TikTok is looking to draw more advertisers to the platform with the creation of TikTok Pulse, the company announced Wednesday. The idea is to “help brands be on the pulse of entertainment and culture on TikTok.”
What that essentially means is that with TikTok Pulse, advertisers can increase their exposure by paying for TikTok to show their content right after the top videos on the platform — more specifically, those in the top 4% of all TikTok videos.
TikTok will offer 12 categories of Pulse to ensure advertisers are speaking to the right audiences. Some of those categories include beauty, fashion, cooking and gaming.
TikTok says brand content will be matched with trending content that meets brand suitability measurements. The company will be using a proprietary inventor filter to ensure this. Extra campaign measurement tools, like viewability verification, will also give advertisers the chance to analyze and review how well their campaigns performed.
TikTok also announced that they’re exploring an advertising revenue share program with creators, public figures and media publishers. Creators and publishers with at least 100,000 followers can participate in the initial phase of the trial.
“We’re focused on developing monetization solutions in available markets so that creators feel valued and rewarded on TikTok,” the blog says.
“From the very beginning, we’ve committed to working with our community to bring new features that enrich the TikTok experience, and we look forward to continuing that journey with TikTok Pulse.”
TikTok, like other social networks, is increasingly investing in creators on the platform to keep both advertisers and audiences engaged. Last December, TikTok developed Creator Next to help creators further monetize their accounts through the TikTok Creator Fund, TikTok Creator Marketplace, Live Gifts, Video Gifts and Tips. TikTok Pulse is yet another addition to that initiative.