Confused about which TikTok ad types to choose for your campaign? This guide breaks down all 9 TikTok ad formats: what they are, how they work, and when to use each one.
Quick summary: 9 TikTok ad types
- In-Feed Ads: Native video ads that appear in users’ For You feed.
- Spark Ads: Promote organic or creator content while keeping engagement features.
- TopView Ads: Full-screen ads are shown when users first open TikTok.
- Top Feed Ads: First In-Feed ad users see each time they open the app.
- Shopping Ads: Shoppable video, catalog listings, and LIVE stream promotion via TikTok Shop.
- Collection Ads: In-Feed videos linked to an Instant Gallery of curated products.
- Lead Generation Ads: Collect user information via Instant Form or an external redirect.
- Branded Hashtag Challenge: Sponsored trends that drive mass UGC around a hashtag.
- Branded Effect Ads: Custom filters, AR lenses, and interactive effects users can apply in their videos.
All TikTok Ad Types Explained with Best Practices
TikTok offers different ad types to help businesses achieve their specific goals when advertising on this platform. Here are all the ad types you need to know:
1. In-Feed Ads
TikTok In-Feed Ads – one of the very first TikTok ad types – enable brands to achieve full-funnel marketing goals naturally.
In-Feed Ads appear within the For You feed and are intended to capture customers’ undivided attention in a full-screen and sound-on background. The impact of TikTok in-feed ads has been demonstrated, with them being regarded as 23% more memorable than TV commercials.
How In-Feed Ads work?
- Appears between user-generated content in the For You feed
- Vertical video format (up to 60 seconds; 15–30 seconds performs best)
- Includes clickable CTAs like “Shop Now,” “Learn More,” or “Install”
- Supports TikTok Pixel and Events API for conversion tracking
- Optimized for different stages of the marketing funnel
When to use In-Feed Ads?
If you’re starting with TikTok Ads or want flexibility in creative testing and targeting, this format is the most accessible. It’s suitable for performance marketing, product promotion, or even building awareness without committing to premium placements.
Tips for better performance:
- Capture attention in the first 2–3 seconds—use motion, close-ups, or questions
- Make it feel native: avoid overproduced, TV-style ads
- Incorporate TikTok-style editing: jump cuts, voiceovers, captions
- Use strong CTAs, even if it’s just “Watch till the end” or “Tap to learn more”
2. Spark Ads
Spark Ads are one of TikTok’s most powerful ad formats for good reason. Instead of creating an ad from scratch, Spark Ads lets you promote existing TikTok videos as full-fledged ads, while keeping all native engagement intact.
That means you can run ads using posts from your own account or even partner with creators to promote their videos directly through your ad account (with their permission).
This format keeps likes, comments, shares, duets, and stitches active, which helps build trust and authenticity, something TikTok users value highly.
How Spark Ads work?
- Promote organic TikTok posts with full ad delivery and targeting options
- Can be your own content or a creator’s (using video authorization code)
- All original engagement stays visible, boosts credibility and performance
- Works with standard campaign objectives: reach, traffic, conversions, installs
- Fully supports TikTok Pixel, Events API, and third-party tracking
When to use Spark Ads?
Spark Ads are ideal when you already have high-performing content or if you’re working with creators or influencers. If a video is going viral or getting good traction, Spark Ads can help scale that momentum with paid media while keeping the content native.
They’re especially useful for leveraging social proof (likes, shares, comments), scaling influencer marketing and reducing ad fatigue by making your ads look less like ads
Tips for better performance:
- Start by identifying organic videos with strong watch time or engagement
- Use creator-generated content (UGC) to make ads feel native and relatable
- Make sure your CTA is clear and aligned with the original video’s purpose
- Combine with TikTok Pixel tracking for conversion-focused campaigns
3. TopView Ads
As the first video users see when they open the app, TopView is TikTok’s billboard. By capturing users’ attention and allowing space for creative storytelling, TopView boosts brand awareness and triggers interactions throughout the community.
TikTok TopView ads utilize TikTok’s ad placement to put your brand in the spotlight and provide a unique viewing experience with no competing content. With 71% of users agreeing that TopView is one of the most practical ways to grab attention, it is also more effective than other ads, with 67% higher sales effectiveness for the CPG industry.
How TopView Ads work?
- Appear immediately after the app is opened
- Full-screen, sound-on video (up to 60 seconds)
- No competing content before or around the ad
- Supports clickable CTAs, landing pages, and measurement tools
- Only available through TikTok representatives or certified agencies
When to use TopView Ads?
TopView is best suited for large-scale campaigns that need to make a strong, memorable first impression. If your goal is to build massive brand awareness in a short window, such as during a product launch, sale event, or new market entry, this format delivers.
