The Ultimate Guide to TikTok Ad Types: How Brands Win Over Audiences

Imagine you're scrolling through TikTok, lost in a sea of fast-moving, entertaining content. Suddenly, an ad pops up that doesn't feel like an ad. It feels organic, engaging, and maybe even fun. You're not annoyed, and you might even consider clicking on it. Welcome to the world of TikTok ads—where entertainment meets marketing. TikTok’s unique platform has transformed the way brands advertise, allowing them to connect with audiences in ways that traditional ads simply can’t match.

So how do brands do it? There’s no single answer, but understanding the types of ads available on TikTok is the first step toward leveraging this platform. Let's dive into the most common types of TikTok ads, examining each in detail and showing how brands can use them effectively.

1. In-Feed Ads

In-feed ads are the bread and butter of TikTok’s advertising model. These are the ads that appear as users scroll through their "For You" feed, seamlessly blending in with user-generated content. Unlike traditional ads, in-feed ads are immersive and allow brands to tell a story in just a few seconds.
Key Features:

• Full-screen, vertical videos (up to 60 seconds)
• Can include sound, making them ideal for music, product demos, and short narratives
• Call-to-actions (CTAs) like "Shop Now" or "Download" can drive conversions

A study by TikTok found that in-feed ads have a higher engagement rate than ads on other social platforms. This is largely due to the interactive nature of TikTok itself, where users are more likely to engage with content that resonates with them.
Best For: Brands that want to tell a compelling story quickly and encourage immediate action, such as downloading an app or making a purchase.

2. TopView Ads

TopView ads are the first thing a user sees when they open TikTok. This premium ad placement gives brands full attention from users for up to 60 seconds, and the ad is displayed without any distractions. It’s a prime opportunity to make a big splash and showcase your brand’s creativity.
Key Features:

• Full-screen, auto-playing video
• Audio and video start playing immediately upon opening the app
• Up to 60 seconds of content

This is ideal for big brand launches or campaigns that require maximum visibility. When Nike launched its new line of shoes, they used TopView ads to ensure their audience saw the campaign immediately, resulting in millions of impressions within the first 24 hours.

3. Branded Hashtag Challenge

One of the most interactive forms of TikTok advertising, branded hashtag challenges encourage users to create content around a specific theme, using your brand’s hashtag. These challenges often go viral, driving massive amounts of user-generated content and engagement.
Key Features:

• Custom hashtag and theme
• Three to six-day campaign duration
• Displayed prominently on TikTok’s Discover page

For example, Guess launched the #InMyDenim challenge, asking users to showcase their favorite denim outfits. This not only promoted the brand but also created a sense of community and fun around their product.
Best For: Brands looking to drive engagement, increase brand awareness, and build a sense of community.

4. Branded Effects

Branded effects allow brands to create custom filters, stickers, and effects that users can apply to their videos. These effects can last up to 10 days and are often used in conjunction with hashtag challenges.
Key Features:

• Custom AR effects
• 3D lenses, face filters, or animations
• Integrated into user content

For example, MAC Cosmetics created a branded filter that allowed users to "try on" different lipstick shades, driving awareness of their new line of products.
Best For: Brands in beauty, fashion, or tech that want to create a fun, interactive way for users to engage with their product.

5. Spark Ads

TikTok’s Spark Ads allow brands to leverage organic content, including user-generated content (UGC), as part of their advertising strategy. With Spark Ads, brands can boost existing posts, amplifying the reach of popular content without creating something entirely new.
Key Features:

• Boost organic posts with ad spend
• Keep the authenticity of UGC while expanding reach
• Interactive elements like comments, shares, and likes

This type of ad blurs the line between organic and paid content, making it ideal for brands that want a more authentic feel to their campaigns. When a creator posts a video about a product, and the brand boosts that content, it feels less like an ad and more like a recommendation from a peer.

6. Dynamic Showcase Ads

Dynamic showcase ads are a performance-driven format designed to promote products in real-time. These ads automatically pull from a product catalog and display relevant products to users based on their interests and behaviors.
Key Features:

• Personalized product recommendations
• Automatically updated in real-time
• Optimized for conversions

For example, an online fashion retailer could showcase the latest styles to users who have previously shown interest in fashion. This makes the shopping experience more personalized and increases the likelihood of conversions.
Best For: E-commerce brands that want to retarget users and drive sales through highly relevant product ads.

7. Collection Ads

Collection ads are designed to make it easy for users to browse a brand’s products without leaving TikTok. The format includes an in-feed video ad that showcases multiple products, and when users click, they can view and shop directly within the app.
Key Features:

• In-feed video ad with a swipeable product gallery
• Full integration with TikTok’s shopping platform
• Ideal for product launches or seasonal promotions

With TikTok's integration into e-commerce platforms, collection ads make it easier for brands to create a seamless shopping experience from discovery to purchase. Conversion rates tend to be higher with collection ads because users can browse and buy without leaving the app.
Best For: Retail brands, especially those with visually appealing products like fashion, beauty, or home goods.

Conclusion:

TikTok has created a wide variety of ad formats, each designed to engage users in different ways. Whether you're aiming for maximum visibility with a TopView ad or driving user-generated content with a branded hashtag challenge, the key is understanding which format aligns with your goals. The true power of TikTok advertising lies in its ability to blend entertainment with marketing, making it possible for brands to connect with users on a personal level—something that traditional advertising has struggled to achieve. So next time you consider an ad strategy, think beyond clicks and conversions, and think about creating a story that resonates.