TikTok Ad Types 2023: A Complete Guide for Marketers

TikTok is one of the most popular social media platforms in the world, with over 1 billion monthly active users. It is also a powerful marketing tool for brands that want to reach a young, creative, and engaged audience. But how can you advertise on TikTok effectively? What are the different types of TikTok ads and how do they work? In this article, we will answer these questions and more, with examples and best practices for each ad format. Let's get started!

What are TikTok ads?

TikTok ads are paid promotions that appear on the app or on its partner apps, such as BuzzVideo, TopBuzz, and Babe. They can be used to achieve various marketing goals, such as increasing brand awareness, driving traffic, generating leads, or boosting sales. TikTok ads are based on a bidding model, which means that advertisers can control their costs by setting daily and lifetime budgets for their campaigns and ad groups.

TikTok ads can be created and managed through the TikTok Ads Manager, a self-service platform that allows advertisers to design, launch, and optimize their campaigns. Alternatively, advertisers can work with TikTok's marketing partners, such as agencies or creative platforms, to get access to more advanced features and services.

Types of TikTok ads

There are many types of TikTok ads available for advertisers to choose from, depending on their objectives, target audience, and budget. Here are the main ones:

In-feed ads

In-feed ads are short video ads that appear in the user's "For You" page, which is the main feed where users discover new content. They look like regular TikToks, but they have a "Sponsored" label and a custom call-to-action button that leads to a landing page or an app install. In-feed ads can be up to 60 seconds long, but they are usually 15 seconds or less. They can also be skipped by the user after 3 seconds.

In-feed ads are one of the most common and affordable types of TikTok ads. They are ideal for driving traffic, conversions, or app installs. They can also be used to promote branded hashtag challenges or effects, which are interactive features that encourage user-generated content.

Some best practices for in-feed ads are:

• Use catchy visuals and sound to grab attention in the first few seconds.
• Align your ad with the content and tone of TikTok.
• Include a clear and compelling call-to-action.
• Test different creative variations and optimize your performance.

An example of an in-feed ad is this one by Spotify, which promotes its playlist feature and invites users to download the app.

TopView ads

TopView ads are full-screen video ads that appear once a day when the user opens the app for the first time. They can be up to 60 seconds long, but they can be skipped by the user after 5 seconds. They also have a "Sponsored" label and a custom call-to-action button that leads to a landing page or an app install.

TopView ads are one of the most premium and expensive types of TikTok ads. They are ideal for increasing brand awareness and reach, as they guarantee high visibility and exposure. They can also be used to showcase products or services in an immersive way.

Some best practices for TopView ads are:

• Use high-quality visuals and sound to create a captivating experience.
• Align your ad with your brand identity and message.
• Include a clear and relevant call-to-action.
• Measure your brand lift and recall metrics.

An example of a TopView ad is this one by Apple Music, which showcases its exclusive content and invites users to try it for free.

Branded hashtag challenge

A branded hashtag challenge is a type of sponsored content that invites users to create and share videos using a specific hashtag and theme. The challenge is featured on the "Discover" page for 3 to 6 days, where users can see the details of the challenge, the sponsored videos, and the user-generated videos. The challenge also has a custom banner that leads to a landing page or an app install.

A branded hashtag challenge is one of the most engaging and viral types of TikTok ads. It is ideal for boosting brand awareness, affinity, and advocacy, as it encourages user participation and word-of-mouth. It can also be used to showcase products or services in a fun and creative way.

Some best practices for branded hashtag challenges are:

• Use a catchy and memorable hashtag that relates to your brand and theme.
• Provide clear and simple instructions for the challenge.
• Partner with influencers or celebrities to promote the challenge and inspire users.
• Monitor and interact with the user-generated videos.

An example of a branded hashtag challenge is this one by Chipotle, which invited users to show how they flip their lid using the hashtag #ChipotleLidFlip.

Branded effect

A branded effect is a type of sponsored feature that allows users to add custom filters, stickers, or animations to their videos. The effect is available for 10 days in the "Effects" panel, where users can see the "Sponsored" label and the brand logo. The effect can also be linked to a branded hashtag challenge or an in-feed ad.

A branded effect is one of the most innovative and interactive types of TikTok ads. It is ideal for enhancing brand awareness, recognition, and preference, as it allows users to express themselves with your brand elements. It can also be used to showcase products or services in a realistic and immersive way.

Some best practices for branded effects are:

• Use eye-catching and relevant visuals that match your brand and theme.
• Provide value and fun for the users.
• Promote your effect with other ad formats or organic posts.
• Analyze your effect usage and performance metrics.

