TikTok has announced some major new exposure opportunities for brands, with updated sponsorship options that will provide more ways to tap into trending moments.
First off, TikTok is rolling out some new options for its “Pulse” ads, which enable advertisers to place their ads alongside popular TikTok clips.
Originally launched in 2022, Pulse enables advertisers to place their ads alongside TikTok clips that are in the top 4% of performers on any given day, based on views and engagement.
And now, TikTok’s expanding its Pulse options, with new publishers added to its “Pulse Premiere” offering, which will enable brands to show their ads alongside approved publisher content.
As you can see in this overview, Pulse Premiere now offers a range of publisher placements, which will help you align your ads with trusted publisher content.
As explained by TikTok:
“Pulse Premiere offers advertisers exclusive placement alongside official content from premium publishers during major tentpole events and cultural moments, and also alongside always-on evergreen content from publishers across sports, entertainment, and lifestyle categories. This year we are expanding our Premiere roster by adding Formula 1, Red Bull Media, and Warner Bros Discovery to our suite of existing publisher partners, which includes BuzzFeed, Condé Nast, Disney, DotDash Meredith, Hearst, MLS, NBCUniversal, NFL, NHL, Paramount, and Vox.”
In addition to this, TikTok has also added some new elements to its original “Pulse Core” group, which now offers four different placement options:
- Custom Lineups: leverages the power of generative AI to offer advertisers the best content related to a completely bespoke category or line up built just for the brand
- Max Pulse: places a brand’s ads next to the top 4% of content on TikTok across all content categories for maximum available reach
- Category Lineups: places ads next to the best content related to a topic or genre like Sports or Beauty
- Seasonal Lineups: focuses on the best content related to a cultural moment like Mother’s Day or Back to School
Category and Custom Lineups are new, enabling more specific promotional placement.
So now, you’ll have more ways to get your content shown alongside popular content in the app, which could have major benefits for brand association and reach.
Indeed, according to recent analysis, TikTok says that Pulse campaigns can drive a 45% boost in exclusive reach.
That could be another consideration in your TikTok outreach process.
In addition to its Pulse updates, TikTok’s also rolling out new sponsorship options, which will provide additional opportunities to place your ads alongside relevant, trending content.
TikTok’s now offering new Content Sponsorship Packages that’ll enable brands to display their ads alongside cultural moments, including Live Nation’s “The Submix,” “Beauty Month: Game Face,” the Las Vegas Grand Prix, and more.
“Sponsorship Solutions offer new ways for brands to impactfully show up on and off TikTok during tentpole moments and cultural milestones. Brands can now create tailored experiences on TikTok around specific searches, hand-picking the content, interactive features, and storytelling that users will see when they look up certain keywords.”
That could be another way to maximize the relevance of your promotions, and to reach dedicated, dialled-in audiences in the app. TikTok says that it’s now the top destination for keeping users informed about key moments, and by enabling broader sponsorship and brand tie-ins related to these events, that could provide another valuable opportunity for brands.
These are some valuable additions to TikTok’s ad suite, more high-end, but still relevant considerations for many brands.
You can learn more about TikTok’s latest placement options here.
