TikTok adds new tools to ‘Pulse Core’ to give brands more placement options
The goal is to enable brands to show up next to trending content
TikTok is adding more options to its Pulse advertising suite. The company announced two new offerings: Pulse Core and an expanded Pulse Premiere, along with broader sponsorship opportunities on and off the platform.
TikTok says the update aims to allow advertisers to align more closely with trending and culturally relevant content.
What Pulse Core offers advertisers
Pulse Core is designed to help brands stay close to the most talked-about content on the platform. It introduces four placement types, each targeting a different way users engage with TikTok:
- Custom Lineups use generative AI to enable brands to build a personalized content category based on what matters to them.
- Max Pulse places a brand’s ad next to the top 4% of content across TikTok, regardless of category.
- Category Lineups offer placements next to the best content in specific areas like beauty, sports, or fashion.
- Seasonal Lineups focus on events and moments like Mother’s Day, the holidays, or back-to-school season. This feature allows brands to align their messaging with what users are watching during those times.
Pulse Premiere gets more premium partners
TikTok’s Pulse Premiere, which gives brands ad placements next to trusted publisher content, is also expanding. The platform is adding new partners: Formula 1, Red Bull Media House, and Warner Bros. Discovery.
These partnerships allow brands to advertise alongside professionally produced content, especially during major cultural moments and tentpole events. TikTok says this move gives marketers access to placements they can trust while still being part of what's trending on the platform.
New sponsorship packages round out the offering
In addition to updates within the Pulse suite, TikTok is rolling out new content sponsorship packages. These options will be available both on and off the platform.
According to the platform, “Brands can now create tailored experiences on TikTok around specific searches, hand-picking the content, interactive features, and storytelling that users will see when they look up certain keywords.”