By Jonathan Baker and Shannon Duer, EGC’s Senior Social Media Manager Give TikTok credit. Despite the ongoing debate in Washington, D.C. over whether this Chinese-based social app will (or will not) remain and operate in the United States, its passion to innovate carries on. With its latest release, it is safe to say that TikTok knows the pulse of marketing on social media—literally and figuratively. TikTok Pulse Three years ago, TikTok introduced “Pulse” to the world. Through Pulse, brands have been able to place relevant ads next to top-performing video content on TikTok. This gives brands greater visibility and opportunities for engagement among users. In short, TikTok Pulse may have set a “gold standard” in contextual advertising. Now, the app is taking Pulse to a new level. Presenting TikTok Pulse Core Through the app’s newest iteration—TikTok Pulse Core—ads from participating brands appear in-feed as soon as a brand-safe video from the top 4 percent of user-generated content is played. This is the significantly distinguishing feature of TikTok Pulse Core. Unlike the app’s “Pulse Premium,” where ads appear alongside content from well-known (read: “premium”) publishers, TikTok Pulse Core gives users who create content a chance to show their stuff. TikTok ratchets up the versatility and possibilities… The Lineups of TikTok Pulse Core Taking every possible “video-plus-brand” combination into account, TikTok Pulse Core has something for everyone (and every brand). The common foundation of all these possibilities is one word: “lineup.” The classifications (or lineups) where ads are visible and engaged with via TikTok Pulse Core are as follows: 1. Category This lineup presents top-trending content on TikTok across diverse categories that include “beauty and personal care” and “sports and recreation,” among other classifications. Brands that are relevant to a particular category (e.g., a well-known vitamin company matching to “beauty and personal care”) can build a connection and gain added visibility. 2. Seasonal Advertising connected to Halloween, Thanksgiving, and winter holidays—among other special days on the calendar—has been a staple in brand promotion for centuries. Through TikTok Pulse Core, brands receive maximized exposure (not to mention the possibility for new customers and added sales). 3. Custom Whatever the most popular content on TikTok may be at any given time, there is likely a contextual advertising possibility that brands can capitalize on. So, if a brand has a product or service that has the potential to connect to a hot trending “topic of the moment,” TikTok Pulse Core could likely devise a brand strategy to accompany the content. With TikTok Pulse Core, brand owners and creators of user-generated content throughout the social media universe will be happy. (This will be possible of course if in fact the app is cleared to operate in the U.S.) Time will tell. Shannon Duer, Senior Social Media Manager at EGC, offered these insights: “Pulse Core can be very beneficial for keeping your clients ahead of the curve on TikTok. It bridges the gap between organic virality and paid media by putting your best content next to the most buzzworthy videos on the platform. It’s a smart way to boost visibility, stay brand-safe, and meet your audience where they’re already engaged.” Are you utilizing video content in your brand’s social media strategies? Whether TikTok, Facebook, Instagram, or YouTube, The EGC Group can increase this visibility. Reach out to us and find out how your social presence will be seen, heard, and remembered.
