TikTok Pulse Suite: Your Key to 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. In a recent study conducted with WARC, we studied how the power of cultural and personal relevancy translates to impact for advertisers. According to the study, 58% of consumers pay more attention to ads that are culturally relevant, while 71% pay more attention to ads that are personally relevant.¹

A separate survey found that TikTok has become the preferred destination for audiences to find out about what is becoming culturally relevant, with 76% of social and video platform users saying TikTok is the platform they are most likely to visit to discover and learn about new/emerging trends in culture, ranking it #1 vs. 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 aligning with the most culturally relevant trends and premium, brand-safe content that resonates with audiences.

What is the TikTok Pulse suite?

There are two primary Pulse offerings: Pulse Premiere and Pulse Core

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 both during specific tentpole events or for always-on presence throughout the year.

Over the last year we've expanded our Premiere partners to now include Formula 1, Red Bull Media, and Warner Bros Discovery, joining existing partners BuzzFeed, Condé Nast, Disney, DotDash Meredith, Hearst, MLS, NBCUniversal, NFL, NHL®️, Paramount, and Vox.

Pulse Core

Maximize realtime community conversation that happens only on TikTok by placing advertisers next to the top user-generated content across different pre-set categories or a customized lineup designed for a brand or campaign need.

• Max Pulse: ads placed next to the top 4% of content on TikTok based on the Pulse Score across all content categories, in addition to the pre-build selections, for maximum available reach.

• Category Lineups: pre-built lineups featuring the top trending TikTok content based on the Pulse Score 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 featuring the top trending TikTok content based on the Pulse Score during key seasonal moments such as Thanksgiving, Holiday Season, and more, allowing for maximized brand awareness, 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 is entering an Open Beta in the U.S., meaning more brands will be able to try this new solution before its full release. Reach out to your TikTok Sales Representative for more details.

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

Show up next to the best of TikTok and unlock impact

TikTok Pulse Suite placements unlock a powerful adjacency combo of favorable and brand-suitable content, within an environment where users are in the driver's seat of what they watch.

Compared to similar offerings on other platforms, the TikTok Pulse suite delivers stronger brand impact across-the-board given its ability to create strong alignment between your creative and the content it is showing up alongside. Pulse ads watched for more than 75% of total ad time drive 8% higher unaided ad recall compared to partially skippble ads, while Pulse ads watched for a quarter of the time drive 4% higher purchase intent than a VOD forced view where 100% of the ad was watched.¹

Moreover, Pulse Suite has proven to drive scale to an advertiser's total audience. A recent iSpot meta analysis found, in a typical Pulse Suite campaign, 45% of the audience reached hadn’t seen the ad on TV—highlighting the strong and consistent exclusive reach Pulse Suite delivers.⁴ With this offering, advertisers can super charge their video strategy and reach their audiences wherever they're leaning in.

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. US iSpot Campaign Meta Analysis on campaigns run in 2024