Astel­las taps Tik­Tok in­flu­encers to talk menopause symp­toms in a first phar­ma move

Astel­las is break­ing new ground with Tik­Tok as the first phar­ma com­pa­ny in­volved in the so­cial me­dia chan­nel’s Tik­Tok Pulse pro­gram.

Tik­Tok Pulse places ads next to the most pop­u­lar con­tent — the top 4% — in­stead of the typ­i­cal con­tex­tu­al place­ments in view­ers’ per­son­al feeds. In Astel­las’ case, the ads are menopause symp­tom aware­ness videos cre­at­ed by two women in­flu­encers. Astel­las gave the in­flu­encers a gen­er­al brief to cre­ate a Tik­Tok video about menopause with a fo­cus on va­so­mo­tor symp­toms — al­so known as night sweats or hot flash­es.

Unlock this article instantly by becoming a free subscriber.

You’ll get access to free articles each month, plus you can customize what newsletters get delivered to your inbox each week, including breaking news.

SIGN UP LOG IN BECOME A PREMIUM SUBSCRIBER