TikTok Pulse: Bringing brands closer to community and entertainment
Every day we see culture created on TikTok; small moments turn into trends that entertain and inspire us, moments that make us laugh, think, and feel seen and heard. We know that marketers today are looking for opportunities to be on the pulse of relevant cultural moments – that's why we're continually building creative tools to help brands get discovered and connect with their audiences.
Last year, we launched our supercharged contextual advertising solution, TikTok Pulse in the USA. We are thrilled to announce that TikTok Pulse is now available to all brands in the UK, Germany, France, Italy and Spain. This solution allows brands to join in on the magic of the For You feed with contextual, brand-suitable ad placements next to the top 4% of trending content that shapes culture.
TikTok Pulse shares many of the benefits that brands love about traditional prime-time buys, but is grounded in how our unique audience uses and engages with our platform every single day, allowing you to extend your prime-time buy on TikTok. On TikTok, prime time is more than just a time block. The For You feed tailors the most relevant content for each user and TikTok Pulse places your brand alongside these everyday moments and trends that engage your audience.
Since introducing TikTok Pulse, we're seeing incredible results across the board:
Connecting brands to culture, creators and entertainment
On TikTok, moments lead to movements, and brands can now tap into these moments as they happen on the platform. With TikTok Pulse, McDonald's drove a 6.5% lift in awareness and a 4.5% lift in favourability and L'Oreal saw a 280% increase in completion rate, a 30% increase in engagement rate and a 43% increase in average watch time per video view compared to previous campaigns.
TikTok Pulse is a new era of digital advertisement. Agnostic ads framed in top 4% organic content, in a brand-safe environment, drives authenticity and performance. Our clients, as well as we as an agency, are confident in this product. Our very first campaigns show outstanding results in all relevant KPIs, especially ad recall uplift. Our clients really love this new way of advertising. That’s the next generation of contextual targeting. We’re super proud and happy to be part of the first steps in the exclusive commercialization phase.
TikTok Pulse helps brands:
Supercharge brand exposure by appearing next to the top most engaging content
TikTok Pulse puts brands exactly where they need to be – among the top 4% of all videos on TikTok.
Drive engagement and actions with diverse communities
TikTok offers eight categories of Pulse in which brands can place their ads next to the most culturally relevant content. This creates an unparalleled opportunity to engage with the communities that matter most to your brand.
Feel safe and confident with brand suitability measurements
Our proprietary inventory filter ensures that TikTok Pulse ads are running adjacent to verified content with our highest level of brand suitability applied on the platform – thus far, there's been 99.99% brand-safe and suitable content placed adjacent to TikTok Pulse ads [3]. Additional post-campaign measurement tools such as third-party brand suitability and viewability verification provide advertisers with the opportunity and transparency to analyse and understand the impact of their campaigns.
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. Learn how to set up your TikTok Pulse campaign here.
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
