Brands have a lot of opportunities to advertise on TikTok. That’s because it has more active users than Twitter and Snapchat and is less cluttered with ads.
With TikTok advertising, you can access one of the most lucrative and hard-to-reach user groups: Gen Z – in a unique format and with effective targeting options.
Despite the option to place banners and images, this platform is dominated by video. As such, it’s essential to understand the TikTok video ad specs before creating ads for TikTok.
Let’s look at the most effective types of TikTok ads for marketers.
In-feed ads
This placement is exactly what it sounds like. In-feed ads appear between the user’s content on their For You Page (FYP). On TikTok, they fit seamlessly with other creators’ content for a seamless experience.
Ad specs
- The aspect ratio can be 9:16, 1:1, or 16:9
- Type of file: .mp4, .mov, .mpeg, .3gp, or .avi
- The duration is allowed to be between 5 and 60 seconds. (TikTok recommends 9-15 seconds)
The best use for it
A landing page can benefit significantly from this ad format. In addition, you can increase sales and conversions by including a CTA button in Tiktok In-feed video ads.
Top Tip
Since in-feed apps are easily scrolled past, brands must identify ways to capture their audience’s attention. Ads in this context must stand out through storytelling, bold colors, or eye-catching videos. Content that incorporates music is also more engaging.
Top-view ads
TikTok users see top-view ads the moment they open the app. Since they are the first thing anyone sees when using TikTok, they guarantee visibility. They can last anywhere from 60 seconds to 1 minute.
Ad specs
- The aspect ratio is 9:16
- Video files should be in .mp4, .mov, .mpeg, or .3gp format
- The duration is allowed to be between 5 and 60 seconds. (TikTok recommends 15 seconds)
The best use for it
Top view ads are perfect for significantly increasing brand awareness and exposure. Within three seconds of opening the app, they fill the entire screen. You can increase your brand visibility by using them. For example, among TikTok users, 72% prefer its TopView ad format. What makes it so compelling are the full-screen graphics and sound-on experience.
Top Tip
Get your creative thinking caps on and develop something innovative to get people excited about TikTok when they enter the app.
Brand Takeover Ads
In the same way as Top-View ads, Brand Takeover ads appear when a user opens TikTok for the first time. It is only for five unskippable seconds that these ads consume the entire screen before switching into an in-feed advertisement.
Ad Specs
- The aspect ratio is 9:16
- Types of files: MP4, AVI, JPG, MOV, MPEG
- The duration of the video is 3-5 seconds
The best use for it
You are attracting maximum attention and promoting mass awareness. Due to the unskippable first few seconds of these ads, you have a better chance of capturing your audience’s attention. As a result, brand awareness can be increased through these ads, which are impactful and effective.
Top Tip
Send your message as quickly as possible. Your brand takeover ads have a limited time to make your CTA stand out. So make sure it’s out there from the start.
Spark Ads
Posts you have already made on your account can be boosted with Spark ads. However, you can still attribute any new engagement and views to your original video by promoting content. Engaging your audience is one of the most important things you can do with your content.
Ad Specs
Since it’s taken from your previous content, there are no restrictions.
The best use for it
You are engaging authentically. You can build authority on the platform by boosting your existing content. For example, the posts in Spark Ads are original content from your feed, so they feel more organic.
Top Tip
Make sure your video performs well to “spark.” Consider choosing posts that have already received a high level of engagement. Spark ads will produce greater returns for your business if this is the case.
Branded hashtag challenge
When it comes to UGC, branded hashtag challenges reign supreme. Using a branded hashtag, brands can invite users to participate in a trend they create. TikTok’s 3-6 day packages include media placement and creative guidance. “Branded” hashtag challenges require investment.
Ad Specs
The same as any other TikTok video specs.
The best use for it
You are increasing organic reach and engagement. Going viral is the whole point of branded hashtag challenges. You will gain more traction for your brand if more people use your hashtag.
Top Tip
Create a memorable hashtag that’s fun to use. Then, keep it original by searching for it online and making sure it’s as unique as possible!
Branded effects
Branded effects (special effects, stickers, TikTok branded lenses or TikTok lenses) are interactive bespoke filters created by brands for TikTokers. Personalized effects can last up to 10 days and be adjusted to meet your needs. Then, as users record, you can play filters over them to offer them an interactive experience, such as a game or challenge.
The best use for it
Increase engagement and UGC by boosting user-generated content.
Top Tip
Ensure that everything is fun and highly engaging. With branded effects, TikTok users can interact with the brand. Create content that you want people to make by thinking creatively.
So there you have it – TikTok is one of the most effective platforms available to marketers, and hopefully, this guide will help you understand it better!
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