TikTok ads are a good way to get that initial traction. Mostly, TikTok ads are similar to other paid social media ads, barring some quirks that businesses and marketers should be aware of. There are five types of ads you need to be aware of.
1. In-Feed Ads
This is the most organic ad format, as your ad appears as just another video on the user’s feed. You can direct the user to your product page or download your app using a one-touch call-to-action. In-Feed Ads last for 15 seconds or less and are available in skippable formats. In-Feed Ads should be full screen and should be enticing enough to stop users from scrolling past your content.
2. Brand Takeovers
Have you ever opened up TikTok and received an ad right away? If so, those are Brand Takeover Ads. These ads are highly intrusive but more immersive since they take over the entire screen for a few seconds. These ads show up as soon as users open TikTok. TikTok allows you to use a static image, a video, or a GIF in this ad format. You can add a variety of calls-to-action (CTAs) here.
3. Top Views
Topviews functions not too differently from their more generic cousins, Google Ads. They allow your ad to appear in the most prominent positions on your TikTok “For You” feed. Top View ads capture user attention by appearing at the top of the For You feed when first opening TikTok. In this format, video can be up to 60-seconds long, offering an immersive viewing experience with no other competing content.
4. Branded Hashtag Challenges
TikTok has taken over the hashtag game of Twitter. Branded Hashtag Challenges promote the platform’s user-generated content fad. You have to create an in-feed video ad and get users to participate in the challenge by performing a task in their video or using an effect. Your branded banners and design elements take over their content. They’re a great way to encourage user-generated content and build brand awareness.
5. Branded Effects
One of the main reasons brands prefer creating campaigns on TikTok is its ability to create mind-blowing effects using augmented reality, virtual reality, or even simple filters. Your brand gets its prominence on the filter, exposing everyone to your brand, thereby indirectly creating content for you.
On TikTok’s self-serve platform, you can create and run campaigns, easily define your target audience, select bidding methods, and design your ad creative. By now, you should have a clear understanding of TikTok’s creative advertising options and the early steps on how you can put them into practice for your business.
