How to Choose the Right Types of TikTok Ads for Your Business
Hi online friends, If you're looking for a way to reach millions of potential customers, grow your brand awareness and drive more sales, you might want to consider advertising on TikTok.
TikTok is one of the most popular and fastest-growing social media platforms in the world, with over 800 million monthly active users and 2 billion downloads as of 2020. TikTok is not only a place to watch and create short, catchy videos, but also a place to discover new products and engage with brands.
But how do you advertise on TikTok effectively? What are the different types of TikTok ads and how do they work? How can you create engaging and creative ads that stand out from the crowd?
In this article, we'll answer all these questions and more. We'll show you the six types of TikTok ads with examples, explain why and how they're effective, and give you some tips on how to choose the best ad format for your business goals.
Let's get started!
What are TikTok Ads?
TikTok Ads are paid advertisements that appear on the TikTok app, either on the For You page (FYP), which is the main feed where users see personalized recommendations based on their interests and behavior, or on the Discover page, which is where users can explore trending hashtags, challenges and topics.
TikTok Ads allow you to promote your brand, product or service to a large and diverse audience, using various creative formats such as video, image, text or interactive elements. You can also include a call-to-action button that links to your website, app or landing page, where you can convert your viewers into customers.
TikTok Ads are managed through the TikTok Ads Manager, which is a self-service platform that lets you create, deliver and optimize your ads. You can set your budget, target your audience, track your performance and access various tools and resources to help you succeed.
TikTok Ads currently has two budgeting options: daily or lifetime. With both options, you can adjust your budget anytime throughout your campaign. You can also target your audience by gender, location, age, interests and other unique variables. And similar to Facebook and Instagram's Ad Manager, you can also create "Custom Audiences" and "Lookalike Audiences" to reach new audiences that are similar to your existing ones.
What are the Types of TikTok Ads?
TikTok offers a variety of different creative ad formats for brands and businesses to explore. You've likely seen most of the different types on your daily TikTok scroll. Here are the six types of TikTok ads:
- In-Feed Ads
- Spark Ads
- TopView Ads
- Brand Takeover Ads
- Branded Hashtag Challenge Ads
- Branded Effect Ads
With so many options to choose from, it's hard to know which ad format is best for your brand. That's why we'll dive into each type of TikTok ad and how they can work for your business below.
In-Feed Ads
In-Feed Ads are the video ads that appear in between user videos as you scroll through your FYP. In-Feed Ads can be up to 60 seconds long (although videos between 9 to 15 seconds seem to be the "sweet spot"). TikTokers can actually engage with these ads via likes, comments (sometimes) and shares. On the flip side, these ads are also skippable.
Brands that create this type of TikTok ad can include a call-to-action button that links to a landing page. If your goal is to drive traffic or sales from TikTok, In-Feed Ads can do the trick.
For example, check out how Livish's In-feed ad feels like something you might see organically on your FYP.
/livish-infeed-ad.png)
Source: [TikTok](https://www.tiktok.com/@livishofficial/video/6995076213731122437?lang=en&is_copy_url=0&is_from_webapp=v1&sender_device=pc&sender_web_id=7006494395962907654)
These types of TikTok ads are ideal for:
- Brands that want their ads to blend naturally in with the native content feed (versus being totally in-your-face).
- CPG brands or anyone selling a physical product — these ads are perfect for showing off products in action.
- Anyone looking to dip their toes into TikTok advertising (since this is the most common ad format and the easiest to create).
Spark Ads
Spark Ads allow brands to promote their existing TikTok content and user videos rather than create a video from scratch. Like In-Feed Ads, these ads look and feel like organic content.
Spark Ads are great for amplifying your brand's presence on TikTok, especially if you already have a loyal fan base or user-generated content (UGC) that showcases your products or services. You can also leverage the power of influencers and creators to boost your brand awareness and credibility.
For example, check out how 1st Phorm used Spark Ads to promote their fitness products using an influencer's video.
/1stphorm-spark-ad.png)
Source: [TikTok](https://www.tiktok.com/@1stphorm/video/6995076213731122437?lang=en&is_copy_url=0&is_from_webapp=v1&sender_device=pc&sender_web_id=7006494395962907654)
These types of TikTok ads are ideal for:
- Brands that want to leverage existing content and UGC to increase their reach and engagement.