An example of a branded effect is this one by Elf Cosmetics, which allowed users to try on different makeup products using the hashtag #eyeslipsface.

Image ads

Image ads are static ads that appear on TikTok's partner apps, such as BuzzVideo, TopBuzz, and Babe. They have a "Sponsored" label and a custom call-to-action button that leads to a landing page or an app install. Image ads can be displayed in different sizes and positions, depending on the app.

Image ads are one of the most simple and cost-effective types of TikTok ads. They are ideal for reaching a broader audience outside of TikTok, especially in emerging markets. They can also be used to drive traffic, conversions, or app installs.

Some best practices for image ads are:

• Use clear and attractive visuals that convey your message.
• Align your ad with the content and style of the partner app.
• Include a clear and compelling call-to-action.
• Test different creative variations and optimize your performance.

An example of an image ad is this one by Netflix, which promotes its show Stranger Things on BuzzVideo.

Carousel ads

Carousel ads are image or video ads that appear on TikTok's partner apps, such as BuzzVideo, TopBuzz, and Babe. They have a "Sponsored" label and a custom call-to-action button that leads to a landing page or an app install. Carousel ads can display up to three images or videos in a single ad unit, which users can swipe through horizontally.

Carousel ads are one of the most versatile and dynamic types of TikTok ads. They are ideal for showcasing multiple products or features, telling a story, or creating a sequence. They can also be used to drive traffic, conversions, or app installs.

Some best practices for carousel ads are:

• Use high-quality visuals that are consistent and coherent.
• Align your ad with the content and style of the partner app.
• Include a clear and relevant call-to-action.
• Create curiosity and interest with each image or video.

An example of a carousel ad is this one by Booking.com, which showcasessome of its travel destinations on TopBuzz.

Playable ads

Playable ads are interactive ads that allow users to try a mini version of a game or app before downloading it. They appear on TikTok's partner apps, such as BuzzVideo, TopBuzz, and Babe. They have a "Sponsored" label and a custom call-to-action button that leads to an app install. Playable ads can be up to 30 seconds long.

Playable ads are one of the most engaging and effective types of TikTok ads. They are ideal for increasing app installs, retention, and quality users, as they allow users to experience the app before downloading it. They can also be used to showcase the app's features and benefits.

Some best practices for playable ads are:

• Use realistic and relevant visuals that match your app.
• Align your ad with the content and style of the partner app.
• Include a clear and compelling call-to-action.
• Provide a smooth and enjoyable user experience.

An example of a playable ad is this one by Candy Crush Saga, which allows users to play a mini game on BuzzVideo.

TikTok ad specs

TikTok ad specs are the technical requirements for creating and uploading TikTok ads. They include the dimensions, resolution, file size, format, duration, aspect ratio, and other details of each ad type. It is important to follow the TikTok ad specs to ensure that your ads are displayed correctly and optimally on the app or the partner apps.

Here are the TikTok ad specs for each ad type as of 2022:

td>Branded effect

Ad Type	Dimensions	Resolution	File Size	Format	Duration	Aspect Ratio
In-feed video	1080 x 1920 px	>= 720 x 1280 px	<= 500 MB	.mp4, .mov, .mpeg, .avi, .gif	5-60 s	9:16 or 1:1
TopView video	1080 x 1920 px	>= 720 x 1280 px	<= 500 MB	.mp4, .mov, .mpeg, .avi, .gif	5-60 s	9:16 or 1:1
Branded hashtag challenge video	1080 x 1920 px	>= 720 x 1280 px	<= 500 MB	.mp4, .mov, .mpeg, .avi, .gif	5-15 s	9:16 or 1:1
N/A	N/A	N/A	.zip	N/A	N/A
Image	1200 x 628 px	>= 600 x 314 px	<= 500 KB	.jpg, .png, .bmp, .gif	N/A	1.91:1 or 1:1
Carousel image	1200 x 628 px	>= 600 x 314 px	<= 500 KB per image	.jpg, .png, .bmp, .gif	N/A	1.91:1 or 1:1
Carousel video	1080 x 1920 px	>= 720 x 1280 px	<= 500 MB per video	.mp4, .mov, .mpeg, .avi, .gif	3-60 s per video	9:16 or 1:1
Playable	N/A	N/A	<= 10 MB (HTML5)	.zip (HTML5)	<= 30 s (HTML5)	N/A (HTML5)

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