What is TikTok Pulse? An Initiative for Brands & Creators Alike

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In recent years, TikTok has recognised the culture that has been created on the platform and the way in which brands and advertisers have become part of it.

We’ve seen both small businesses, such as Coco Cosmetics and Little Moons, and huge brands like Ryanair and ASOS growing their followings by participating in trends and conversations on the platform.

In order to help brands continue to embrace the creativity of TikTok, engage with relevant creators and align with the content their audiences love, TikTok has introduced TikTok Pulse.

In this guide, we’ll be explaining what exactly TikTok Pulse is, how it can help marketers & creators and how to set up TikTok Pulse ads.

What is TikTok Pulse? 🤔

TikTok Pulse is a new advertising initiative that allows advertisers to place their brand next to the top content on the For You Page, giving them the tools and controls to be part of trending topics that engage audiences.

This benefits both the brands and the top creators, who will receive 50% of the ad revenue on ads placed next to their videos.

How TikTok Pulse Helps Marketers 👩‍💻

Increase Brand Exposure by Featuring Next to the Most Engaging Content

TikTok Pulse puts brands where they need to be, alongside the top 4% performing creators and videos on TikTok.

Drive Engagement & Actions with Diverse Communities

TikTok offers 12 categories of Pulse, in which brands can place their ads next to the most culturally relevant content. The categories include popular topics from beauty and fashion to cooking and gaming, as well as other verticals.

This creates an opportunity for brands to engage with the communities that are most important to them.

Feel Safe & Confident with Brand Suitability Measurements

TikTok’s inventory filter makes sure that TikTok Pulse ads run adjacent to verified content with high levels of brand suitability.

What’s more, additional post campaign measurement tools, such as third party brand suitability & viewability verification, allow brands to analyse the impact of their campaigns.

How TikTok Pulse Helps Creators 🤳

A New Way to Make Money on TikTok

Users within the top 4% of creators on the app will receive 50% of the revenue TikTok makes from the sponsored brand posts it places next to their content.

Which Creators are Eligible for TikTok Pulse? 👥

In order to participate in TikTok pulse, you must meet TikTok’s Community Guidelines and maintain the following criteria:

✅ Be a TikTok Creator

✅ Have at least 100K followers

✅ Post at least 5 videos in the last 30 days

✅ Be at least 18 years old

If you are eligible for TikTok Pulse, you will receive a notification on your account to let you know you can participate.

How Much Does TikTok Pulse Pay Creators? 💸

Is TikTok Pulse worth it? Well, as a creator if you’re already meeting all criteria, you won’t actually have to do anything extra than you’re already doing.

However, for those wondering how much they can actually make from the feature, Twitter user @thehashaq shared how much he was paid from TikTok Pulse in November 2022.

According to his Tweet, he was paid $7.09 per 1000 video views.

Another Twitter user, @JoshBarracks shared that he had only received 74¢, despite having 20 Million views in the past month.

How to Set Up TikTok Pulse Campaigns as a Brand 📣

Campaign Level

1. In the Campaign section of your Ad Account, click Create to start a new campaign.
2. Select Reach & Frequency
3. Select Reach in the Advertising objective
4. Select TikTok Pulse in the Campaign type.
5. Enter a campaign name in Settings.
6. Click Continue.

Ad Group Level

1. Ad Group Name. Choose a name that reflects the goals of this ad group.
2. Audience Targeting. Select desired parameters for Audience, Demographics, Interest and Device. (Refer to the TikTok Pulse Planning Packet for targeting recommendations)
3. Contextual Targeting.
4. In ‘Feed Type’ make sure that Standard Feed is selected.
5. In ‘Content Topics’ select TikTok Pulse content lineups (don’t select anything under ‘General Content’)
6. ‘All Pulse’ is the default state, meaning all Pulse content lineups are auto-selected by default. We recommend targeting all Pulse lineups and allow the system to find the lineups that best match your audience and creative.
7. If you would prefer to target specific lineups, we recommend choosing 4-5 lineups. Choose those that are relevant to the audience you are targeting.
8. In ‘Content Exclusions’ confirm that the Limited Inventory filter is auto-selected.
9. In ‘Schedule’, select a date range for when you want to deliver your ads.
10. Ad delivery will begin at 12:00 AM in your selected country/region and the end time will be at 11:59 PM each day.
11. Ad delivery can be scheduled up to 225 days in advance of the current date.
12. Ad delivery can be scheduled between 1 and 90 days.
13. Ad Groups must be created at least 1 day before ad delivery starts.
14. In ‘Reservation’, choose a reservation purchase method. Choose from Budget, Impressions, Reach or Reach Percentage.
15. In ‘Optimisation Goal’, make sure that Reach is auto-selected.
16. In ‘Frequency Cap’, select how often you want people to see your ads. You can choose from the default frequency cap or set your own.
17. In ‘Ad Sequencing & Schedule’, select your desired delivery mode if you are using multiple creatives.
18. Once the Ad Group has been prepared, click Next. This will display the ‘Submit Order’ and ‘Reserve Audience’ screen.
19. To reserve your ad without adding your creative, click Just Submit Order.
20. When you want to add your creative, click Continue to Add, then proceed to Ad level setup.
21. If you need more Ad Groups for additional Pulse lineups, go back to the Create page in Step 1. Go to ‘Use existing’ in the Campaign level section, select the existing campaign and then repeat Steps 1-12 to set the new Ad Group.

Ad Level

1. Enter an Ad Name.
2. Select your Identity options, including the Display Name, Text and Profile Image.
3. Traffic your Ad creative by uploading a video or choosing one from your library.
4. Add Interactive add-ons.
5. Set your Destination page options and add a website URL and/or CTA buttons.
6. Add any pixels or 3P impression/click tracking URLs.
7. Click the +Add button to traffic additional ads if needed and repeat steps 3-6.
8. Once you’re happy with your ads, click Submit to send the ads to review.

Get Help from the Professionals 💁‍♀️

Are you a brand or creator looking to benefit from TikTok Pulse? If you’re not sure where to start, get in touch with our team of social media experts at Statuo for more help.

We can help you to run a successful TikTok Pulse strategy to increase brand awareness, engagement, reach new audiences or make more conversions- whatever your goal is.

For expert help with creating your TikTok strategy, get in touch with our team today.