TikTok Pulse allows advertisers to join in on the magic of the For You Page with contextual, brand-suitable ad placements immediately after the top 4% of trending content shaping culture across 11* different lineups (for example, Pets & Animals Pulse, Gaming Pulse, Sports & Recreation Pulse, etc).
TikTok Pulse has proven seeing incredible results across the board:
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
Engagement: TikTok users are 2.6x more likely to interact with TikTok Pulse ads vs. comparable ad products.²
Affinity: 84% of TikTok users who saw a TikTok Pulse ad agreed that the advertised brand is popular.²
Safety: 99.99% brand-safe and suitable content adjacent to TikTok Pulse ads.³
To know more about the steps at campaign, ad group, and ad-level, see How to set up TikTok Pulse campaigns.
Instructions may vary depending on the market that you target.
Where does your ad appear when you use Pulse lineups?
TikTok Pulse is a targeting solution that puts an ad immediately after top trending content in-feed.
When you buy a Pulse ad placement, you can select the Pulse lineups that are most relevant to your brand and advertising goals, across 11 categories.
To ensure best-in-class brand suitability the video after your ad placement has also been screened for suitability.
What kind of TikTok videos are included in Pulse lineups?
The TikTok videos included in each Pulse lineup are the videos that drive culture every day on TikTok.
The videos included in each Pulse lineup are selected based on a proprietary scoring system. Using numerous signals, this scoring system allows us to identify the top 4% of culturally-relevant TikTok videos each day.
Here are some signals that affect a video's score:
Engagement (likes, shares, comments, etc)
Video views and recent growth (to identify the hottest content on the platform)
Creator engagement signals
Brand safety and suitability signals for both creators and content
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
Coming Soon
In 2023 we're launching three additional TikTok Pulse lineup offerings tailored to different advertising needs to provide expanded reach, relevancy, and predictable content adjacency:
Max Pulse: place ads next to the top 4% of content on TikTok across all content categories (in addition to the eleven category selections already available) for maximum reach to unlock the full potential of TikTok Pulse campaigns with the same level of brand suitability. Max Pulse will be available in H2 2023.
Seasonal lineups: lineups featuring the top trending TikTok content during key seasonal moments such as Thanksgiving, winter holidays, and more, allowing for maximized brand awareness, relevance, and affinity. Seasonal lineups will be available in specific markets by late 2023.
Pulse Premiere: brands will be able to run adjacent to premiere publisher content. With Pulse Premiere, ads are placed directly after videos from our publisher partners in the lifestyle & education, sports, and entertainment categories. Pulse Premiere will allow ads to be placed right after content from some culture-leading partners like BuzzFeed, Conde Nast, Dotdash Meredith, Hearst Magazines, MLS, NBCUniversal, UFC, Vox Media, and WWE. Your ad will be placed after publisher content surrounding big events or moments. Pulse Premiere will enter into Closed Alpha in Summer 2023.
Regional Availability
TikTok Pulse lineups are available for allow-listed advertisers in the US, the UK, France, Germany, Italy, and Spain, and we are working on expanding availability to more markets.
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.
Sources
Absolute Lift, Meta-Analysis 1P & 3P Brand Lift Studies, US Campaigns June 2022-March 2023. Only used the BLS results with >80% significance.
TikTok Marketing Science Global Power of Cool: Pulse Ad Product Study 2022 conducted by Material
Verified by Zefr, 2022
Note: *11 lineups are available for targeting the US, but lineup availability may vary by market. Please consult with your TikTok Sales contact for more details.