TikTok Pulse puts brands next to the top 4% of videos

TikTok has announced plans for a “contextual advertising solution” that will let advertisers get visibility next to the top 4% of content in TikTok’s For You feed.

What is TikTok Pulse. This is TikTok’s first exploration of an advertising revenue share program with creators, public figures and media publishers, the company said. Ad revenue will be split 50-50 with creators.

By advertising in Pulse, brands will appear among the top 4% of all videos of TikTok in 12 categories. These categories include:

• Beauty & personal care.
• Fashion.
• Cooking & baking.
• Automotive.
• Gaming.​

Brand suitability. One concern for brands could be appearing alongside questionable content. Here’s what TikTok says it’s doing to ensure a safe environment for brands:

• “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. 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.”

Eligibility requirements. Creators and publishers must have at least 100,000 TikTok followers. 

When it will launch. Pulse will become open to U.S. advertisers in June. It will expand to more countries in the fall.   

Why we care. TikTok has become a massive social platform that is hard for brands to ignore. This new program offers brands a way to get exposure alongside the top trending TikTok videos, which can get millions of views.