With a variety of TikTok ad formats, TikTok offers more opportunities for sellers and brands. However, to be able to take advantage of TikTok, the first thing you need to do is clearly understand the platform's policies as well as understand the advantages and disadvantages of these types of advertising on TikTok.

Like other social networking platforms, TikTok offers many advertising formats with a variety of advertising goals to suit the diverse needs of sellers. With 7 types of TikTok advertising including:

• Brand effect

• In-Feed Video Ads

• TopView

• Brand Takeover

• Branded Hashtag Challenge

• Spark Ads

In this article, we will analyze the advantages and disadvantages of each ad formats of TikTok, besides, we will also point out the cases where these types of advertising should be used with specific examples.

Are TikTok Ads Worth It?

Many people are hesitant about TikTok advertising and wonder whether TikTok advertising is really effective. The budget for TikTok advertising is indeed not small, many businesses will hesitate when they do not really know if their investment is really worth it. Here are some statistics related to TikTok advertising:

• TikTok’s ad reach is approximately 13.6% of all the people on Earth.

• 74% of weekly Gen Z TikTok users are more likely to search for more information after seeing an advertised product on the app.

• Ads that use TikTok creators see a 26% increase in brand favorability among users.

• TikTok advertisers see an average return on ad spend of $2 for every $1 spent.

• Brand advertising recall on TikTok increased by up 27% when it was partnered with a TikTok influencer.

• Partnering with a TikTok influencer or creator can boost a brand’s advertising view-through-rate by 193%.

From the first numbers, it can be seen that TikTok ads bring the opportunity to reach more target customers for sellers. Not only that, the indicators related to the brand are also very positive. Of course, this is only an average index, to achieve effectiveness when implementing advertising campaigns, it is necessary to combine many factors. In any case, the investment in advertising will not be wasted if you know how to optimize TikTok ad. The advertising market is still very fertile, almost all businesses operating on TikTok consider running ads because this is also an effective way for customers to know more about them.

7 Different TikTok Ad Formats

Many sellers use advertising with the desire to increase the conversion rate for their booth, but many big brands just want to increase brand awareness, they want to build their brand more than sell online. Therefore, TikTok has launched many types of advertising to meet the diverse needs of advertisers. Previously, Titkok introduced 6 typical types of advertising including. But recently, TikTok has launched a new type of advertising called TikTok search ads, with the aim of increasing the rate of reaching the right target audience for sellers. Here are the advantages and disadvantages of 7 formats of TikTok advertising:

Brand effect

Branded Effect is a type of TikTok advertising that uses stickers, filters and motion effects to highlight product names, campaigns and brand names. Users can create their own content with branded effects in the filter list of the TikTok video recorder.

This type of advertising will be very successful if the effects and stickers that the brand releases can attract users to participate in creating content and sharing videos. From there, it creates a great spread and achieves good results.

Some successful campaigns before:

Oxy Vietnam collaborated with marvels to launch the superhero effect. Obviously, they first invited big KOLs to participate in sharing videos related to this campaign

Thanks to the participation of KOLs, Oxy's advertising video reached 234.4 million views, attracting more than 96,000 other TikTokers to participate and more than 145,000 videos using the effect were posted by users.

Brand Takeover

This is a type of advertisement that appears first when the user opens the application. This advertisement only lasts a maximum of 5 seconds and the user cannot like, comment or interact with this advertisement. When the user clicks on the advertisement, TikTok will redirect to another landing page depending on the advertiser's goal. This advertisement is similar to the non-skippable advertisement of youtube ads.

Usually these advertisements use static or animated images, accompanied by hashtags to encourage users to use the brand's hashtag.

However, this type of advertisement is quite expensive and to place an advertisement, you will have to buy an advertising position, which is usually suitable for large businesses.

Previous successful campaign: Pepsico

With the new zero-sugar Pepsi Max product line launched, PepsiCo used the Tik Tok channel to increase awareness of the new product line with the young generation of Australia.

To capture attention and engage viewers, the Pepsi Max Flavors campaign showcased the personality of each new flavor variant through colorful, high-energy ads. The campaign used In-Feed Ads combined with Brand Takeover to bring users to life with a vibrant video experience while increasing impressions and reach. As a result, Pepsi received a 17% click-through rate, over 10 million impressions, reaching 3 million users/day, of which 936 thousand watched the entire video.

Branded Hashtag Challenge

Branded Hashtag Challenge is a type of advertising that introduces any challenge with a challenge that is usually a dance, a call to action, and encourages users to participate and use this hashtag.

Usually, this type of advertising will be combined with large KOLs to increase the spread of the campaign, KOLs seem to have the ability to call on their fan community to participate in the challenge much more easily.

Branded Hashtag Challenge advertising campaigns with attractive content often achieve very high reach, although it is called a challenge, it is usually quite easy for everyone to participate

In-Feed Video Ads

A popular type of advertising and suitable for many businesses, In-feed video ads are 5-60s long and appear on the for you page and users can skip this type of video. This type of advertising appears between other videos, so it is quite natural and does not annoy users. However, this type of ad is easily ignored if the content is not attractive enough.

