New TikTok Pulse offerings to give your brand the halo effect

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.

The TikTok Pulse suite guarantees your brand shows up next to the hottest trending moments as they're happening, from creators and publishers. Today, we're excited to introduce new offerings in the TikTok Pulse suite that provide advertisers with more flexibility, precision, and control.

What is the TikTok Pulse suite?

This is how the TikTok Pulse suite breaks down:

• Max Pulse: Unlock the full potential of your campaign by running adjacent to the top 4% trending content across all categories on TikTok, in addition to those represented by the existing Pulse lineups, while still maintaining the highest level of brand suitability.

• Pulse Lineups: Build brand association with a specific content genre and benefit from contextual priming, with placements alongside the top 4% of trending and brand-suitable user-generated content under 13 category lineups (including Beauty & Personal Care, Sports & Recreation) and seasonal or cultural moments (including Thanksgiving, Holiday Season, Back to School and more).

• Pulse Premiere: Place your ads alongside content from premium publisher partners across entertainment, sports, and lifestyle verticals. Pulse Premiere opens new opportunities for publishers to monetize their content on TikTok directly through a revenue-sharing model, and allows them to amplify existing partnerships with media on TikTok.

The power of content adjacency

Through the placements offered by the TikTok Pulse suite, advertisers can effectively land their message by placing ads next to the hottest trending and most premium brand-safe content that resonates most with audiences.

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

Compared to other video platforms, the TikTok Pulse suite delivers higher unaided recall, higher purchase intent and longer view time 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, 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

New solutions in the TikTok Pulse Suite

This year, we're expanding the TikTok Pulse suite even further by launching new solutions and offerings that provide advertisers with more flexibility, precision, and control. There are two major updates to the TikTok Pulse suite for 2024:

Expansion of Pulse Premiere

• Paramount Global and the NHL®️ have joined our roster of Premiere partners, which also includes Buzzfeed, Conde Nast, DotDash Meredith, Hearst Magazines, MLS, NBCUniversal, UFC, Vox Media, WWE and more.

• In collaboration with our Premiere partners, we are now offering special Premiere lineups designed to cover tentpole events, including the Paris Olympic Games from NBCUniversal, The Met Gala from Vogue, and more.

• We are expanding the suite of Premiere lineups to allow advertisers to buy against specific networks and IP from NBCUniversal (including Saturday Night Live, America's Got Talent, TODAY Show, Bravo, and more) and Paramount (including MTV, CBS Sports, The Daily Show, Entertainment Tonight, and more).

Custom Pulse Lineups

• TikTok Pulse Custom Lineups leverage the power of Generative AI to curate an offering of the platform's hottest trending, brand-suitable content tailored to specific marketing needs for more precise and relevant content adjacency. Alpha testing will begin in the US with select partners later in 2024.

We are excited to continue offering brands new and improved solutions to stay on the pulse of culture, trends, seasonal moments, and entertainment on TikTok. Visit the Help Center to learn more about TikTok Pulse here.

1. Source: TikTok Marketing Science Global Revisiting the Inner Workings of Digital Video Study 2023 conducted by MAGNA