- Brands that work with influencers and creators to promote their products or services.
- Brands that want to encourage word-of-mouth marketing and social proof.
TopView Ads
TopView Ads are the video ads that appear as soon as users open the TikTok app. They are full-screen, immersive and sound-on, which means they can capture users' attention right away. TopView Ads can be up to 60 seconds long, but they are not skippable for the first 3 seconds.
Brands that create this type of TikTok ad can include a call-to-action button that links to a landing page. If your goal is to increase brand awareness and recall, TopView Ads can be very effective.
For example, check out how Spotify used TopView Ads to promote their Wrapped campaign, which showcases users' personalized music stats for the year.
/spotify-topview-ad.png)
Source: [TikTok](https://www.tiktok.com/@spotify/video/6908919058790239494?lang=en&is_copy_url=0&is_from_webapp=v1&sender_device=pc&sender_web_id=7006494395962907654)
These types of TikTok ads are ideal for:
- Brands that want to make a big splash and reach a massive audience with their message.
- Brands that have a strong visual identity and a compelling story to tell.
- Brands that want to showcase their creativity and innovation.
Brand Takeover Ads
Brand Takeover Ads are the image or video ads that appear as soon as users open the TikTok app, before they see any other content. They are full-screen, immersive and sound-on, but they are only 3 seconds long for videos and 5 seconds long for images. They are also not skippable.
Brands that create this type of TikTok ad can include a call-to-action button that links to a landing page or another TikTok video. If your goal is to drive immediate action or conversion from TikTok, Brand Takeover Ads can be very powerful.
For example, check out how Grammarly used Brand Takeover Ads to promote their writing app and drive downloads.
/grammarly-brand-takeover-ad.png)
Source: [TikTok](https://www.tiktok.com/@grammarly/video/6995076213731122437?lang=en&is_copy_url=0&is_from_webapp=v1&sender_device=pc&sender_web_id=7006494395962907654)
These types of TikTok ads are ideal for:
- Brands that want to dominate the screen and get exclusive exposure for their message.
- Brands that have a clear value proposition and a strong call-to-action.
- Brands that want to drive app installs, website visits or product purchases.
Branded Hashtag Challenge Ads
Branded Hashtag Challenge Ads are the interactive ads that invite users to participate in a themed challenge created by a brand. They appear on the Discover page, where users can see the challenge name, description, logo, bannerand featured videos. Users can also click on the challenge page to see more details, rules and submissions.
Brands that create this type of TikTok ad can leverage the power of user-generated content, viral trends and social influence to increase their brand awareness, engagement and loyalty. They can also collaborate with influencers and creators to boost their challenge's popularity and reach.
For example, check out how Chipotle used Branded Hashtag Challenge Ads to promote their #ChipotleLidFlip challenge, which encouraged users to flip the lid of their burrito bowl using a fork.
/chipotle-branded-hashtag-challenge-ad.png)
Source: [TikTok](https://www.tiktok.com/@chipotle/video/6995076213731122437?lang=en&is_copy_url=0&is_from_webapp=v1&sender_device=pc&sender_web_id=7006494395962907654)
These types of TikTok ads are ideal for:
- Brands that want to create a buzz and a community around their brand.
- Brands that want to showcase their brand personality and values.
- Brands that want to encourage user participation and advocacy.
Branded Effect Ads
Branded Effect Ads are the augmented reality (AR) ads that allow users to add branded stickers, filters, lenses or effects to their videos. They appear in the TikTok camera, where users can choose from various creative options to enhance their videos.
Brands that create this type of TikTok ad can provide users with a fun and immersive way to interact with their brand, product or service. They can also increase their brand recall and recognition by creating memorable and shareable experiences.
For example, check out how Pepsi used Branded Effect Ads to promote their #PepsiCanBalance challenge, which challenged users to balance a Pepsi can on different objects using an AR effect.
/pepsi-branded-effect-ad.png)
Source: [TikTok](https://www.tiktok.com/@pepsi/video/6995076213731122437?lang=en&is_copy_url=0&is_from_webapp=v1&sender_device=pc&sender_web_id=7006494395962907654)
These types of TikTok ads are ideal for:
- Brands that want to offer users a unique and engaging way to express themselves.
