

How should I price my TikTok content for brands

A good starting point is to charge around $20 to $30 per 1000 views based on your average performance. For example if your videos average 10000 views you could charge $200 to $300 for a sponsored post. But pricing also depends on your niche engagement rate content quality and whether you offer extras like exclusive usage rights or multiple posts. Always be ready to negotiate and offer bundles like a video plus a story mention or a series of posts to increase your earnings per brand deal.

Conclusion: TikTok Creator Fund vs Pulse vs Brand Deals

Choosing the best way to monetize your TikTok account in 2025 depends on your goals and where you are in your creator journey.

If you are just starting out the Creator Fund offers an easy way to earn a little extra for your views but the payouts are small. As you grow Pulse becomes a much more rewarding option especially if you consistently post viral content. In the long run brand deals offer the highest income potential by far and they are accessible even to smaller creators with a strong niche and engaged audience.

The smartest strategy is not to pick just one. It is to combine them as you grow. Start earning passively with the Creator Fund move into Pulse when eligible and actively pitch brand partnerships along the way.

If you want a full step by step roadmap to maximizing your TikTok earnings we break everything down inside our TikTok Monetization Guide. From payouts to sponsorship pricing we show you exactly how to grow faster and start earning more.