TikTok is addressing algorithm ambiguity by offering partners more predictable media buys.
Ahead of its NewFronts presentation on May 4—which will be a “closed-door event” not open to the media—the platform has outlined its plan to give advertisers more control over ad placements, with its Pulse Premiere offering taking center stage.
Pulse Premiere is TikTok’s latest effort to position paid content as more of an entertainment addition rather than an interruption, a strategy that the platform has boasted since its early days.
By offering paid brand placements directly after content from its network of “premier publishers,” which includes Condé Nast, Dotdash Meredith and Hearst, the platform wants to both sell brand safety and propose increased ad ROI.
“Premiere puts advertisers who are at the top of their game alongside our content, ensuring that the ecosystem that forms around us helps elevate our brand,” David Bruce, svp of brand and integrated marketing at Major League Soccer, said in a statement.
The initiative is an extension of TikTok Pulse, a solution announced in the company’s 2022 NewFronts that allows brands to position their ads alongside the top 4% of organic content within their category. For example, paid creative from a beauty brand would be positioned alongside a trending makeup creator.
The 11 categories in the Pulse lineup also include sports, gaming, art and animation. These pairings are driven by views and engagements on the user-generated content, as well as a TikTok inventory filter that pairs content based on brand safety concerns.
In 2021, TikTok worked to differentiate itself from competitors by launching Spark Ads. This feature allows advertisers to amplify organic, user-generated content with ad dollars after a post has gone live. The platform works to win over advertisers by stressing the purchasing power that consumers hand over to their For You page.
According to the company, an internal study found that 73% of people feel a deeper connection to brands they interact with on TikTok compared to other platforms, and 67% say TikTok inspired them to shop when they weren’t looking to do so.
