About TikTok Pulse suite
Last updated, May 2024

The TikTok Pulse suite puts your ad immediately after the platform's most premium content in-feed. With Pulse suite, you can place ads after the top 4% of brand-suitable trending content or content from premium publishers that meet your advertising goals and needs.

Features

TikTok Pulse suite includes a variety of offerings tailored to different advertising needs that can provide expanded reach, relevancy, and predictable content adjacency.

  1. 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 13+ Pulse category selections in Category Lineups, for maximum available reach. For brand suitability, the video after a Max Pulse placement is evaluated by the TikTok Inventory Filter using the Limited Tier.

  2. Category Lineups: lineups featuring the top trending TikTok content based on the Pulse Score across 13+ 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. For brand suitability, the video after a Category Lineup placement is evaluated by the TikTok Inventory Filter using the Limited Tier.

  3. 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. For brand suitability, the video after a Seasonal Lineup placement is evaluated by the TikTok Inventory Filter using the Limited Tier.

  4. Pulse Premiere: ads placed directly after videos from our top publisher partners in the lifestyle & education, sports, and entertainment categories. Pulse Premiere ads will run after content from partners such as Disney, NBCUniversal, Paramount, Conde Nast, NFL, MLS, MLB, UFC, WWE, NHL, BuzzFeed, Conde Nast, Dotdash Meredith, and Hearst Magazines. 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: Campaigns that include TikTok Pulse on average drive a +9.8% lift in ad recall.¹

  • Awareness: Campaigns that include TikTok Pulse on average drive a +6.8% lift in awareness.¹

  • Attention: TikTok users spent 33% more time watching ads adjacent to favorable content.²

  • Affinity: 84% of TikTok users who saw a TikTok Pulse ad agreed that the advertised brand is popular.²

  • Safety: 98% brand suitable content adjacent to TikTok Pulse ads, verified by IAS.³



What kind of TikTok videos are included in Pulse lineups?

The TikTok videos included in each Pulse suite offering are the videos that drive culture every day on TikTok. Specifically, the videos within Max Pulse, Category Lineup, and Seasonal Lineup are selected based on a proprietary scoring system we refer to as our Pulse Score. Some signals that affect a video's score include:

  • Video views and recent growth

  • Creator engagement signals

  • Brand safety and suitability signals for both creators and content


The Pulse Score ensures that your brand shows up next to the top trends as they’re happening. Compared to standard TikTok videos, content unlocked through Max Pulse and Pulse Lineups:

  • Is posted 71% more recently

  • Has 42x more accumulated views

  • Is liked, commented on, or shared 25x more

Source: TikTok Internal Data, Global (Pulse-enabled markets), August 2023.


The videos within Pulse Premiere are selected from pre-defined handles and/or hashtags operated by publisher partners on TikTok.


Placements and objectives

  • ​Buying Type: Reach & Frequency

  • ​Placement Type: TikTok only, within the For You Feed

  • ​Ad Format: In-feed Spark Ads or non-Spark Ads


Availability

Availability of each offering depends on the target market and respective offering, so reach out to your TikTok sales point of contact to understand which offering might be available to you.

  • Max Pulse is available for select allowlisted advertisers in the US, Canada, Brazil, the UK, France, Germany, Italy, Spain, Australia, Japan, Korea, Indonesia, Thailand, and Mexico.

  • Category Lineups are available for select allowlisted advertisers in the US, Canada, Brazil, the UK, France, Germany, Italy, Spain, Australia, Japan, Korea, Indonesia, Thailand, Mexico, United Arab Emirates, Saudi Arabia, and Turkey.

    • Note: 13+ lineups are available for targeting in the US, but lineup availability may vary by market. Please consult with your TikTok sales contact for more details.

  • Seasonal Lineup availability is market- and season-dependent. Reach out to your TikTok sales point of contact to understand which moments will be supported with a dedicated lineup and access requirements.

  • Pulse Premiere is currently in currently in Alpha and available to select allowlisted advertisers in certain markets. Reach out to your TikTok Sales point of contact for more details.


To know more about the steps for setting up a Max Pulse or Pulse Lineup campaign, refer to How to set up TikTok Pulse campaigns. Instructions may vary depending on the market that you target.


Sources

  1. 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.

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

  3. Integral Ads Science Verification for select US and Global Pulse campaign January-December 2023.



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