Undoubtedly, TikTok is one of the most powerful social media platforms with its distinctive short-form videos. There are a lot of TikTok ad types, with each boasting unique benefits and applying to different campaigns.
Which is the right format for your products? What type of TikTok ad can you take the best advantage of? This article will help you understand those different options and make a wise decision.
Table of contents
What Are TikTok Ads?
TikTok ads are promotional content, often in the form of full-screen videos, that businesses or content creators pay to showcase to a specific target audience. These ads are a crucial component of social media marketing on TikTok which enhances brand awareness, promotes products, and highlight services.
There are three hierarchical levels:
- TikTok ad: typically presented as a video highlighting a product, service, or exclusive TikTok offer.
- TikTok ads group: grouped together to form a TikTok Ad Group, creating a collective arrangement.
- TikTok campaign: include several ad groups, bringing together diverse ad content under a common theme or promotional initiative.
Are TikTok Ads Expensive?
The affordability of TikTok Ads can vary, and as the platform is relatively new, determining average costs or return on investment (ROI) is challenging. For small businesses willing to explore TikTok ads, the unknowns should not deter them.
Setting up a TikTok Ads account is free, and businesses can create In-feed ads with a budget that suits them. Currently, TikTok’s minimum campaign budget is $500, with a minimum ad group budget of $50.
According to Influencer Marketing Hub, the cost of advertising on TikTok can range from $50,000 to $120,000, depending on factors such as the duration and the type of TikTok ad. These figures, if accurate, might explain why smaller businesses may not be prevalent on TikTok ads yet.
With an intial limited budget, the better idea for start-ups is to rent TikTok agency account. This premium account allows start-ups to dip their toes into advertising with a smaller upfront investment while gaining access to a broad range of exceptional advertising capabilities.
Also, SpeedX guarantees that entrepreneurc clients can benefit a lot from the expertise and guidance of our professionals who understand the intricacies of TikTok advertising. This support is invaluable, helping you optimize your campaigns and overcome challenges.
Top 10 Popular TikTok Ad Types To Adopt In Your Campaign
Now, let’s move to the main section. Below are the 10 most frequently encountered types of ads on Tiktok. Each format comes with certain opportunities for companies to show off their creativity & unique selling points, and appeal to new audiences.
Collection ads
Collection ads, though not universally available, is an intriguing advertising format that merits attention. These ads facilitate effortless exploration and product browsing on mobile devices in a full-screen mode.
The key feature of Collection ads is the establishment of an ad that guides users to an Instant Gallery Page. This page serves as a carefully curated and eye-catching collection of showcased products, all conveniently accessible without exiting the TikTok app.
In essence, Collection Ads provide a swift and captivating advertising experience, fostering prompt engagement and action from TikTok users.
In-feed ads
Among different types of TikTok ads, In-Feed seems to be the most commonly used format. They’re video ads that auto-play within a user’s For You feed.
These ads can be up to 60 seconds in length (although the optimal duration is around 15 seconds), come with sound, and adopt a native look and feel, blending seamlessly with organic content on the platform.
This TikTok ad type offers versatility for various campaign objectives. Each features a clickable Call-to-Action (CTA) button that can guide users to external landing pages, encourage app downloads, or direct them to your brand’s TikTok Business Account.
When creating In-Feed video ads, it’s advisable to design them in a vertical format. Consider the safe zones within TikTok’s user interface overlay to ensure that crucial visual elements remain unobstructed.
Brand-takeover ads
The list of TikTok types of ads can not be complete without the presence of Brand Takeover. These ads greet you as soon as you open the app.
The full-screen videos are a powerful tool for creating widespread awareness and generating direct sales, as they place your message directly in front of your intended audience.
The distinctive feature of Brand Takeover ads is their immediate appearance upon opening the TikTok app, which ensures users see your content right from the start. Moreover, this content can also make their way to the For You page, displaying as still videos, images, or GIFs.
Spark ads
A unique spin on the traditional In-feed ad format, Spark ads, adds an authentic touch to the customer journey.
In contrast to regular In-feed ads, also known as non-spark ads, this format allows you to create ads by posting from a genuine TikTok account. The account could either be yours or another creator’s, granted that you have their permission.
What’s special about Spark ads is that, when users interact with the ad by clicking on the profile photo or swiping left, instead of being redirected to an external landing page, they are taken to a TikTok account page.
The format adds an authentic touch to the customer journey, optimizing ad performance and contributing to increased customer loyalty and retention.
