Social Media

A 2023 Guide to TikTok Ad Features and Formats

As you may know, TikTok has been growing at an unprecedented rate over the past few years, with over 1 billion monthly active users. This has led many businesses to take notice of the platform as a potential way to reach new audiences and boost their revenue.

However, as with any advertising platform, navigating all of the different features and formats available can be challenging. That’s why we’ve put together this guide to help you understand how to make the most of TikTok’s ad offerings. super viral

First, let’s dive into the different types of TikTok ads currently available.

TikTok ads Features

1. In-Feed Ads

These are the most common TikTok ads and appear between user-generated content on the platform. They can be either a photo or video ad and can be up to 60 seconds in length.

In-feed ads can be skippable or non-skippable and appear in between organic content. They can occur as a sponsored hashtag challenge, a branded effect, or an in-feed video ad.

2. Brand Takeovers

Brand takeovers are more intrusive than in-feed ads, appearing immediately upon app opening. Full-screen ads can be a photo or video and are limited to one brand per day.

Three types of brand takeovers are available on TikTok: image, GIF, and video. They can be linked to an in-app or external landing page, which is excellent for driving traffic to a particular product or website.

3. Hashtag Challenges

Hashtag challenges are a great way to get your brand in front of a broader audience on TikTok. They encourage users to create content using a specific hashtag, which can lead to increased engagement and brand awareness.

Advertisers can create custom hashtags and challenges or promote an existing challenge and pay for sponsored features. Sponsored challenges offer additional reach and brand integration.

4. Branded Effects

Branded effects on TikTok are augmented reality (AR) effects that can be used in user-generated content. These are a great way to enhance brand awareness and engagement, as users are likely to share content they find engaging or entertaining.

Branded effects are a great way to create a more lasting impression since they can be used in subsequent video uploads and shared with other users.

5. TopView Ads

TopView ads are the most advanced type of advertisement on TikTok. They allow you to create a responsive full-screen experience displayed to users when they open the app.

TopView ads can be up to 60 seconds long and feature a range of calls-to-action (CTAs). TikTok users are more likely to engage with TopView ads than other ad formats since they are the first thing they see upon opening the app.

TikTok ad formats

Now that we’ve covered the different types of ad formats available on TikTok let’s take a closer look at some of the features you can use to make the most of your advertising campaigns.

1. Targeting

Precise targeting is one of the most effective ways to ensure your TikTok ads reach the right audience. TikTok permits you to target clients given different elements, including age, area, interests, and even gadget type.

2. Creative

Your creativity in your TikTok ads plays a vital role in their effectiveness. Be sure to create engaging, visually appealing, and relevant content for your brand. Leverage popular trends and music to tap into the cultural conversations happening on the platform.

3. Hashtags

Hashtags are a core part of TikTok engagement. Use them in your ad campaign to create a pathway for users to interact with your brand organically. Remember that the hashtag should be unique to your ad campaign and prompt users to create content for you that aligns with your brand message.

4. Partnerships

Working with TikTok influencers and creators effectively increases awareness for your brand and reaches a broader audience. Influencers play a huge role in driving the platform’s content, and partnering with them can increase engagement, drive viewership, and promote your brand or product.

5. Analytics

TikTok’s analytics dashboard offers a range of insights into how your ads are performing and who they are reaching, including gender, age, location data, and other metrics. Use these insights to optimize your ad campaigns to achieve better and engage with your target audience.


In conclusion, TikTok is a powerful advertising platform that can help you reach new audiences and achieve your business goals. Understanding the different ad formats available and leveraging their unique features to create engaging campaigns that resonate with your target audience is essential.

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