TikTok launches ‘Pulse’ ad program for top content

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

The blog says Pulse is a “contextual advertising solution” and will allow advertisers to place their brands alongside the main content of the For You feed.

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

The blog states that marketers often look for opportunities to be in the midst of various culturally relevant moments, which prompted the social media company to create Pulse. The company’s aim is said to be to create “creative tools” so brands can connect with “the broader communities around them”.

The blog says TikTok will add 12 Pulse categories where brands can place ads alongside culturally relevant content. Categories include beauty, fashion, cooking, games and more.

Additionally, the company’s proprietary inventory filter allows TikTok ads to display alongside verified content with the “highest level” of brand fit.

See also: TikTok owner ByteDance is advancing the music streaming service on the continent

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

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

The app is similar to Resso, another music streaming app that ByteDance launched three years ago.

“Soda Music is an app based on Douyin’s continued music endeavors,” a Douyin spokesperson said in a statement. “Douyin launched it as a standalone app to better serve our users as well as artists in the industry.”

ByteDance’s foray into music streaming comes because there aren’t as many exclusive music licensing deals in place.

The app is said to be still in beta phase and requires an invite code.



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