Have you ever scrolled mindlessly through TikTok and suddenly come across something that resonates with you, informs you, or entertains you? You are not alone. TikTok has evolved into a platform where not only users but also brands experience culturally relevant moments every day. During NewFronts 2025, TikTok makes it clear that video and culture develop hand in hand. Brands gain direct access to the heart of this digital experience through the platform.
Why TikTok is the place where brands need to be today
The TikTok community plays a significant role in determining what is relevant and trending. As a result, brands can naturally become part of the conversation. TikTok emphasizes that the platform is the stage where cultural moments are created and shared, having a lasting impact on consumer behavior.
What this means for companies
Brands that want to remain relevant can be structurally visible on TikTok alongside the most popular and relevant content. This is achieved through TikTok Pulse. This suite of advertising solutions places brands next to trending content, with measurable results. Research shows that 45% of the reach through Pulse consists of people who did not see the campaign on TV. Thus, TikTok offers unique visibility beyond traditional channels.
New in this suite are, among others, Pulse Core and Pulse Premiere:
Pulse Core
utilizes generative AI and offers customized content categories that align with a brand. This results in significantly greater visibility on current topics.
Pulse Premiere
provides exclusive placement alongside content from premium publishers, now expanded to include, among others, Formula 1, Red Bull Media House, and Warner Bros Discovery.
Additionally, TikTok demonstrates the added value of constant presence. Not just during major events, but daily. Culture never stands still.
TikTok's solutions for brand activation around cultural moments
TikTok is also launching new Sponsorship Solutions. This allows brands to engage before, during, and after significant moments. Think of interactive brand experiences surrounding popular keywords or events such as:
Live Nation's The Submix
- TikTok's musical channel featuring exclusive behind-the-scenes content.
TikTok Beauty Month
Game Face – where women in sports and beauty take center stage.
Las Vegas Grand Prix
– where TikTok enhances the race weekend with live activations and platform-wide brand experiences.
Research shows that for 2 out of 3 users, TikTok is the go-to place to stay updated on what’s coming up. Additionally, for 1 out of 4 users, it is the primary channel for gathering ideas for purchases related to a special occasion.
Conclusion
TikTok confirms its role as a place where culture is created and brands can meaningfully engage. With innovative solutions like Pulse Core and Sponsorship Packages, TikTok offers companies the opportunity to be not just visible, but also relevant. Not later, but at the moment that it matters.