TikTok ‘Pulse’ Pairs Advertising with Top-Performing Videos

Social video platform TikTok has unveiled a new advertising solution that allows brands to place their messages next to the top content in TikTok’s For You feed. The contextual ad solution, TikTok Pulse, is the first to allow TikTok creators a chance to share ad revenue. The program initially makes publishers, public figures and creators with 100,000 or more followers whose videos are in the top 4 percent eligible for a 50/50 ad revenue split. Pulse launches in the U.S. in June, with plans to roll out to additional markets in the fall.

Pulse will offer the chance to place ads against the top-performing 4 percent of videos on the social platform, “allowing brands and advertisers to not only put their brand in the center of where culture is created, but to actually be a part of the conversation,” TikTok said in an announcement.

“TikTok didn’t say how many creators it would actually approve for the program in the early phases,” and at launch the program will be extended to select advertisers “by invitation only,” reports TechCrunch, which says it will eventually open up to a broader use base. Pulse “isn’t just about helping creators,” TechCrunch explains, “it’s also about ensuring advertisers a more ‘brand-safe’ environment for their content, similar to something like YouTube’s Partner Program (YPP).”

“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,” TikTok says in its announcement, adding “additional post-campaign measurement tools such as third-party brand suitability and viewability verification provide advertisers the opportunity and transparency to analyze and understand the impact of their campaigns.”

Pulse will place ads in 12 content categories, including music, fashion, beauty, automotive, sports, films and TV shows. The videos that fall into the top 4 percent will be updated daily, as measured against factors including the number of views and user engagement with the post.

“TikTok, a social app for sharing bite-size quirky videos owned by Chinese company ByteDance, has exploded in popularity in recent years, but the service has also bumped up against questions in the U.S. and elsewhere about privacy, child safety, user data and content moderation,” CNET says in reporting on TikTok from the NewFronts.

In March, the short-form video platform began allowing longer videos — of up to 10 minutes — largely in response to advertiser requests, who said longer videos more readily accommodate brand messaging.

In December, TikTok introduced its Creator Next portal, aggregating the tools creators can use to make money the platform. The company’s TikTok for Business portal offers information to help businesses, brands and agencies optimize their TikTok presence.