TikTok rejected over 14.5 million ads last year, and yours might join that pile if you pick the wrong TikTok Ad Format.
Most brands throw money at TikTok advertising without understanding how each video ad option actually works. They waste their advertising budget on campaigns that barely move the needle for their business goals.
TikTok marketing success comes down to matching the right TikTok Ad Format with your campaign objectives. Some options crush it for brand awareness, while others excel at driving conversions and engagement from your target audience.
Getting this choice wrong means watching your ad spend disappear faster than a viral trend.
Why TikTok Ads? Quick Stats for 2025
TikTok’s audience is engaged, spends big, and loves authentic content. But to tap into this, you need to pick the right ad format for your goals.
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TikTok Ad Formats Explained
| Ad Format | Best For | Duration | Placement |
|---|---|---|---|
| In-Feed Ads | Engagement & Sales on a budget | Up to 60s (9-15s recommended) | For You Page |
| Spark Ads | Authenticity & Influencer campaigns | Varies (based on organic post) | For You Page |
| TopView Ads | Maximum awareness & reach | Up to 60s | App Opening |
| Brand Takeover | Immediate, high impact | 3-5 seconds | App Opening |
| Hashtag Challenge | User-generated content & virality | Campaign period (e.g., 6 days) | Discovery Page |
| Branded Effects | Interactive engagement | Campaign period (e.g., 30 days) | Effects Panel & Videos |
| Shopping Ads | Direct sales & e-commerce | Varies | For You Page, LIVE Streams |
| Carousel Ads | Storytelling & product showcases | Varies | For You Page |
The Main TikTok Ad Formats Decoded
Right, now let’s get to the main event. TikTok offers a range of ad formats to suit different goals and budgets. Here’s a complete look at each one.
In-Feed Ads
This is the bread-and-butter of TikTok advertising and the format you’ll probably use the most.
What they are: In-Feed Ads are videos that show up natively in a user’s “For You” Page (FYP), sandwiched between organic content. They look and feel just like regular TikToks, allowing users to like, comment, share, and follow your account. You can add a clear call-to-action (CTA) button, like “Shop Now” or “Learn More”.
Best for:
Specs and Costs:
When to use them: Use In-Feed Ads when you’re just starting on TikTok, have a smaller budget, or want to run direct-response campaigns. Their native feel helps them blend in, making them great for telling authentic stories that connect with viewers.
Spark Ads
Spark Ads offer a unique and powerful way to add authenticity to your campaigns.
What they are: Instead of uploading a new video, Spark Ads let you boost an existing organic post. This can be one of your own videos or, with permission, a video from another creator. The ad runs from the original account, keeping all the likes, comments, and shares with the organic post.
Best for:
Specs and Costs:
When to use them: If you have a video that’s already getting great organic traction, use a Spark Ad to pour fuel on the fire. They are also perfect for influencer marketing campaigns. By boosting a creator’s post about your product, you tap into their credibility and reach their audience in a very genuine way.
TopView Ads
When you need to make a massive splash and grab everyone’s attention, TopView Ads are your go-to.
What they are: TopView Ads are full-screen, sound-on videos that appear as the very first thing a user sees when they open the TikTok app. After a few seconds, it transitions into a standard In-Feed Ad in the FYP.
Best for:
Specs and Costs:
When to use them: TopView Ads are for big brands with deep pockets. Think of a major film studio promoting a new blockbuster or a car company launching a new model. For example, KFC used TopView Ads with funny Colonel Sanders impersonations to reach a staggering 221 million views. If you need guaranteed, massive visibility, this is the format to use.
Brand Takeover Ads
Brand Takeovers are like a shorter, more explosive version of TopView Ads.
What they are: A Brand Takeover is a 3-5 second ad that completely takes over the user’s screen the moment they open TikTok. It can be a static image, a GIF, or a short video. Crucially, TikTok only allows one brand to run a Takeover in each category per day, giving you 100% share of voice.
Best for:
Specs and Costs:
When to use them: A Brand Takeover is ideal for big, one-day marketing pushes. It’s a powerful way to ensure that almost every TikTok user in your target country sees your brand on a specific day.
Branded Hashtag Challenges
This format is all about turning your audience from passive viewers into active participants.
What they are: A Branded Hashtag Challenge is a full-scale campaign that invites the entire TikTok community to create videos around your brand’s theme and hashtag. The package includes a banner on the popular Discovery page, which directs users to a challenge page featuring your brand, a link to your website, and all the user-generated videos.
Best for:
Specs and Costs:
When to use them: Use this format when your goal is deep engagement and going viral. It encourages users to co-create your brand’s story, leading to incredible organic reach. A classic example is American Eagle’s #InMyAEJeans challenge, which partnered with influencers and generated over 3 billion views.
Branded Effects
Branded Effects let you put your brand right into the hands of creators.
What they are: This format allows you to create your own custom 2D, 3D, or AR filters, stickers, and lenses that users can apply to their own videos. Your effect gets its own dedicated tab in the effects panel and can go viral as people use and share it.
Best for:
Specs and Costs:
When to use them: This is a great choice for brands that want to connect with users in a playful way. Think of a makeup brand creating a filter that lets users “try on” a new lipstick, or a movie studio releasing a filter that puts users into a scene from their new film.
Shopping Ads & Carousel Ads
These formats are built specifically to help e-commerce brands tell stories and drive sales.
What they are:
Best for:
When to use them: If you have a TikTok Shop, Shopping Ads are essential. They make the buying process incredibly smooth. Carousel Ads are perfect for fashion brands wanting to show off a new collection or a tech company detailing the different benefits of a new gadget.
Save on Your Campaigns with TikTok For Business Coupons
Before you jump in and launch your first campaign, it’s worth knowing that you can often get a discount. TikTok regularly offers promotions to new advertisers to help them get started. Keep an eye out for deals that can give your initial budget a nice boost.
Some common offers include:
These deals can significantly lower your initial investment and allow you to test different ad formats to see what works best for your business.
Final Thoughts
Over 1.6 billion people scroll TikTok every month, and 71% decide in just three seconds if they’ll keep watching your ad.
Picking the right TikTok Ad Format helps your brand stand out, spark real engagement, and reach the right audience. With options built for brand awareness, conversions, and even direct sales, there’s a format for every goal. TikTok’s creative space moves fast—so does your chance to connect.
Which TikTok Ad Format will help your next campaign get noticed and drive results?
About the author
Jordan Blake
A digital advertising specialist with years of experience in optimizing ad spend and leveraging promotional credits across platforms like Google Ads, Meta Ads, and more.
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