- TikTok has expanded its Pulse offerings with the addition of Pulse Core and Pulse Premiere.
- With partners like Formula 1, Red Bull Media, and Warner Bros. Discovery, Pulse Premiere allows brands to align their ads with premium, brand-safe content across sports, entertainment, and lifestyle genres.
- Pulse now features several new lineup options, including Max Pulse, Category Lineups, Seasonal Lineups, and Custom Lineups.
- Pulse has demonstrated that it can provide greater reach and engagement for brands, with 45% of the audience reached in typical campaigns having never seen the ad on TV.
TikTok continues to evolve its advertising platform with the launch of expanded Pulse offerings, making it easier for brands to reach their target audience through more relevant and personalized content.
The latest updates to TikTok’s Pulse Suite are designed to enhance the effectiveness of ads by associating brands with high-performing and culturally relevant content. This comes at a time when brands are looking for more precise ways to engage users, especially during key moments and events.
The Evolution of TikTok Pulse
TikTok first launched Pulse in 2022 as a way for advertisers to place their ads alongside the top 4% of trending content on the platform. Pulse was designed to help brands maximize engagement by showing their ads next to user-generated content with high views and interactions.
Now, TikTok is taking Pulse to the next level with new offerings: Pulse Core and Pulse Premiere.
Source: TikTok
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Pulse Core focuses on placing ads alongside top user-generated content, allowing brands to target content across categories such as beauty, sports, or lifestyle.
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Pulse Premiere allows advertisers to place ads next to premium, publisher-created content. This content can be linked to specific cultural moments, making it highly relevant for a brand’s audience.
New Features and Additions to Pulse
TikTok has also expanded its publisher partnerships under Pulse Premiere. New partners like Formula 1, Red Bull Media, and Warner Bros. Discovery are now part of the platform’s expanded publisher roster.
This provides brands with even more opportunities to show up next to premium, brand-safe content that aligns with their marketing objectives.
Source: TikTok
In addition to the new partnerships, Pulse has introduced several new lineup options:
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Max Pulse: Ads placed next to the top 4% of content on TikTok across all content categories, for maximum reach.
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Category Lineups: Pre-built lineups featuring top content related to specific categories like beauty or sports, allowing brands to tailor their ad placements for a specific audience.
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Seasonal Lineups: Focused on key moments like holidays or cultural events, these lineups maximize brand awareness during times when people are most engaged.
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Custom Lineups: Powered by generative AI, this feature lets brands build bespoke lineups tailored to their unique marketing goals.
These new additions provide even greater flexibility for advertisers, ensuring their content aligns with the latest trends and cultural moments.
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What This Means for Advertisers
With these updates, TikTok Pulse is positioning itself as a powerful tool for advertisers to improve their visibility and engagement on the platform. By integrating Pulse with high-performing, culturally relevant content, brands can ensure they are seen in the most impactful contexts, whether it's during a global sports event, a seasonal celebration, or a viral trend.
The expanded Pulse offerings allow brands to reach audiences more effectively and in a way that feels natural, enhancing brand perception and relevance. Through Pulse, TikTok is helping advertisers connect with users in a manner that feels authentic and timely—two key elements that drive better ad performance.
The Future of TikTok Pulse and Its Impact
TikTok has proven that Pulse campaigns can significantly increase brand reach and impact. Recent studies have shown that Pulse ads can boost exclusive reach by up to 45%, with many users seeing these ads who wouldn’t have encountered them on traditional TV campaigns.
Source: TikTok
As Pulse continues to evolve, it’s clear that TikTok is putting more emphasis on cultural relevance, user engagement, and personalized ad experiences. The new features will allow advertisers to refine their targeting and deliver ads that resonate with users in real-time, while also driving better long-term brand loyalty.
