Recently, one of the most used social media platforms, TikTok has launched Pulse Premiere to connect creators and advertisers.
This new feature they confirmed will allow publishers to debut their content exclusively on TikTok up to 72 hours before releasing it on any other platforms as it was designed to encourage more publishers to create high-quality, original content for TikTok, which has been gaining massive popularity among younger audiences. Pulse Premiere will also give publishers access to TikTok’s data and analytics, allowing them to track how their content is performing and optimize it for maximum engagement.
The new feature solidifies TikTok’s position as a major player in the social media landscape and could help attract more advertisers to the platform. Pulse Premiere operates similarly to the original Pulse, which marked TikTok’s first foray into contextual advertising. Rather than placing ads in the top 4% of vetted creator content in categories like beauty or automotive, Pulse Premiere aligns them with a roster of premium publishers who are eager to reach the video-sharing’s younger-skewing audience and tap into fresh sources of revenue.
In a statement, global revenue officer and president, U.S. Revenue and APAC at Conte Nast, Pam Drucker Mann said that “TikTok has become one of the Vogue and GQ owner’s most valuable
He said, “Our advertisers know that culture is the new key performance indicator, and the Pulse Premiere solution finally enables clients to match media buying with how consumers are consuming our brands, like Vogue, GQ and Vanity Fair, on TikTok.
“TikTok did not break out how Pulse Premiere’s revenue-sharing model works. As with the creator-led Pulse, brands can target their ads around different verticals, including lifestyle and education, sports and entertainment, along with timing campaigns to specific events.”
On a similar note, Mann added that the original Pulse is integrating a new tool called Pulse Seasonal Lineups, which TikTok described as its first moment-specific ad.
The latest offering from the social media giant will allow creators to earn 50% of the revenue generated from ads placed behind their content, taking TikTok’s Pulse project to the next level. Until now, Pulse only allowed marketers to place ads alongside the top 4% of the highest-quality content. However, Pulse Premiere is now more inclusive, enabling participating publishers to place ads after all posts.