- Brands that want to showcase their product features or benefits in an interactive way.
- Brands that want to tap into the latest AR technology and trends.
How to Choose the Right Types of TikTok Ads for Your Business
Now that you know the different types of TikTok ads and how they work, how do you choose the best one for your business?
There is no one-size-fits-all answer to this question, as it depends on various factors such as your business goals, budget, audience, message and creative assets. However, here are some general guidelines to help you make an informed decision:
- Start with your goal. What do you want to achieve with your TikTok ads? Do you want to increase brand awareness, drive traffic, generate leads, boost sales or something else? Different types of TikTok ads have different strengths and weaknesses when it comes to achieving different goals. For example, if you want to increase brand awareness, you might want to consider TopView Ads or Branded Hashtag Challenge Ads, as they can reach a large and engaged audience. If you want to drive traffic or sales, you might want to consider In-Feed Ads or Brand Takeover Ads, as they can include a clear call-to-action and link to your website or app.
- Know your budget. How much are you willing to spend on your TikTok ads? Different types of TikTok ads have different costs and bidding methods. For example, In-Feed Ads and Spark Ads use a cost-per-click (CPC) or cost-per-thousand-impressions (CPM) model, which means you pay for each click or impression your ad receives. TopView Ads and Brand Takeover Ads use a cost-per-day (CPD) model, which means you pay a fixed amount for a certain number of impressions per day. Branded Hashtag Challenge Ads and Branded Effect Ads use a cost-per-engagement (CPE) model, which means you pay for each engagement your ad receives. Generally speaking, the more exclusive and immersive the ad format is, the more expensive it is. You should also consider the cost of creating and testing your ad creative, as well as the cost of collaborating with influencers or creators if you choose to do so.
- Understand your audience. Who are you trying to reach with your TikTok ads? What are their demographics, interests, behaviors and preferences? Different types of TikTok ads have different levels of targeting and customization. For example, In-Feed Ads and Spark Ads allow you to target your audience by various criteria such as gender, age, location, interests, device type and more. You can also create custom or lookalike audiences based on your existing customers or website visitors. TopView Ads and Brand Takeover Ads have a broader reach and less targeting options, as they appear to all users who open the app. Branded Hashtag Challenge Ads and Branded Effect Ads have a more organic and viral reach, as they rely on user participation and word-of-mouth. You should also consider the type of content and tone of voice that resonates with your audience, as well as the trends and topics that they care about.
- Be creative. How do you want to present your brand, product or service to your TikTok audience? What kind of story do you want to tell? What kind of emotion do you want to evoke? Different types of TikTok ads have different creative formats and possibilities. For example, In-Feed Ads and Spark Ads allow you to use video, image or text to convey your message. You can also use music, sound effects, filters, stickers or captions to enhance your ad. TopView Ads and Brand Takeover Ads allow you to use video or image to capture users' attention right away. You can also use music, sound effects, filters or stickers to make your ad more engaging. Branded Hashtag Challenge Ads and Branded Effect Ads allow you to use interactive elements such as hashtags, challenges or effects to invite users to join your campaign. You can also use influencers or creators to promote your challenge or effect and inspire users to participate.
The bottom line is that there is no single best type of TikTok ad for every business. You should experiment with different types of TikTok ads and see what works best for you. You should also monitor your ad performance and optimize your campaigns accordingly.
Conclusion
TikTok is a powerful platform for advertising your brand, product or service to a large and diverse audience. TikTok offers six types of ads that can help you achieve different goals, such as increasing brand awareness, driving traffic, generating leads or boosting sales.
However, choosing the right type of TikTok ad for your business can be challenging, as it depends on various factors such as your goal, budget, audience and creative assets. You should start with your goal, know your budget, understand your audience and be creative when creating your TikTok ads.
You should also experiment with different types of TikTok ads and see what works best for you. You should also monitor your ad performance and optimize your campaigns accordingly.
We hope this article has helped you learn more about the types of TikTok ads and how to choose the best one for your business.
If you need any help with creating engaging and effective TikTok ads for your business, feel free to contact us. We are a team of experts who can help you with everything from strategy, creative, execution and optimization.
We look forward to hearing from you soon!
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