TikTok has released a new advertising playbook which outlines how brands can use the app’s Top View and Pulse Suite premium placement options to maximize their holiday promotions.
TopView enables TikTok advertisers to secure the first placement spot in the TikTok feed on a given day, ensuring that their promotion is the first one shown to users when they open the app.
TikTok’s Pulse Suite, meanwhile, includes a range of options. Pulse Premiere lets advertisers place their promotions alongside premium content from top publishers in the app, while Pulse Core, Pulse Mentions and Pulse Tastemakers enable similar placement controls and allow marketers to showcase their ads alongside timely, popular content.
These premium ad options can be particularly valuable when engagement peaks in the app, like during major events. However, they do cost more, and are therefore aimed at higher-end ad buyers.
But for brands looking to maximize the reach and resonance of their campaigns, they could be worth considering.
TikTok’s 12-page guide provides insight into how people use the app around major cultural moments, and how brands can tap into this to maximize exposure.
The guide also includes seasonal trend notes which underline the value of end-of-year and new year engagement.
In addition, the playbook includes some interesting charts on in-app engagement around major events, including the Super Bowl:
As well as the FIFA World Cup final:
These insights provide a tangible look at the potential value of TikTok ad placement, which TikTok is using as a means to promote its higher-end promotional buys.
Those numbers are compelling, but again, these are expensive ad options.
According to reporting from Stackmatix, TopView campaigns in the app cost at least $50,000 for a one-day promotion, with similar costs for the Pulse Suite offerings.
But for those looking to make a big splash, at just the right time, the data here shows that TikTok’s event and season-linked promotions could give campaigns a major boost.
