TikTok Pulse allows advertisers to join in on the magic of the For You Page with contextual, brand-suitable ad placements immediately after the platform's premium publisher content or the top 4% of trending content shaping culture.
TikTok Pulse has proven to see 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 the campaign, ad group, and ad level, refer to How to set up TikTok Pulse campaigns. Instructions may vary depending on the market that you target.
Offerings
In 2023, we expanded TikTok Pulse to include a variety of offerings tailored to different advertising needs that can provide expanded reach, relevancy, and predictable content adjacency:
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 12 category selections already available) for maximum available reach to unlock the full potential of TikTok Pulse campaigns with the same level of brand suitability.
Category Lineups: lineups featuring the top trending TikTok content based on Pulse Score across 12+ categories (Beauty & Personal Care Pulse, Sports & Recreation Pulse, etc.) that enables 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.
Pulse Premiere: brand ads run adjacent to premium publisher content. With Pulse Premiere, ads are 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 culture-leading partners such as Disney, BuzzFeed, Conde Nast, Dotdash Meredith, Hearst Magazines, MLS, NBCUniversal, NFL, UFC, Vox Media, and WWE.
Where does your ad appear when you use Pulse?
TikTok Pulse is a content targeting solution that puts an ad immediately after top trending or publisher content in-feed. When you buy a Pulse ad placement, you can select from a variety of offerings from Max Pulse and Category Lineups to Seasonal Lineups or Premiere, depending on which may be most relevant to your brand and advertising goals.
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, specifically Max Pulse and Lineups?
The TikTok videos included in each Pulse lineup are the videos that drive culture every day on TikTok. Specifically, the videos within Max Pulse and in each Pulse Lineup (Category and Seasonal) are selected based on a proprietary scoring system we refer to as our Pulse Score.
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
Pulse Premiere does not use the Pulse Score to identify the content that's included within the respective offerings.
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. 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.
Max Pulse is available for allowlisted advertisers targeting the following markets:
The US, Canada, Brazil: Available for booking on September 26, 2023, with campaigns starting as early as October 1, 2023
The UK, France, Germany, Italy, Spain, and Australia: Available for booking on October 18, 2023, with campaigns starting as early as January 1, 2024.
We are working on expanding availability to more markets in 2024.
Category Lineups are available for allowlisted advertisers to book and run campaigns in the US, the UK, France, Germany, Italy, Spain, Canada, Brazil, and Australia. We are working on expanding availability to more markets in 2024.
Note: 12 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 lineup-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 Closed Alpha and available to select allowlisted advertisers. Reach out to your TikTok Sales point of contact for more details.
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.