It’s also commonly used by global brands looking for regional or multi-country rollouts with guaranteed impressions.
Tips for better performance:
- Use bold visuals in the first few seconds, since this is your moment to stand out
- Align your TopView creative with broader campaigns across other media
- Include a strong, direct CTA to push users into your funnel
- Consider using TikTok’s interactive add-ons (like popups or stickers) to drive engagement
4. Top Feed Ads
Top Feed Ads are a strategic upgrade from standard In-Feed Ads. They always appear as the first In-Feed ad a user sees after opening the TikTok app, giving your brand priority placement within the For You feed, without the full takeover cost of a TopView Ad.
This format is available exclusively through Reach & Frequency buying, which allows advertisers to control who sees the ad, how often, and when. It’s ideal for brands that want a balance between high impact and media efficiency.
How Top Feed Ads work?
- Placed directly after organic content when users open the app
- Same vertical video format as In-Feed Ads
- Supports clickable CTAs, music, and full-screen autoplay
- Requires Reach & Frequency buying method (via TikTok Partner or Agency account)
- Supports standard objectives: reach, traffic, video views, conversions, app installs
When to use Top Feed Ads?
This format is perfect when you want predictable, consistent reach without reserving a TopView placement. It’s a great fit for awareness campaigns with a set budget and fixed delivery goals, such as national promotions, flash sales, or limited-time launches.
If you’re already running Reach & Frequency campaigns, Top Feed placement can be added to boost overall performance.
Tips for better performance:
- Consider using creators or native-style storytelling for higher engagement
- Use short, high-energy videos with strong hooks (first 2 seconds matter)
- Plan your ad delivery for peak traffic times (e.g., product drop, sale start)
- Pair Top Feed with In-Feed Ads in the same campaign to extend impact
>>> Read more: TikTok Reach and Frequency: Boost Your Branding with Ads
5. Shopping Ads
Shopping Ads are TikTok’s all-in-one solution for driving purchases directly within the app. Built specifically for sellers using TikTok Shop, this ad format connects product discovery, consideration, and purchase into one seamless experience.
TikTok Shopping Ads include three core formats: Video Shopping Ads, Catalog Listing Ads, and LIVE Shopping Ads. These allow brands to combine native TikTok content with dynamic product displays, creating an engaging and frictionless shopping journey.
How TikTok Shopping Ads work?
- Appear in the For You feed or Shopping tabs
- Feature clickable product cards and pricing
- Link directly to TikTok Shop product pages or live videos
- Support real-time performance tracking (impressions, clicks, conversions)
- Require TikTok Shop account and product catalog integration
The 3 Types of TikTok Shopping Ads:
- Video Shopping Ads:
Native video ads with shoppable product cards. Products appear dynamically based on user behavior and relevance. - Catalog Listing Ads:
Display multiple products in a scrollable gallery format. Great for showcasing a full collection or related items. - LIVE Shopping Ads:
Promote your TikTok livestreams directly to target audiences. Drive more traffic to your live events for real-time engagement and sales.
When to use Shopping Ads?
If you’re actively selling through TikTok Shop, this ad format is your most efficient way to drive conversions. It supports both product discovery and impulse buying, especially when paired with creator content or live selling strategies.
Therefore, it’s perfect for flash sales and seasonal offers, promoting new product drops, and driving repeat purchases through retargeting.
Tips for better performance:
Keep your catalog updated to avoid rejected listings or broken links
Use short, engaging videos that clearly show product benefits
Highlight price, discounts, or urgency (e.g., “only today”)
Combine with Spark Ads using creator content to boost authenticity
6. Collection Ads
TikTok Collection Ads are an ad type that allows people to find, discover, and browse products in a full-screen mobile experience. When users click on Collection Ads, they will immediately be taken to an Instant Gallery Page where they can browse a curated collection of your products. In a survey conducted by TikTok, people were 1.8x more likely to engage with TikTok Collections Ads (e.g., click on the call to action or on any social interaction) compared to ads on other platforms.
How Collection Ads work?
- Appear as In-Feed videos with a clickable product element
- Clicking opens an Instant Gallery Page hosted on TikTok
- Products shown can be personalized by audience behavior or curated manually
- Supports product tagging, pricing, and shop links
- Works best when paired with a product catalog and TikTok Pixel
When to use Collection Ads?
If you’re promoting multiple SKUs, categories, or a seasonal product lineup, Collection Ads help reduce friction and drive deeper product discovery within the platform. They’re particularly effective for fashion, beauty, accessories, and lifestyle brands.
