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

TikTok has announced plans for a "contextual advertising solution" that will allow advertisers to get visibility next to the top 4% of content in TikT

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

What is TikTok Pulse. The company said this is TikTok’s first exploration of the ad revenue sharing program with creators, public figures and media publishers. Ad revenue will be split 50-50 with the creators.

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

  • Beauty and personal care.
  • fashion.
  • Cooking, baking.
  • the cars.
  • the games.

Brand fit. Brand concerns may appear alongside questionable content. Here’s what TikTok says it does to ensure a safe environment for brands:

  • “Our inventory filter ensures that TikTok Pulse ads run alongside verified content with the highest level of brand relevance applied to the platform. Additional post-campaign metrics like third-party brand relevance and viewability checks provide advertisers the opportunity and transparency to analyze and understand impact of their campaigns.

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

When will you launch? Pulse will open to US advertisers in June. It will expand to more countries in the fall.

Why do we care. TikTok has become a huge social platform that is hard for brands to ignore. This new program offers brands a way to get viewed alongside the most popular TikTok videos, which can get millions of views.

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Danny Goodwin is Senior Editor at Search Engine Land. In addition to daily writing on SEO, PPC, and more about Search Engine Land, Goodwin also operates a roster of Search Engine Land experts in search. It also helps with programming for our SMX Conference Series – Search Marketing Expo. Prior to joining Search Engine Land, Goodwin served as Executive Editor at Search Engine Journal, where he led editorial initiatives for the brand. He was also an editor at Search Engine Watch. He has spoken at many major research conferences and virtual events, and his expertise is drawn from a wide range of publications and podcasts.


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