TikTok offers a diverse range of ad formats, each designed to serve distinct marketing objectives-whether you’re aiming for massive brand awareness, deep engagement, or direct conversions. Based on our hands-on experience spending over $2 million on the platform in the past year, here’s a breakdown of the key TikTok ad types and how they work.
In-Feed Ads
These are the most common TikTok ads-they appear natively in users’ “For You” feeds as they scroll. In-feed ads can include video, sound, and interactive elements like buttons for downloads, website visits, or app installs. They blend seamlessly with organic content, making them less intrusive. However, success here depends heavily on creative that hooks viewers in the first 2-3 seconds, as users swipe quickly.
Brand Takeover Ads
As the name suggests, a Brand Takeover secures prime real estate: when a user opens the TikTok app, your ad appears full-screen for a few seconds before transitioning into an in-feed video or a static image with a link. This format is high-impact and guarantees massive visibility, but it’s also premium-priced and typically limited to one advertiser per category per day. It’s best for major product launches or brand announcements.
TopView Ads
TopView is a hybrid between Brand Takeover and In-Feed. When a user opens TikTok, your ad appears as the first post in the feed after the initial takeover screen. It offers longer exposure than a standard takeover (up to 60 seconds) and includes sound and interactive features. TopView is excellent for storytelling and creating a strong first impression without the full-screen interruption.
Branded Hashtag Challenge
This format invites users to create content around a branded hashtag. TikTok places a custom banner on the Discover page, and the challenge can be promoted with In-Feed ads and TopView. It’s a powerful way to drive user-generated content (UGC) and viral engagement. For example, a challenge like #ShareACoke encourages millions of users to film and share their own videos. Cost can be high, but the organic reach and community building are unparalleled when executed well.
Branded Effects (AR Lenses)
Branded Effects let you create custom augmented reality filters, stickers, and lenses that users can apply to their own videos. Think face filters, background changes, or 3D objects. These effects can be tied to a Hashtag Challenge or used independently. They boost shareability and brand recall, especially among younger demographics who love playful, interactive tools.
Spark Ads
Spark Ads allow you to boost organic posts from other users or your own brand account. This is a native-feeling way to amplify content that’s already performing well. When you boost a post as a Spark Ad, it displays like a normal video but includes a “Sponsored” label and a call-to-action button. Since it leverages authentic UGC or influencer content, it often achieves higher engagement than traditional ads.
Shopping Ads
For e-commerce brands, TikTok’s Shopping Ads are crucial. These include Video Shopping Ads (where products are tagged in the video), Catalog Listing Ads (similar to Google Shopping), and Live Shopping Ads (tied to TikTok Live streams). They funnel users directly to product pages or checkout, making them ideal for driving sales. TikTok’s algorithm optimizes these for conversions based on user behavior.
Pulse Ads
Pulse Ads place your brand’s ad immediately after the top 4% of all trending TikTok content in a specific category (e.g., beauty, gaming, or sports). This ensures your ad appears in premium, high-engagement contexts. It’s a premium placement that works well for brand lift, but it requires careful audience alignment to avoid being seen as interruptive.
P.A.C.E. (Programmatic Ad Consent & Engagement) – Not a Format, But a Buying Method
While not a specific ad type, it’s worth noting TikTok’s P.A.C.E. programmatic buying approach. You can buy ads via TikTok Ads Manager (self-service) or through TikTok’s sales team for larger campaigns. Formats like In-Feed and Spark Ads are typically available through self-service, while Brand Takeovers, Hashtag Challenges, and Branded Effects often require a minimum spend and direct negotiation.
Which Format Should You Use?
From our experience:
- For awareness and reach: Start with In-Feed Ads and TopView. They give you broad exposure quickly.
- For engagement and UGC: Leverage Branded Hashtag Challenges combined with Spark Ads from influencers.
- For conversions: Use Shopping Ads and In-Feed Ads with strong CTAs (like “Shop Now”).
- For storytelling: TopView or Brand Takeover ads work best because they command full-screen attention.
Test different formats, but prioritize creative that feels native to TikTok-fast-paced, authentic, and trend-aware. Our biggest wins came from iterating on In-Feed and Spark Ads, then scaling what worked with broader formats like Brand Takeovers once we validated the message.
