Types of TikTok Advertisements: A Complete Guide for Marketers

TikTok has transformed the digital marketing space with its powerful short-form video content and highly engaging algorithm. With over 1 billion monthly active users, brands and marketers are increasingly leveraging TikTok Ads to reach younger audiences, boost engagement, and increase conversions. But not all TikTok ads are the same. The platform offers several types of TikTok advertisements, each designed for different marketing goals—whether it’s awareness, engagement, or direct sales.

In this guide, we’ll break down the major ad formats on TikTok, their features, and when to use each one.

1. In-Feed Ads

In-feed ads are the most common type of TikTok advertisement. They appear naturally in users’ “For You” feed, just like regular TikTok videos. This native placement makes them feel less intrusive and more engaging.

Key Features:

• Duration: Up to 60 seconds (most effective between 9–15 seconds)
• Call-to-action (CTA): Direct users to a landing page, app download, or website
• Engagement: Users can like, comment, share, or follow your account directly

Best For:

• Increasing website traffic
• Boosting brand awareness
• Driving conversions

2. TopView Ads

TopView Ads are premium TikTok ad placements that appear as the first video when a user opens the app. They grab attention immediately, ensuring your message reaches millions of people within seconds.

Key Features:

• Full-screen video ad that can last up to 60 seconds
• Auto-plays with sound
• High impression rates

Best For:

• Major brand launches
• Product announcements
• Maximum visibility campaigns

3. Branded Hashtag Challenge

A Branded Hashtag Challenge (HTC) is one of TikTok’s most viral advertising formats. Brands encourage users to create and share videos based on a specific theme or challenge using a unique hashtag.

Key Features:

• Custom hashtag and challenge page
• Often paired with influencers to boost participation
• Encourages organic user-generated content (UGC)

Best For:

• Increasing engagement
• Building brand community
• Going viral with trends

Example:
#GuacDance by Chipotle became one of TikTok’s biggest branded hashtag challenges, generating millions of user videos and views.

4. Branded Effects

Branded Effects allow companies to create custom filters, stickers, and 3D effects that users can apply to their videos. These fun, interactive features encourage participation and help spread brand awareness.

Key Features:

• 2D, 3D, or AR effects customized to the brand
• Users can share videos using your branded effect
• Enhances user engagement through creativity

Best For:

• Encouraging playful user interaction
• Strengthening brand identity
• Increasing organic reach

5. Spark Ads

Spark Ads are unique to TikTok because they allow brands to boost existing organic content instead of creating new ads from scratch. You can promote your own videos or collaborate with influencers to promote their content.

Key Features:

• Uses authentic TikTok content
• Maintains engagement features (likes, shares, comments)
• Higher credibility and authenticity

Best For:

• Influencer marketing
• Reaching new audiences
• Improving engagement rates

6. Brand Takeover Ads

Brand Takeover Ads appear immediately when a user opens the app, showing your brand’s message before any other content. They can be images, GIFs, or videos with clickable links.

Key Features:

• Full-screen exposure
• Can direct users to a landing page or hashtag challenge
• Limited to one advertiser per category per day

Best For:

• Generating instant brand awareness
• Major product or event launches

7. Shopping Ads (TikTok Shop Integration)

With TikTok Shopping Ads, brands can showcase products directly within the app and allow users to shop without leaving TikTok.

Key Features:

• Integrated product catalog
• Direct purchase links
• Retargeting options for potential buyers

Best For:

• E-commerce brands
• Driving direct sales through TikTok Shop

Choosing the Right TikTok Ad Type

The right type of TikTok advertisements depends on your business goals:

• Brand Awareness: Use TopView or Brand Takeover ads.
• Engagement: Go for Branded Hashtag Challenges or Effects.
• Conversions: In-Feed or Spark Ads are best.
• Sales: TikTok Shopping Ads can directly drive purchases.

Final Thoughts

TikTok’s advertising ecosystem is diverse and dynamic. Whether you’re a small business trying to grow brand awareness or a large company launching a viral campaign, there’s a TikTok ad format tailored for your needs.

Understanding the different types of TikTok advertisements helps you maximize your ROI, connect authentically with your audience, and stay ahead in the ever-evolving digital marketing space.