Your brand next to the top 4% of content on TikTok!

What connects your brand with TikTok’s biggest viral hits?

If you use TikTok, YouTube, or Instagram, you probably know that empty-headed feeling after endless scrolling. For advertisers, that’s a problematic phenomenon. On one hand, the time users spend on social media forces these platforms to be included in the media mix. 

On the other hand, doomscrolling weakens cognitive functions and leads to selective content reception. As a result, only a small fraction of ads actually reach users’ awareness.

Does that mean the only option is to go viral or flood users with ads? Not necessarily. TikTok Pulse gives your brand ad space alongside TikTok’s top-performing content - specifically, the top 4% from creators worldwide. It also provides strong brand safety and places ads in the right content context.

What is TikTok Pulse?

TikTok Pulse is a reservation-based type of campaign (a convenient and safe way to purchase ads, with effectiveness known already at the planning stage) that allows ads to be shown exclusively alongside the top 4% of the platform’s most popular and engaging content. You still get access to standard targeting options.

Two variants are available:

• Max Pulse - ads appear next to viral content across the entire platform.

• Pulse Lineup - ads appear next to content from a selected category (e.g., beauty, fashion, food, gaming, entertainment, and more). For example, a cosmetics brand can run ads only alongside top beauty content - making the placement feel natural and relevant.

Pulse is a premium solution, so expect a higher CPM than with standard reach campaigns

Why is Pulse a game-changer?

• Pulse ads are shown in the middle of the feed, directly among viral content. This not only increases ad contact time but also benefits from the halo effect - users are more likely to watch ads that appear after content that has already engaged them. With Pulse Lineup, your ad also matches the theme of the surrounding content, making it more relevant.

• Pulse also guarantees brand safety - the content next to which ads appear undergoes quality selection and moderation. This means your brand won’t appear next to random or risky material.

• Even basic product ads see higher view-through and click-through rates (VTR and CTR) compared to standard campaigns.

When should you consider Pulse in a campaign?

Pulse is the perfect format for:

• branding and reach campaigns aimed at building awareness

• product or brand launches

• activities based on trends or strong cultural contexts

It’s especially recommended for brands in these industries:

• beauty

• FMCG

• fashion

• mobile apps

• entertainment and streaming

• travel

TikTok Pulse vs. In-Feed: Format Comparison

How does Pulse work in practice?

In the launch campaign for a new offer from one of our clients in the food service industry, after launching the Pulse campaign, we observed:

• an increase in 6-sec VTR by about 1.25 p.p. compared to previously run auction reach campaigns,

• an increase in 2-sec VTR by nearly 5 p.p. compared to other Auction Reach campaigns.

These results show that users stayed engaged after watching popular content. At the same time, we conducted a brand lift study, which showed a noticeable increase in brand awareness.

Conclusion? Pulse helps you get noticed even with basic creatives and a modest budget.

What’s next? Test, but strategically

TikTok Pulse is a high-potential format, but it also comes at a higher price. Metrics like CPM may seem less favorable than in classic campaigns, which is why we usually recommend:

• Combining Pulse with a brand lift study to measure real impact on awareness, since usual KPIs may not fully reflect the effects in this case.

• Scheduling ads during strategic moments that require upper-funnel reinforcement (launches, events, hero campaigns).

• Using Pulse as a supplement to an always-on strategy.

• Adjusting content, because even the best settings won’t replace engaging, native video.

Pulse runs on a reservation model, so delivery is guaranteed and costs are predictable.

Ready for Pulse? Plan your first campaign

TikTok Pulse is a premium format that won’t fit every campaign, but when used in the right ones, it can make a huge difference. It’s ideal for product launches, awareness campaigns, trend-based activity, or major cultural events. The key to success is the right timing, high-quality creatives, and a well-thought-out strategy.

Want to make sure your brand is ready for Pulse—from briefing to creatives to KPIs? 👇

At Salestube, we’ve run Pulse campaigns for clients across various industries, and we know how to get the maximum effect out of this format.