This type of ad can be easily set up in TikTok's ad manager, and it is also quite affordable, so whether it is a large business or a small retailer, you can start with this type of ad.

TopView

This is also an ad that appears as soon as the user accesses the application, but the top view ad is longer (about 60 seconds) and can be skipped. In addition, this type of ad also allows users to interact with the video but like and comment.

This type of ad only appears once a day, so it does not annoy users, and can also help increase interaction and attract users' attention.

However, this type of ad is not available in the ad manager and cannot be set up by itself. Sellers who want to use this ad will have to order it from TikTok at a fairly high cost.

Spark Ads

This is an advertising format that allows you to use videos available on your channel or the channels of KOLs, KOCs related to your products (with their consent). For this type of advertising, you can easily set up on the advertising manager at a reasonable cost.

In addition, advertising videos are often quite close, similar to natural videos, so they do not annoy users and can achieve quite high interaction efficiency.

Spark Ads supports Duet, Stitch and Sticker features as well as allows viewers to use the sounds used in the advertising video. This helps increase interaction between brands and users.

It can be seen that, in addition to providing entertaining content and reducing interruptions in the user experience, Spark Ads TikTok also gives businesses the opportunity to raise brand awareness, promote interactions and increase sales.

Search ads

TikTok search ads are ads that appear on the search engine results page on TikTok. Here you can advertise videos with your product links. This is also the only type of TikTok ad that allows advertisers to place keywords and bid on keywords, similar to Google's advertising format.

Search ads open up opportunities for both sellers and buyers. Sellers can display their videos to customers who really need them through keywords. Thanks to that, they can reduce waste by narrowing down their target audience.

Meanwhile, users can also find or watch videos that are really related to their needs and products instead of irrelevant ads that really annoy them.

See more: previous successful Tiktok Search ads campaigns

TikTok Ads FAQs

How To Run TikTok Ads?

Read our article: Running TikTok ads for beginner

How Much Do TikTok Ads Cost?

Read our article: Calculate TikTok ads cost

How Long Do TikTok Ads Take To Review?

TikTok ads typically take 24-48 hours to review, but the process can sometimes be quicker depending on the platform's workload. 

What Are Good TikTok Ad Conversions?

Read our article: TikTok ad conversion rate  

How To Add Balance To TikTok Ads Manager?

1. Log in to your TikTok Ads Manager account.

2. Go to the Billing section from the main dashboard.

3. Choose a Payment Method:

   • Manual Payment: Add funds to your account using a credit/debit card or PayPal.

   • Automatic Payment: Set up a payment method that deducts funds automatically when your spending reaches the billing threshold.

4. Enter the amount you wish to add and confirm the transaction.

How To Connect TikTok Account To Ads Manager?

1. Log in to your TikTok Ads Manager account.

2. Navigate to the Assets tab and select TikTok Accounts.

3. Click on Add TikTok Account.

4. Log in with your TikTok credentials and authorize the connection.

5. The account will now be linked and available for ad campaigns.

How To Edit TikTok Ads?

1. Go to the Campaigns tab in TikTok Ads Manager.

2. Select the specific Ad Group or Ad you want to edit.

3. Click Edit and make the necessary changes:

   • Update ad creative (video/image).

   • Adjust text or captions.

   • Change targeting or bid settings.

4. Save your changes, and they will be submitted for review.

How To Get Ad Code On TikTok?

TikTok ad codes are generally used for tracking purposes. Here's how to get them:

1. In the TikTok Ads Manager, go to the Assets section.

2. Navigate to Events and select Website Pixel or App Events.

3. Create a new event or select an existing one to generate the ad tracking code.

4. Copy the code and integrate it with your website or app.

Where Is TikTok Ads Manager?

• You can access TikTok Ads Manager by visiting ads.TikTok.com.

• Once logged in, the dashboard provides access to campaign creation, performance insights, and account settings.

How To Target US Audience On TikTok Ads?

1. In the Campaign Setup, create a new campaign or select an existing one.

2. In the Ad Group settings:

   • Go to the Targeting section.

   • Set the Location to "United States."

   • Narrow down your audience with additional targeting options like age, gender, interests, and behaviors.

3. Review and save the targeting setup.

Conclusion

With many types of advertising suitable for different promotional strategies, businesses can diversify their advertising combinations to maximize their business goals. Not only that, Tik Tok also constantly updates and adds new types of advertising to optimize the experience of both users and sellers. There are 3 types of advertising: Brand effect, Brand Takeover, Branded Hashtag Challenge, which are quite expensive and the main purpose is to increase brand awareness, so they are suitable for large businesses with high marketing budgets. The remaining types of advertising are usually quite affordable and easy to create on TikTok's advertising manager, so they are suitable for both small sellers and businesses.

Luca agency with more than 8 years of experience and a dedicated support team will assist you with any problems you may encounter with TikTok Ads. Contact us now for advice and support 24/7.