TikTok drives culture, brings brands into the conversation, and turns moments into momentum. At this year’s NewFronts, we're making it clear that video and culture are evolving rapidly together, and we're underscoring that our community can watch it happening—only on TikTok.

The TikTok community has revolutionized how moments are consumed and curated. This transformation gives brands the opportunity to harness the power of real-time, always-on engagement and create lasting business impact around culture-defining content that unfolds daily on the platform.

At TikTok, we're innovating to make it easy for brands to be part of the moments on TikTok that matter most to them with a range of new solutions, including updates to the TikTok Pulse suite with Pulse Core, which makes it even easier for brands to align with the hottest trends and build cultural relevance, and with new Pulse Premiere partners – Formula 1, Red Bull Media House, and Warner Bros Discovery. We're also introducing new on-and-off platform Sponsorship Solutions which include Content Sponsorship Packages with a range of new partners that put advertisers at the heart of cultural moments that matter most to them.

“TikTok has become part of people’s everyday lives—it’s where they go to be educated, entertained, and to discover something new. When brands show up with that same mindset, not just to advertise but to genuinely engage, they naturally become part of the conversation. The real value comes from showing up consistently—not just during big cultural moments, but all the time—because culture doesn’t take a day off. It happens on TikTok every single day.” – Khartoon Weiss, Vice President, Global Business Solutions at TikTok

“TikTok is an indispensable partner that is driving real business impact for brands. We are continuing to invest and develop our TikTok product suite to help advertisers meet their audiences in the moments that matter most — driving deeper impact across awareness, consideration, and outcomes.” – David Kaufman, Global Head of Product Operations and Solutions at TikTok


Seize the Moment with TikTok Pulse

To help brands stay on the pulse of the most culturally impactful moments and content on TikTok, we created TikTok Pulse, a first-to-market suite of products that drives cultural relevance for brands by giving them the ability to have their content show up next to the hottest, trending, and most-premium brand safe content. The Pulse suite puts advertisers where they need to be on the TikTok For You feed and, according to a recent iSpot meta analysis, in a typical Pulse campaign, 45% of the audience reached hadn’t seen the ad on TV — highlighting the strong and consistent unique reach Pulse delivers. (1)

Today, the TikTok Pulse suite is offering more ways to do this with Pulse Core and Pulse Premiere.

  • Pulse Core allows advertisers to maximize realtime community conversation that happens only on TikTok by placing them next to the top user generated content by category, holiday, or even custom-built content that works for their brand. On average, Pulse Core campaigns are 100+ times more likely to appear next to trending topics than other campaign types during the same time period.(2)
    • Custom Lineups: leverages the power of generative AI to offer advertisers the best content related to a completely bespoke category or line up built just for the brand
    • Max Pulse: places a brand's ads next to the top 4% of content on TikTok across all content categories for maximum available reach
    • Category Lineups: places ads next to the best content related to a topic or genre like Sports or Beauty
    • Seasonal Lineups: focuses on the best content related to a cultural moment like Mother's Day or Back to School
  • Pulse Premiere offers advertisers exclusive placement alongside official content from premium publishers during major tentpole events and cultural moments, and also alongside always-on evergreen content from publishers across sports, entertainment, and lifestyle categories. This year we are expanding our Premiere roster by adding Formula 1, Red Bull Media House and Warner Bros Discovery to our suite of existing publisher partners, which includes BuzzFeed, Condé Nast, Disney, DotDash Meredith, Hearst, MLS, NBCUniversal, NFL, NHL, Paramount, and Vox.

“TikTok is one of the fastest growing platforms for Formula 1 and is part of the reason we are seeing phenomenal growth among younger audiences around the world. I am delighted that we are expanding our relationship with them as a Pulse Premiere partner to continue this growth.” - Jonny Haworth, Director of Commercial Partnerships at Formula 1

Learn more about how brands can show up next to top trending content here.


Tapping into Cultural Moments

To equip advertisers with tools to engage audiences before, during, and after moments that matter most to them, we're introducing new Sponsorship Solutions that offer new ways for brands to impactfully show up on and off TikTok during tentpole moments and cultural milestones. Brands can now create tailored experiences on TikTok around specific searches, hand-picking the content, interactive features, and storytelling that users will see when they look up certain keywords.

  • We are also including new Content Sponsorship Packages that put advertisers at the heart of cultural moments with Live Nation's The Submix, Beauty Month: Game Face, Las Vegas Grand Prix, and more.
    • Live Nation's The Submix: Launching on TikTok, the Submix is Live Nation’s new content channel built to bring fans even closer to the live music they love — with behind-the-scenes footage, on-the-road moments, and real-time tour content, hosted on TikTok. Launching this June, the Submix will kick off on TikTok’s cutting-edge Sponsorship Solutions to let fans take action in the moment — from buying tickets and shopping merch to exploring artist playlists — while giving brands dynamic new ways to connect with fans around what matters most: live music.
    • TikTok Beauty Month: Game Face is an evolution of TikTok Beauty Month reimagined through the world of women in sports, from athletes and trainers to commentators and creators who are all reshaping what beauty means both on-and-off the field. This high impact package puts brands at the intersection of strength, self-expression, and cultural relevance with a mixture of on platform activations, Out of Phone content, and IRL creator celebrations and conversations.
    • Las Vegas Grand Prix: Working with several partners, TikTok is taking over the Las Vegas Strip for race day with an all-access, immersive weekend that puts brands at the forefront of the action. TikTok’s immersive, creator-driven ecosystem allows brands to show up in ways that feel native, exciting, and highly shareable with a mix of onsite brand activations and Out of Phone screens as well as on-platform branded moments supported by adjacency to official race day content with Formula 1's Pulse Premiere Lineup.

TikTok isn’t just where people discover what’s happening – it’s the place where they experience and engage with moments more than any other platform. New research in partnership with EyeSee revealed TikTok is the #1 place where users become informed about upcoming moments, with 2 in 3 users saying TikTok is where they usually get informed about upcoming moments. (3) And when it comes to shopping for moments, TikTok is a top source of discovery, with 25% of users stating TikTok was their first choice in searching for what to buy for an upcoming moment. (4)

Learn more about our product solutions that put brands at the heart of cultural moments here.


Sources:

  1. US iSpot Campaign Meta Analysis on campaigns run in 2024
  2. TikTok Internal Data, US, January-March 2025
  3. TikTok Marketing Science, US Results, TikTok is the Home for Moments 2025, Conducted by EyeSee.
  4. TikTok Marketing Science, US Results, TikTok is the Home for Moments 2025, Conducted by EyeSee.