As for its specifications, there are no restrictions on resolution, size, file type, or video ratio. However, users need to carefully choose the ad display name and text during the ad creation process, as these elements cannot be edited later.
TopView ads
One of the most popular TikTok ad types 2023 has to be TopView. The format stands out with its distinctive characteristics: it takes up the entire screen and automatically play with sound and creates an immersive experience for users.
A notable feature is the inclusion of a call-to-action button within the ad which makes the content more compelling and engaging.
While TopView ads may interrupt the seamless flow of the TikTok experience with their length and full-screen presence, akin to traditional commercials, they can still be remarkably effective. Indeed, 71% of TikTokers acknowledge that TopView ads successfully capture their attention.
Dynamic showcase ads
Dynamic showcase ads operate similarly to Dynamic product ads. It presents customized video content generated in real-time based on a predefined advertising template.
This template dynamically includes relevant product information, ensuring the content stays updated regularly. Currently, this advertising format is being tested in selected markets and is not yet available for all users.
As of April 3rd, 2023, TikTok has introduced changes, restricting users from creating new Dynamic ahowcase ads or making modifications to existing ones. Instead, the core functionalities of Dynamic showcase ads are being integrated into Video shopping ads.
Shopping ads
TikTok Shopping ads is essentially a comprehensive three-in-one solution to address various stages of the customer purchasing journey. The format includes Video Shopping Ads, Catalog Listing Ads, and Live Shopping Ads, all catering to diverse advertising needs.
Video shopping ads are dynamic videos with personalized recommendations, appearing on the For You Page. They come with an automatically generated landing page to prompt viewers to take desired actions.
These ads, if strategically combined with a TikTok agency ad account, can give marketers a huge chance to showcase their unique products and strongly impress customers.
Read more: Beginner advertisers may be new to the “agency account” a term. If that’s your case, check out this post: What is TikTok agency account?. It’ll walk you through everything you should know about this premium type of ad account.
Deeplink ads
Employing embedded links to direct users straight to in-app locations, Deeplink ads are commonly combined with product pages in e-commerce stores. This approach streamlines the shopping experience for users, saves time, reduces bounce rates, and enhances overall ad performance.
For e-commerce sellers aiming to captivate TikTok users, Deeplink ads is a fantastic solution that shortens the buying journey. It boosts customer engagement and retention rates and provides opportunities for targeted marketing and upselling. And, what’s the result? Improved return on investment (ROI)!
Carousel ads
Carousel ads is currently an emerging advertising solution for e-commerce businesses. This ad format allows you to showcase up to 10 images with unique captions and a simple URL. It creates a dynamic visual experience for viewers as they swipe through the carousel.
The flexibility of Carousel ads empowers advertisers to exercise creativity by determining the order of photos. However, it’s crucial to strike a balance, as too many images may risk diluting the message without proper visual aid.
For e-merchants, Carousel ads function as a powerful tool to:
- Tell brand stories through a series of captivating images and captions.
- Focus on important product details.
- Feature products in a virtual catalog.
To master Carousel ads, it’s critical to structure your TikTok Ads with careful consideration. All captions and images must pass the ad review process, as any element that doesn’t meet the requirements could result in the rejection of the entire carousel.
Branded hashtag challenge
The last name of the list of TikTok ads types line-up is Branded Hashtag Challenges. They’re sponsored campaigns prominently featured at the top of TikTok’s Discover Page.
This form of advertising is known for generating high engagement, with an average rate of 8.5%, while also fostering user-generated content.
Here’s a brief overview of how these TikTok ads work:
- Discovery: A viewer clicks on the branded hashtag challenge showcased at the top of the Discover Page.
- Brand challenge page: This action redirects them to a dedicated Brand Challenge page. This page typically includes a detailed description of the challenge, rules, the sponsoring brand’s logo, and a direct link to their website.
- User participation: TikTok users are then encouraged to create their own content based on the challenge, including the brand’s hashtag to promote their posts.
Bottom line: What Types of TikTok Ads Should You Use?
Which TikTok ad types is right for your brand boils down to its goal. Is it striving to drive app installs, authentically engage with potential audience, foster brand exposure, or increase website traffic? Each TikTok ad format applies to a specific objective, so carefully consider the overall picture and chopse one aligning with your campaign purposes.
One imperative to keep in mind, after all, is that your audience stays for meaningful, mesmerizing content. Don’t forget to put effort into understanding what resonates with them and generate content that fits into their For You page.