TikTok has several ad formats: In-Feed Ads, Spark Ads, TopView, Brand Takeover, Branded Hashtag Challenge, and Branded Effects. For most businesses, In-Feed and Spark Ads are the most cost-effective because they blend with regular content at a low cost, while TopView and Branded Challenge suit large brands with big budgets. This article covers every format and how to choose the right one for your goal and budget.
TikTok offers many ad formats, from ones you can start with a modest budget to ones requiring six or seven figures. Many people are unsure which to start with and which is worth it for their business.
This article covers every TikTok ad format and which goal and budget each suits. To understand the full picture of running TikTok ads, read the main article what TikTok Ads are.
How Many TikTok Ad Formats Are There?
TikTok’s main formats include In-Feed Ads (inserted in the For You feed like regular clips), Spark Ads (boosting existing organic clips), TopView (the first ad you see on app open), Brand Takeover (full-screen immediately on app open), Branded Hashtag Challenge (inviting people to join with a hashtag), and Branded Effects (AR filters and effects).
Each differs in price and goal. In-Feed and Spark Ads are self-serve formats you can start with a flexible budget, while TopView, Brand Takeover, and Branded Challenge are premium packages sold at high prices.
The Most Cost-Effective Formats for Most Businesses
For most businesses, In-Feed Ads and Spark Ads are the two most cost-effective formats, because they blend with regular feed content so people don’t feel they’re watching an ad, and they have a low cost per impression.
Among these, Spark Ads stands out especially, because it boosts clips that already have engagement, delivering both credibility and better results. Read the deep dive in what Spark Ads are. And if you sell products with a store, see what TikTok Shop Ads are.
Premium Formats for Large Brands
TopView, Brand Takeover, and Branded Hashtag Challenge deliver the highest visibility but at a very high cost, often sold as packages priced in the hundreds of thousands to millions per campaign. They suit large brands wanting national awareness or new product launches.
These formats don’t suit small or mid-size businesses focused on direct sales, because of the high cost and the greater difficulty of measuring conversion.
How Do You Choose the Right Format for Your Goal?
Choose by goal and budget. For sales or lead generation within a controllable budget, start with In-Feed or Spark Ads. To sell in TikTok Shop, use Shop Ads with in-clip buying. And if you’re a large brand wanting national awareness, then consider TopView or a Branded Challenge.
Whichever you choose, creative quality is the deciding factor. Read how to make clips land in the article making TikTok ad clips work.
Conclusion
TikTok has many ad formats, from self-serve ones you can start with a flexible budget to premium ones for large brands. For most businesses, In-Feed and Spark Ads are the most cost-effective, and if you sell products, add Shop Ads.
The key is choosing the format that matches your goal and budget, then prioritizing creative. For advice on choosing formats that fit your business, our team is happy to help.