TikTok is turning the top 4% of videos on the platform into a new level of “premium” advertising, dubbed Pulse, as it seeks to help brands follow trends that take products off shelves. TikTok is also using Pulse as its first revenue-sharing ad product with creators, which means they will receive a split of the money that comes in through the program.
TikTok today announced the new video ad product, which is similar to the way Google and Facebook have reserved video categories for the highest-spending brands. TikTok’s announcement came ahead of their first NewFronts live show. “TikTok Pulse, which is our big product announcement, will put brands next to the top 4% of all TikTok videos,” Sandie Hawkins, general manager of TikTok North America, said in a phone interview this week. “And that puts them at the heart of every TikTok community, alongside all the content that is driving conversation and action.”
Hawkins didn’t say how much money TikTok would charge brands to participate in Pulse, but the show is the kind of advertising delivery platform designed to chase TV advertising budgets, which are available during NewFronts negotiations. Brands are looking for safer, curated video selections to appear alongside social media, especially as there are concerns that some of the user-generated content on the services may reflect poorly in their messages.
Hawkins said TikTok would identify the most popular videos and then only run tags below those videos. “It’s the most engaging, highly responsive, and brand-safe video views that are growing the fastest,” Hawkins said.
The videos available to Pulse advertisers aren’t necessarily the ones with the most views, but are ranked according to a formula that measures how much they’re “taking off,” Hawkins said. “That this is the content that is creating the most engagement and community on the platform”, disse Hawkins.
“So if you think about those times when products are selling out, when people are sharing TikToks, right, with everyone, those are the top 4%.”
TikTok said Pulse-eligible creators must have at least 100,000 followers. TikTok also said it would share the revenue with these creators. Pulse offers some contextual targeting for advertisers as it is broken down by category. TikTok said there will be 12 categories to start with, but didn’t name all of them, but they include beauty, fashion, cooking, and gaming.
Google, Facebook, Twitter and Snapchat have developed products that reserve an upper echelon of videos for brands to run messages alongside or within those videos. Meta’s Facebook, for example, has Watch, which is a YouTube-style video hub where brands can request “in-stream booking” ads.
Reserving ad space allows brands to better control the content they sponsor and the environment in which they appear. Meta discussed the in-stream booking ads, launched in 2019, at its first NewFronts live event on Tuesday. Meanwhile, Google has a premium ad product called YouTube Select, reserved for the top 5% of video content on the service.
Amazon’s Twitch discussed more curated content for advertisers as part of its NewFronts program on Monday. All platforms are trying to win over advertisers who have been burned by inappropriate content on social media. Chinese-owned TikTok also needed to come to NewFronts with a message about brand safety as advertisers are concerned about how teens are affected by social media and online trends that can reflect negatively on advertisers.
In the case of TikTok, associating with faster trending videos can also help brands grow their sales, as the platform has a reputation for helping to boost the popularity of products. TikTok has led to several viral commerce moments for brands that didn’t even expect attention.
“It’s premium in terms of brand security“, This Hawkins on the TikTok Pulse,”but it’s also about the top 4% of TikToks that are taking off”.
This article is a translation of the writing by Garett Sloane to the website AdAge.
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