TikTok Pulse: Precise targeting and increased engagement for your ads
TikTok Pulse is a powerful platform advertising tool that allows brands to amplify and position their ads alongside the highest performing and most popular videos.
In this article, we'll explore in depth what TikTok Pulse is, how it works, its benefits, and how to set up effective campaigns to make the most of this innovative tool.
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What is TikTok Pulse?
TikTok Pulse is an advertising tool on the platform that allows brands to amplify and position their ads alongside the highest performing and most popular videos on the app.
This tool leverages TikTok's advanced algorithm, allowing you to select specific categories of content where you want your ads to appear, thereby facilitating its targeting capabilities to maximise the visibility and impact of your ads. In addition to ensuring that these ads are natively integrated with content, increasing the likelihood of user interaction and engagement, it provides access to detailed metrics and analytics tools to measure and optimise the performance of ad campaigns in real time.
For brands, TikTok Pulse offers a way to reach a wider audience engaged with their content, while supporting creators who enjoy it.
How TikTok Pulse works
TikTok Pulse is an advertising tool from TikTok that allows you to position your ads next to the most popular and relevant content on the platform. Here's how it works:
1. Selection of relevant content
TikTok Pulse places ads next to the best content on TikTok, the content that is in the top 4% in terms of engagement. This ensures that ads are displayed in a highly visible and engaging context.
2. Category targeting
TikTok Pulse allows you to choose the content categories in which you want your ads to appear. Categories can include topics such as beauty, fashion, cooking, video games, pets, among others. This helps you reach specific audiences that are relevant to your brand.
3. Native ads
Ads on TikTok Pulse are designed to integrate natively with the content on the platform. This means that ads look and feel like part of the natural flow of TikTok, which can increase the likelihood of user interaction and engagement.
4. Analytics and measurement
TikTok Pulse provides access to a variety of metrics and analytics tools to measure the performance of your campaigns. This includes data on reach, frequency, engagement, and other key metrics that can help you evaluate and adjust your strategies.
5. Leveraging TikTok's algorithm
TikTok Pulse benefits from TikTok's powerful recommendation algorithm. By placing ads next to popular content, you can leverage the algorithm's ability to attract users and keep them engaged, thereby increasing the effectiveness of the ads.
6. Integration with other TikTok tools
TikTok Pulse can be used in conjunction with other TikTok tools and features, such as hashtag challenges, augmented reality filters and influencer campaigns. This integration allows you to create more complex, multi-faceted campaigns that can appeal to a wider and more diverse audience.
7. Adoption of safety and quality standards
TikTok Pulse ensures that ads are placed in a safe and appropriate environment, respecting TikTok's community standards and content policies. This protects both users and brands, ensuring a positive and trustworthy advertising experience.
What are the benefits of using TikTok Pulse?
Using TikTok Pulse offers several significant benefits for brands. In addition to demonstrating good results in terms of ad effectiveness and safety. Here are the main benefits:
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Ad recall: Campaigns that include TikTok Pulse increase ad recall by 9.8% on average.
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Awareness: Campaigns that include TikTok Pulse increase brand awareness by 6.8% on average.
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Attention: TikTok users spent 33% more time viewing ads placed next to favourable content.
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Affinity: 84% of TikTok users who have seen a TikTok Pulse ad agreed that the advertised brand is popular.
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Safety: 98% of content appearing alongside TikTok Pulse ads is brand-appropriate, verified by IAS.
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High visibility and reach: TikTok Pulse ensures that ads are placed alongside the most popular and highly engaged content on the platform. This increases the visibility and reach of ads, ensuring they are seen by a wide audience.
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Precise targeting: Allows you to select specific categories of content where you want your ads to appear. This helps to reach highly relevant audiences for the brand, improving the effectiveness of advertising campaigns.
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Increased engagement: Ads on TikTok Pulse are natively integrated with TikTok content, making them appear to be part of the natural video stream. This can increase the likelihood that users will interact with the ads, resulting in higher engagement.
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Leveraging TikTok's algorithm: TikTok Pulse uses TikTok's recommendation algorithm to place ads alongside engaging content. This ensures that ads are seen in a context where users are already highly engaged, increasing campaign effectiveness.
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Detailed analytics and metrics: Provides access to detailed metrics and analytics tools that allow you to measure the performance of your campaigns in real time. This includes data on reach, frequency, engagement and other key metrics, facilitating ongoing campaign optimisation.
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Integration with other TikTok tools: Can be used in conjunction with other TikTok marketing tools, such as hashtag challenges and augmented reality filters. This allows for the creation of more comprehensive and engaging campaigns, which can appeal to a more diverse audience.
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Increased Return on Investment (ROI): Thanks to TikTok Pulse's ability to reach targeted and engaged audiences, advertising campaigns can achieve a higher ROI. High visibility and engagement can translate into higher conversions and sales.
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Flexibility and adaptability: TikTok Pulse allows you to adjust your strategies based on real-time data and performance. This flexibility is crucial to optimise campaigns and maximise their effectiveness.
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Brand building: By placing ads alongside popular, high-quality content, TikTok Pulse can help build brand awareness and strengthen brand image. Users associate ads with content they already enjoy and respect.
TikTok Pulse features
TikTok Pulse includes different options tailored to different advertising needs that offer more reach, relevance and predictability of adjacent content:
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Max Pulse: ads are placed next to the top 4% of the most popular content on TikTok based on Pulse Score across all content categories, in addition to the 13+ Pulse category selections in the video sets per category, to maximise reach.
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Category Video Sets: Video sets showcasing TikTok's most popular content based on Pulse Score across 13+ categories (Pulse Beauty & Personal Care, Pulse Sports & Entertainment, etc.) allowing brands to create an association with a specific content type and get the best contextual placement.
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Seasonal Video Sets: show the most popular content on TikTok based on Pulse Score during important seasonal events such as Thanksgiving, the Christmas period, etc., allowing brands to optimise brand awareness, relevance and affinity.
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Pulse Premiere: Brands will be able to run ads alongside content from premium advertisers. With Pulse Premiere, ads are placed directly after videos from top publisher partners in the lifestyle and education, sports and entertainment categories.
How to set up TikTok Pulse campaigns
This feature allows you to publish In-Feed Ads on the most trending, engaging and brand-safe content, which makes up 4% of the most popular videos on the platform. Here's how to set up TikTok Pulse campaigns.
Campaign level
- In the Campaign section of your ad account, click Create to start a new campaign.
- Select Reach under Advertising Objective.
- As Campaign Type, select TikTok Pulse.
- Under Settings, enter a name for the campaign.
- Click on Continue.
TikTok Pulse is a powerful and versatile advertising solution that, by harnessing the potential of TikTok, enables brands to strengthen their image, increase recognition and achieve outstanding advertising results.