Types of TikTok Ads You Need to Know

If you're not taking advantage of TikTok ads yet, you're missing out. From major brands to small businesses, TikTok has become a goldmine for those who know how to use its various advertising formats effectively. What makes TikTok ads stand out is their versatility and ability to engage users in creative and memorable ways. TikTok offers a range of ad types that can fit nearly any marketing objective, whether it's boosting brand awareness, increasing website traffic, or driving sales. The key is understanding the different types of TikTok ads, how they work, and which one is right for your business.

1. In-Feed Ads

In-feed ads are the most common and familiar type of TikTok ad. These ads appear directly in a user’s For You page (FYP) feed, blending in with the organic content. As a user scrolls, they might not even realize at first that they’re looking at an ad, making these ads less intrusive but highly effective. In-feed ads often feature sound and a call-to-action (CTA) button like “Shop Now” or “Download the App,” which can redirect users to a landing page or app store.

In-feed ads are ideal for brands looking to reach a broad audience, and they can be designed to be interactive, with users able to like, share, comment, and even engage in challenges or duets. These ads typically last up to 60 seconds but can be as short as 9 to 15 seconds. The flexibility in content length and format makes them an excellent option for storytelling or conveying quick, catchy messages.

Key Features:

• Full-screen vertical video
• CTA button for instant engagement
• High potential for audience interaction

Use Case:

Imagine you’re a fashion retailer releasing a new collection. With an in-feed ad, you can showcase your new pieces in a sleek, stylized video, complete with a "Shop Now" button leading to your e-commerce site. The video seamlessly fits into a user's feed, ensuring high visibility without feeling overly commercial.

2. Branded Hashtag Challenges

Hashtag challenges are one of TikTok's most unique ad offerings. A branded hashtag challenge encourages users to create content around a specific theme or task, using a sponsored hashtag. This ad format is fantastic for brands looking to create viral moments and engage users in a fun, interactive way. The challenge typically appears on the Discover page, giving it high visibility.

Branded hashtag challenges are perfect for user-generated content (UGC), which in turn amplifies brand reach. Participants use the hashtag to join in the challenge, and TikTok users can easily explore all the videos created under that hashtag. The best part? Users do the advertising for you.

Key Features:

• Fosters user-generated content
• High engagement and virality potential
• Appears on the Discover page

Use Case:

A beverage company might create a hashtag challenge encouraging users to show off their unique way of enjoying the product. With a catchy jingle and a simple task, like a dance move or funny reaction, the brand could reach millions of users. The more people participate, the more brand awareness grows, with minimal ongoing input from the company.

3. TopView Ads

TopView ads are premium placements on TikTok, ensuring your brand is the first thing users see when they open the app. Unlike in-feed ads, TopView ads aren’t mixed in with organic content, which guarantees higher visibility and user engagement. These ads can last up to 60 seconds and offer a full-screen, immersive experience with sound.

This format is particularly effective for brands aiming for maximum exposure and is often used for large campaigns, product launches, or announcements. Because TopView ads are displayed prominently, they generate high impressions and often result in strong engagement metrics, such as clicks and app downloads.

Key Features:

• Guaranteed first impression
• Full-screen, immersive format
• High engagement rates

Use Case:

A global tech company launching a new smartphone might use TopView ads to introduce the product to a wide audience. Since these ads are the first thing users see, they capture attention immediately, allowing the brand to deliver a powerful message without competition from other content.

4. Branded Effects

Branded effects are custom-made augmented reality (AR) filters, stickers, and lenses that users can apply to their videos. These effects can be highly creative and are often used in conjunction with branded hashtag challenges to encourage more engagement. Branded effects give users an interactive way to experience a product or brand within their own content.

The interactive nature of these ads means that users actively engage with your brand, making them memorable and fun. Branded effects typically last for up to 10 days and can be shared widely, increasing brand visibility exponentially.

Key Features:

• Custom AR filters, stickers, and lenses
• High user interaction
• Lasts up to 10 days

Use Case:

A cosmetics brand could create a branded filter that allows users to "try on" different shades of lipstick virtually. As users record videos of themselves using the filter, they share the brand with their followers, expanding the campaign's reach organically.

5. Spark Ads

Spark ads are a newer addition to TikTok’s ad offerings, allowing brands to amplify existing organic content from their account or from users. This format lets brands take advantage of already popular posts and promote them further, leveraging the original post’s engagement. By using spark ads, businesses can benefit from the credibility of organic content while enjoying the boost that comes from paid promotion.

Spark ads are great for building a brand presence and driving conversations, as they allow for authentic content to be shared more widely. Unlike traditional ads, spark ads maintain the organic feel of TikTok’s ecosystem.

Key Features:

• Promotes organic content
• Amplifies user engagement
• Keeps the original post’s authenticity

Use Case:

A small business that has a popular post about a behind-the-scenes look at their products could use spark ads to push this content to a larger audience. The authenticity of the original post combined with paid promotion can lead to a significant increase in visibility and interaction.

6. Pangle Ads (TikTok Audience Network)

For those looking to reach TikTok’s audience even outside the platform, Pangle ads can be an effective tool. Pangle is TikTok’s audience network that allows brands to display their ads on third-party apps while targeting TikTok users. This format extends a campaign's reach and helps brands maintain consistency across platforms.

Key Features:

• Extends reach beyond TikTok
• Maintains consistency across platforms
• Targets TikTok users on third-party apps

Use Case:

A gaming company could use Pangle ads to promote a mobile game by targeting TikTok users on various third-party apps. This approach ensures that the brand’s messaging remains consistent and visible, even outside the TikTok ecosystem.

Conclusion:

Understanding TikTok’s diverse range of ad formats is crucial for any brand looking to tap into its massive, engaged audience. Whether you aim to create viral moments with branded hashtag challenges or generate high impressions with TopView ads, there’s a format that suits every marketing goal. To maximize success, consider which format aligns best with your objectives and experiment with a mix of creative strategies. TikTok ads offer flexibility and creativity, making them a valuable tool for brands aiming to make a splash in today’s digital landscape.