TikTok: A Platform for Entertainment and Advertising

TikTok is a popular entertainment platform where people can find various forms of entertainment. It offers a space for creators, users, and brands to express their creativity and become cultural influencers. With a highly engaged and diverse community, TikTok has become a platform where advertising becomes entertainment, capturing the attention of audiences and driving real impact for brands.

TikTok provides brands with the opportunity to engage with their communities in new and fresh ways. Research shows that 73% of people feel a deeper connection to brands they interact with on TikTok, and 93% of users take action on the content they see in the For You feed.

To help brands stay on top of the most culturally impactful moments on the platform, TikTok launched TikTok Pulse, a contextual advertising solution. This solution places brands next to the top 4% of trending videos across various categories. Building on the success of TikTok Pulse, TikTok is excited to introduce Pulse Premiere, a new solution that gives advertisers control and predictability to place their ads directly after content from premium publishers on TikTok's For You feed.

Pulse Premiere empowers brands to tap into entertainment and participate in larger cultural moments. It allows brands to choose where their ads are placed, adjacent to content from premium publishing partners in lifestyle & education, sports, and entertainment categories. This includes specific tentpole events as well as evergreen, ongoing content.

The inaugural Pulse Premiere partners include Buzzfeed, Conde Nast, Dotdash Meredith, Hearst Magazines, MLS, NBCUniversal, UFC, Vox Media, and WWE. These partnerships give advertisers the control to place their ads next to relevant and suitable content for their brand. Campaigns that include Pulse have shown to increase brand recall by 9.8% and awareness by 6.8%, as they are placed next to culturally impactful content with a highly engaged audience.

Condé Nast, one of the partners, recognizes the power of TikTok in driving cultural conversations and engaging audiences. They believe that Pulse Premiere enables clients to match media buying with how consumers are consuming their brands on TikTok.

MLS, another partner, values TikTok as a platform that helps them stay ahead of key cultural moments. Pulse Premiere allows advertisers to be alongside their content, elevating their brand and encouraging publishers to invest in top-of-the-line and differentiated content on TikTok.

Pulse Premiere also opens new opportunities for publishers to monetize their content on TikTok through a revenue-sharing model and amplify existing partnerships with media.

In addition to Pulse Premiere, TikTok is expanding its Pulse offerings to help brands maximize their reach and relevance. This includes Pulse Seasonal Lineups, where advertisers can run ads next to trending videos around specific marketing moments or cultural events, and Max Pulse, a buying mechanism that allows advertisers to run their creatives adjacent to top trending content across all categories on TikTok.

TikTok is continuously innovating to bring brands closer to its engaged, diverse, and creative communities. More updates to Pulse Premiere and onboarding of publishing partners can be expected in the future.