What are the different ad formats available on tiktok ads and how can they be used effectively?

The platform offers different formats of ads on TikTok, such as in-feed ads, most-viewed ads, brand acquisition ads and challenges with branded hashtags. These ad formats facilitate better interaction between users. For example, ads integrated into the feed allow users to like, comment, share, follow and record videos with the same sound as TikTok. TikTok's standard ad format is probably the most familiar to advertisers.

The ads included in the feed are included in the user's For You feed. Video ads play automatically and allow users to like, comment, share and follow. LowerMyBills, a mortgage company, used ads in the feed and an instant TikTok page to help reach more users looking to refinance their mortgages. With content that seemed native to the platform, TikTok states that the campaign caused a 20% decrease in CPA compared to the ads on the brand's platform, which did not incorporate the TikTok instant page.

Like TopView ads, Brand Takeover ads are full-screen ads that can be static or dynamic images that are shown to users when they open the application. Users only see one Brand Takeover ad per day. Some of these ads even used videos from participating creators as advertising creativity. TikTok noted that “the community submitted more than 167,000 videos for the challenge, generating 179 million views.

Understand the performance and effectiveness of your campaign with measurement solutions that support your marketing objectives. And now is the perfect time to start using TikTok ads, as not many brands and companies have discovered their potential. Don't miss out on the potential of getting more than 5 million impressions with a brand acquisition ad or the profitability of an ad in the feed. Since more than 90% of users who have downloaded TikTok open it daily, using Brand Takeover ads can help reach a wider audience.

Before you can create ads on TikTok, including feed ads, you must have TikTok approval. TikTok ads are new to the scene: brands and companies are still experimenting with the platform, so it's difficult to understand the average spend or return on investment (ROI). Each TikTok ad format offers unique opportunities for companies to showcase their creativity and reach new audiences. Like the Instagram ad manager, the tools of the TikTok advertising platform automate the process of creating, publishing and optimizing your ads.

When you open the app, these ads appear at the top of the users' For You feed and allow viewers to like, share, comment on and interact with the video ad. When choosing a TikTok ad format, it's crucial to consider your marketing strategy and desired level of engagement. The Hashtag Challenge Plus feature, which has only begun to be implemented in certain accounts, offers a separate tab called “Discover” on the homepage of the hashtag, where TikTok users can search for the campaign's products and buy them directly on TikTok. Whether you're a small business with a limited budget or running a 10-day campaign, TikTok Ads offers a number of unique tools to help brands and businesses stand out.

These ads can last up to 60 seconds, but TikTok suggests keeping them between 9 and 15 seconds to improve engagement.

Esther Woodcock
Esther Woodcock

Esther has been in Marketing field for 15 years