TikTok is making a bigger overture to publishers with the launch of its Pulse Premiere program. The platform for years has described creators as its “lifeblood,” but the move shows its purview could broaden as it looks to sustain momentum and keep a competitive edge on rivals like Meta Platforms and YouTube that have chased the success of its short-form video model. The Pulse news, detailed to marketers and media buyers as part of a closed-door NewFronts presentation, also comes at a point of vulnerability for TikTok as it again contends with the threat of a U.S. ban.
