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By Mallory Mattingly
TikTok is expanding the TikTok Pulse Suite with two new tiers, Pulse Core and Pulse Premiere, to help advertisers reach even more users, despite the app’s uncertain future in the United States.
“The TikTok Pulse suite allows you to build cultural relevance by placing your ads in-feed immediately after the platform’s top trending and most premium brand-safe content resonating most with audiences,” the platform explained.
“They are looking at the number of followers you have, the average engagement that you have across the platform, they’re looking to see if your account is in good standing, and they’re looking for a pattern. If you have multiple community guidelines violations, you may not be eligible for this,” a TikToker explained of how the platform scouts specific creators to join TikTok Pulse.
@seansvv @TikTok Just launched #tiktokpulse Here’s what you missed… #termsandconditions #fineprint #edutok #legaltok #pulse #revenue #revenuestream #agency
Currently, though, TikTok’s future in the U.S. is unknown. It must either divest from its Chinese-owned parent company ByteDance or be banned in the country. President Donald Trump has extended the divest-or-ban deadline twice now, with a new date of June 19. However, the president signaled in an interview with NBC last week that he would consider another extension.
While TikTok’s long-term future isn’t clear, the company continues to invest in its marketing capabilities through its Pulse Suite additions.
With Pulse Core, advertisers can “maximize real-time community conversation that happens only on TikTok by placing advertisers next to the top user-generated content across different pre-set categories or a customized lineup designed for a brand or campaign need,” TikTok described in a blog post.
Related: How TikTok’s Algorithms Show Users Potentially Harmful Content
There are four different subcategories within Pulse Core:
- Max Pulse: This is where ads are placed “next to the top 4% of content on TikTok based on the Pulse Score.”
- Category Lineups: These are “pre-built lineups featuring the top trending TikTok content based on the Pulse Score across a variety of categories.”
- Seasonal Lineups: These features are “pre-built lineups featuring the top trending TikTok content based on the Pulse Score during key seasonal moments.”
- Custom Lineups: These are lineups of “TikTok’s top trending, brand suitable content, curated with the help of Generative AI to fit your specific marketing needs.”
Similarly, Pulse Premiere gives “advertisers the opportunity to place their ads next to the most relevant and suitable premium content from top publishers across sports, entertainment, and lifestyle. Premiere publishers are available for targeting both during specific tentpole events or for always-on presence throughout the year.”
TikTok has expanded its premiere partners, which now include Warner Bros. Discovery, Formula 1, and Red Bull Media. Existing partners with TikTok include BuzzFeed, Condé Nast, Disney, DotDash Meredith, Hearst, MLS, NBCUniversal, NFL, NHL, Paramount and Vox.
“We are continuing to invest and develop our TikTok product suite to help advertisers meet their audiences in the moments that matter most — driving deeper impact across awareness, consideration, and outcomes,” Global Head of Product Operations and Solutions at TikTok, David Kaufman, told Deadline.
TikTok is continuing to build its platform, even while its future in the United States remains uncertain.
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