About TikTok Pulse suite

The TikTok Pulse suite allows you to build cultural relevance by placing your ads in-feed immediately after the platform's top trending and most premium brand-safe content resonating most with audiences.

Suite overview

TikTok Pulse suite includes a range of offerings tailored to different advertising needs across reach, relevancy, and predictable content adjacency. The TikTok videos you can run adjacent to varies based on the Pulse suite offering selected.

• Pulse Core: Run your ad adjacent to the top 4% of user generated content based on the Pulse Score. For brand suitability, the videos before and after your ad are evaluated by the TikTok Inventory Filter using the Limited Tier. Pulse Core offerings include:

  • 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: lineups featuring the top trending TikTok content based on the Pulse Score across a variety of pre-identified 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: 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

• Pulse Premiere: Place ads directly after videos from our top publisher partners in the sports, entertainment, and lifestyle categories. Pulse Premiere ads will run after content from partners such as Disney, NBCUniversal, Paramount, Conde Nast, NFL, MLS, MLB, NHL, BuzzFeed, Conde Nast, Dotdash Meredith, and Hearst Magazines. Within Pulse Premiere, lineups range from tentpole and IP-specific to run-of-network solutions. For brand suitability, the video after a Pulse Premiere placement is evaluated by the TikTok Inventory Filter using the Standard Tier.

Benefits

TikTok Pulse has demonstrated proven results in ad effectiveness and safety:

• Ad recall: Pulse ads watched for more than 75% drive 8%+ higher unaided ad recall (vs. partially skippable ads).¹

• Awareness: Campaigns that include TikTok Pulse on average drive a +6.8% lift in awareness.²

• Intent: 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

• Affinity: 84% of TikTok users who saw a TikTok Pulse ad agreed that the advertised brand is popular.³

• Safety: Average Brand Safety Rate of 99.9% for content running adjacent to TikTok Pulse ads, verified by Integral Ad Science, DoubleVerify, and Zefr.

  • Source: Based on independent third-party post-bid measurement reporting of content running adjacent to Global Pulse campaigns January - December 2024.

Learn more

Learn more about TikTok Pulse suite offerings:

• Learn about TikTok Pulse Core

• Learn about TikTok Pulse Premiere

• Learn how to set up TikTok Pulse Core campaigns

Sources

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

2. Absolute Lift, Meta-Analysis 1P & 3P Brand Lift Studies, US Campaigns June 2022-March 2023. Only used the Brand Lift Studies results with more than 80% significance.

3. TikTok Marketing Science Global Power of Cool: Pulse Ad Product Study 2022 conducted by Material.