TikTok Pulse suite: Reach exclusive audiences through alignment with the best of TikTok

Over a billion people around the world turn to our platform to connect with the emerging and legacy voices they've come to know, love, and trust. The For You feed is where this entertaining content from creators, publishers, and everyday people sits center stage, facilitating culture and sparking new trends.

Cultural and personal relevancy are key to deepening connections with audiences through earned attention. According to a WARC study, 58% of consumers pay more attention to ads that are culturally relevant, and 71% pay more attention to ads that are personally relevant.¹

At the same time, 76% of social and video platform users say TikTok is the platform they are most likely to visit to discover and learn about new and emerging trends in culture, ranking it #1 among other platforms.²

How can your brand stand out in the For You Feed by showing up next to the highest quality content and unlocking association with the best of culture? With the TikTok Pulse suite.

The TikTok Pulse suite amplifies your brand's impact by placing your brand adjacent to culturally relevant trends and premium, brand-safe content, unlocking audiences you would otherwise miss.

What is the TikTok Pulse suite?

There are four types of Pulse offerings that allow you to expand your audiences through differentiated contextual environments: Pulse Premiere, Pulse Core, Pulse Mentions, and Pulse Tastemakers.

Pulse Premiere

Pulse Premiere gives advertisers the opportunity to place their ads next to the most relevant and suitable premium content from top publishers across sports, entertainment, and lifestyle. Premiere publishers are available for targeting during specific tentpole events, to show up around official content about the moment or event, or for an always-on presence throughout the year.

Our Premiere partners now include a range of publishers, including NBCUniversal, Condé Nast, Paramount, Warner Bros. Discovery, Formula 1, Red Bull Media, BuzzFeed, Disney, People Inc., Hearst, MLS, NFL, NHL® , and Vox.

Pulse Core

Pulse Core places brands next to the top 4% of trending, brand-safe user-generated content, as identified by the Pulse Score across preset categories or customized lineups tailored to your campaign's needs.

• Max Pulse: ads placed next to a run of Pulse Core content across all categories, in addition to the pre-built selections, for maximum available reach.

• Category Lineups: pre-built lineups of Pulse Core content across a variety of categories (Beauty & Personal Care Pulse, Sports & Recreation Pulse, etc.) that enable brands to build brand association with a specific content genre and benefit from contextual priming.

• Seasonal Lineups: pre-built lineups of Pulse Core content around key seasonal or cultural moments such as Thanksgiving and the Holiday Season, allowing for maximized relevance and affinity.

• Custom Lineups: bespoke lineups of TikTok's top trending, brand-suitable content, curated with the help of Generative AI to fit your specific marketing needs. Custom Lineups are now available in Canada.

Pulse Core ensures your brand shows up next to the trends as they're happening. On average, Pulse Core campaigns are 100+ times more likely to appear adjacent to trending topics than other campaign types during the same time period.³

Pulse Mentions

Pulse Mentions places you next to the exact moments when people are actively talking about your brand and category, allowing you to shape high-intent conversations as they happen. Pulse Mentions is now available to US-based advertisers and will be available to select Canada-based advertisers in Q2 2026.

Pulse Tastemakers

Pulse Tastemakers lets you place your ads immediately after videos from a hand-selected group of creators. The new solution is designed to build strong brand associations and tap into the power of creators to win over new audiences. Pulse Tastemakers will be available to select US-based advertisers in Q2 2026 and select Canada-based advertisers in Q3 2026.

How Pulse amplifies impact across your media mix

While each TikTok Pulse solution delivers powerful results on its own, adding Pulse to your broader media mix makes your advertising dollars go even further.

Pulse strengthens contextual alignment within your overall strategy and, when paired with high-impact and performance formats, expands both reach and effectiveness.

According to our analysis, each 1% allocation of advertisers' total budget to TikTok Pulse delivers 2.4% exclusive reach in addition to their other ad placements.⁴

Ready to see how Pulse can elevate your TikTok advertising? Reach out to your TikTok representative today.

Sources:

1. TikTok Marketing Science, Business Impact Through Relevance, US, UK, AU, conducted by WARC, August 2024

2. WARC/TikTok consumer survey, among respondents that have used TikTok, Instagram, YouTube and Facebook in the past 2 weeks, n=974, August 2024

3. TikTok Internal Data, US, January-March 2025

4. TikTok Internal Data, Data Science. Analysis based on US campaigns from Jul-Oct 2025, n= 519