TikTok Debuts ‘Pulse’ Ad Program for Top Content


TikTok has debuted a new service called Pulse, which a company blog post says will add more advertising options for brands to get more in touch with cultural issues and events.

The blog says Pulse is a “contextual advertising solution” and will let advertisers put their brands next to the top content in the For You Feed.

“TikTok Pulse is designed to give brands the tools and controls to be a part of these everyday moments and trends that engage the community,” the company wrote.

The blog said marketers are often looking for opportunities to be in the middle of various relevant cultural moments, which spurred the social media company to create Pulse. The company’s goal is reportedly to make “creative tools” so brands can link with “the broader communities around them.”

The blog says TikTok will be adding 12 categories of Pulse where brands can put ads next to culturally relevant content. The categories include beauty, fashion, cooking, gaming and more.

In addition, the company’s proprietary inventory filter makes it so TikTok ads are running alongside verified content with the “highest level” of brand suitability.

See also: TikTok Owner ByteDance Advances Music-Streaming Service on Mainland

PYMNTS wrote that ByteDance, which operates TikTok and Douyin, the Chinese version of the app, has also rolled out a new music streaming app, looking to compete with various platforms by Tencent and NetEase.

The platform is called Qishui Yinyue, which means “soda music” in Mandarin. The app was updated April 13 after being released in March.

The app is similar to Resso, another music streaming app ByteDance put out three years ago.

“Soda Music is an app built on Douyin’s continuous efforts in music,” a Douyin spokesman said in a statement. “Douyin launched it as a stand-alone app to better serve our users as well as artists in the industry.”

ByteDance’s foray into music streaming comes as there’s not as many exclusive music-licensing deals in place.

The app is reportedly still in beta phase, and requires an invitation code.