6 Types of TikTok Ads:How to Use Them for Business Growth

No matter which social media platform you’re planning to promote on, don’t overlook TikTok. As one of the fastest-growing social platforms today, TikTok offers massive potential for audience engagement and brand awareness. Leveraging ad campaigns on TikTok not only helps generate immediate interaction but also creates long-term brand recognition even after the campaign ends.

The success of TikTok advertising depends on your goals and budget. However, choosing the right TikTok ad format that aligns with your business objectives is crucial.

Within just a few years, TikTok has become the world’s third-largest social network, available in 150 countries and 39 languages. With user growth spanning multiple generations, TikTok has become a key player in digital marketing strategies. To support this, the platform offers a wide variety of ad formats designed to meet different business goals and marketing campaigns. ***Related article: “Understand Customer Generations to Plan Your Business Strategy Effectively” This article introduces businesses to the six main types of TikTok ads, their features, and how to choose the best format to effectively promote your brand and achieve your marketing objectives.

6 TikTok Ad Formats Every Business Should Know

TikTok ads present exciting opportunities for businesses to engage audiences and build brand identity creatively. Because TikTok functions differently from other platforms, understanding each ad format, how it works, and when to use it is essential for campaign success. Here are the six main types of TikTok ads:

1. In-Feed Ads

In-Feed Ads appear on the “For You” page (FYP) as users scroll through content. These ads can run up to 60 seconds, but videos between 9 and 15 seconds tend to perform best. TikTok users can interact with In-Feed Ads by liking, commenting, and sharing—though they also have the option to skip them, making compelling creative crucial. This ad format typically includes a call-to-action (CTA) button linking to a landing page, making it ideal for businesses aiming to drive website traffic or conversions directly from TikTok.

In-Feed Ads blend seamlessly with native TikTok content, reducing ad fatigue and increasing viewer retention if executed creatively.

Best for:

• • Brands looking for ads that integrate naturally with organic content on TikTok’s feed

• • CPG brands or businesses selling tangible products, showcasing real-world usage

• • Businesses new to TikTok advertising seeking an accessible, widely-used format

2. Spark Ads

Spark Ads allow brands to boost existing TikTok content—either their own or from creators—instead of producing new videos from scratch. Like In-Feed Ads, they appear naturally within user feeds, maintaining an authentic browsing experience and leveraging content that’s already proven engaging.

Unlike In-Feed Ads, Spark Ads link directly to the TikTok profile rather than just a landing page, fostering deeper engagement with your brand’s TikTok presence.

All metrics—views, comments, shares, and likes—accumulate on the original organic post, making ROI tracking straightforward. This format is particularly powerful when combined with influencer collaborations or viral content strategies. ***Related article: “Techniques for Creating TikTok Videos That Appear on the For You Page”

Best for:

• • Brands leveraging viral or influencer-created content

• • Businesses aiming to expand brand awareness rather than direct sales

• • Companies looking to connect with broader audiences via creator partnerships

3. TopView Ads

TopView Ads are full-screen videos up to 60 seconds long that appear immediately when users open the TikTok app. Playing automatically with sound, these ads offer maximum visibility and are perfect for high-impact brand storytelling or product launches. While TopView Ads can feel more like traditional TV commercials than organic TikTok content, they excel in creating awareness for major campaigns. Studies show that 71% of viewers find TopView Ads highly engaging, with CPG brands reporting a 67% lift in sales when using this format.

Best for:

• • Brands with large advertising budgets seeking maximum exposure

• • Companies repurposing high-quality video content for new campaigns

• • Businesses with experience in other TikTok ad formats looking to scale

4. Brand Takeover Ads

Brand Takeover Ads are short, full-screen ads (3–5 seconds) appearing on the For You Page immediately upon app launch. These ads can direct viewers to a hashtag challenge or a landing page, offering impactful exposure with minimal competition, as only one Brand Takeover runs per day per user.

The exclusivity of Brand Takeover Ads means higher visibility but also higher costs, making them ideal for large-scale campaigns or high-profile product launches.

Best for:

• • Brands seeking massive one-day exposure for product launches or events

• • Companies aiming to dominate TikTok trends through hashtag campaigns

• • Businesses with significant ad budgets targeting large-scale awareness

5. Branded Hashtag Challenge Ads

Branded Hashtag Challenges appear at the top of TikTok’s Discover page and encourage user-generated content (UGC). These campaigns drive high engagement rates—averaging 8.5%—and foster community participation, as users create content using your branded hashtag.

• • Users click the branded hashtag at the top of the Discover page

• • They are directed to a challenge page with description, rules, and links to your site

• • Participants create their own videos using your branded hashtag to join the campaign

Best for:

• • Brands looking to promote user-generated content and community engagement

• • Companies experienced with hashtag-driven campaigns seeking viral reach

• • Businesses focused on awareness and interactive marketing strategies

6. Branded Effects

Branded Effects allow businesses to design shareable stickers, filters, and AR effects for TikTok users. These interactive elements encourage creativity and UGC, helping brands build unique visual identities and increase exposure through playful, viral participation.

Best for:

• • Brands aiming to establish a distinctive aesthetic or identity on TikTok

• • Businesses with creative resources to develop engaging digital effects

• • Companies looking to enhance visibility for ongoing TikTok campaigns

Conclusion

TikTok advertising offers one of the most dynamic ways to promote your brand in today’s digital landscape. With the launch of TikTok for Business, marketers now have access to comprehensive solutions for campaign creation, ad management, and performance tracking—empowering businesses to increase awareness and sales through targeted video marketing. For businesses ready to leverage TikTok but unsure where to start, Asia Search offers professional TikTok advertising management services. Our team specializes in creating engaging promotional videos, planning campaigns tailored to your brand, and providing SEO strategies to help you rank on Google’s first page.