TikTok Pulse

07 February 2023

TikTok Pulse, a new feature of the app, is a way for advertisers to boost their brand’s content on the For You page. This contextual advertising is also an effort for the network to give back to its users, with the first-ever ad revenue-sharing program. 

Select creators can receive a 50% split of ad revenue from TikTok, and brand ads will appear in the top 4% of content on any given day. 

How does it work? 

TikTok’s aim for this new feature is to highlight the culture and trends created and shared on the app. They are allowing the space for brands to integrate with this culture and be a part of the conversation. This means that TikTok is bridging the gap between brands and culture, creators and entertainment. 

With the TikTok Pulse program, 12 categories are offered, where brands can choose which topics they want to place their ads on. These categories include topics such as fashion, beauty, gaming, cooking, books, sports, and health and wellness. 

After brands choose the category they want their ads to appear in, the app will work its magic to place their ads on the top content of that day. The idea is that now brand ads will appear on the top creators’ content. 

The way that TikTok ranks videos in the app are based on these factors: 

  • Engagement: shares, likes, comments, etc. 
  • Video views and recent growth 
  • Creator engagement signals 
  • Brand safety and positive signals for both creators and the content 

How to set up TikTok Pulse campaigns 

In order to create these TikTok Pulse campaigns, you must have a TikTok Ads Manager account to manage all your TikTok campaigns. Once you have set up an account, you will be able to view your dashboard and current campaigns. 

To create a TikTok Pulse campaign

  1. Go to the “Campaign” tab of the TikTok Ads Manager and click on “Create”. 
  2. Choose the “Reach & Frequency” buying option. 
  3. Select “Reach” in the Advertising objective. 
  4. Choose TikTok Pulse for the campaign type. 
  5. In settings, choose a campaign name and click Continue

Once you have got to this point, you will now choose the Ad Group Name, which should reflect the goal of this campaign. You will then set specific parameters for Audience, Demographics, Interest, and Device. In the next options, you can schedule your campaign and choose the duration, target specific lineups, and frequency of your ads. 

The last step will be the Ad level, where you will enter your actual ad, including the text and content. You can either choose to run an in-feed spark ad or a non-spark ad. 

Who can join TikTok Pulse? 

This program is designed for larger creators, so in order to be a part of TikTok Pulse, there are a few requirements that must be met. To qualify creators must: 

  • Follow the TikTok Community Guidelines
  • Have at least 100,000 followers 
  • Have posted at least 5 videos in the last 30 days 
  • Be at least 18 years old

Once again, creators can earn 50% of revenue from Pulse ads that are placed in their videos.

This is yet another way for creators to monetize their TikTok, and for brands to join in the popular conversations.

What do you think of TikTok Pulse? Let us know in the comments below 

Anniston Ward Anniston Ward , 07 February 2023

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