It’s great for:
- Product launches or curated campaigns (e.g., “Summer Picks”)
- Driving mobile shopping without external redirects
- Increasing average order value through multi-item exposure
Tips for better performance:
- Combine with Shopping Ads or Spark Ads for full-funnel performance
- Keep videos short and focused on highlighting the collection’s theme
- Use creators or native-style storytelling to drive clicks to the gallery
- Optimize your Instant Gallery layout—highlight bestsellers or promotions
7. TikTok Lead Generation Ads
TikTok Lead Generation Ads serve as an advertising objective that enables you to nurture potential customers, interact with leads, and gather lead information on the TikTok platform, as well as collect valuable lead data for your website.
How Lead Generation Ads work?
- Run as In-Feed video ads with a clear call-to-action
- When clicked, users see a pre-filled Instant Form (with TikTok profile info)
- Option to add custom questions or fields
- Leads can be downloaded manually or synced to your CRM
- Optionally redirect to a thank-you page or your website after form submission
When to use Lead Generation Ads?
Use this format when your main goal is to build a contact list, whether that’s for bookings, consultations, newsletter signups, or event registrations. They’re particularly effective in markets where TikTok users prefer staying inside the app and are hesitant to click out.
You can leverage them in the following cases:
- High-intent lead generation (e.g., trial signups, waitlists)
- Service inquiries (e.g., real estate tours, loan consultations)
- Offline-to-online funnels (e.g., gym memberships, training sessions)
- B2B forms or quote requests
Tips for better performance:
- Keep forms short—ask only for the information you truly need
- Use compelling video hooks to explain the benefit of filling out the form
- Offer value in exchange (e.g., free guide, consultation, or quote)
- Add a thank-you message or redirect to maintain user engagement
8. Branded Hashtag Challenge Ads
Branded Hashtag Challenge transforms how brands interact with their audiences. It enables brands to create trends by encouraging users to join challenges.
It occurs when a brand sponsors a hashtag and creates a challenge to push users’ actions, such as following the hashtag, making a video, inspiring people to complete the challenges, etc.
How Branded Hashtag Challenges work?
- Your brand creates a custom hashtag and challenge concept
- TikTok promotes it across the app (including a feature banner on the Discover page)
- A branded challenge page showcases top videos, rules, and your brand’s featured content
- Users join in by creating and posting their own videos under the hashtag
- Optionally combined with Branded Effects or Spark Ads to boost reach
When to use Branded Hashtag Challenges?
This format is perfect when your goal is brand awareness, community engagement, or viral buzz, especially around product launches, campaigns tied to pop culture, or seasonal moments. You can consider using it when:
- National or global brand campaigns
- Launching new products with a creative twist
- Connecting with Gen Z and creators
- Building a library of user-generated content (UGC)
Tips for better performance:
- Make the challenge easy to understand and replicate
- Use a catchy, branded hashtag (short, memorable, and unique)
- Collaborate with creators to seed early challenge content
- Pair with paid ads (In-Feed, Spark) to maximize reach and participation
9. Branded Effect Ads
TikTok Branded Effect uses brands’ stickers, filters, and effects to highlight products, campaigns, and brand names. Users can create their own content with brand effects in the filter list of TikTok videos. Videos made with Branded Effect display naturally on the For You Page, providing any brands with the opportunity to be discovered. With Branded Effect Ads, you can:
How Branded Effect Ads work?
- Your team or agency works with TikTok to develop a custom effect
- The effect appears in TikTok’s filter library and can be used by any user
- Often paired with Hashtag Challenges to increase engagement
- Creators and brands can promote the effect via Spark Ads or organic videos
- Customizable durations (10-day or 30-day placements)
When to use Branded Effect Ads?
Use this format when you want to make your brand fun, memorable, and part of TikTok’s creative ecosystem. Branded Effects help you drive awareness, boost UGC, and reach new audiences through shareable and playful experiences. This ad format is optimal for:
- Product activations and limited editions
- Gaming, beauty, fashion, and tech verticals
- Holiday or seasonal campaigns
- Pairing with influencer-led content
Tips for better performance:
- Keep the effect easy to use and visually engaging
- Tie the effect to a trending moment, theme, or sound
- Use Spark Ads to amplify creator content using the effect
- Monitor how users interact and remix the effect to optimize future campaigns
>>> Read more: TikTok Reservation Ads: Full Setup & Strategy Guide in 2025
Which Ad Type is The Best for Your Campaign?
The “best” TikTok ad type can vary based on your specific goals, target audience, and content strategy. Here are some popular TikTok ad types and when they might be ideal:
| Your Goal | Recommended Ad Types | Why These Work |
|---|---|---|
| Drive conversions or sales | – In-Feed Ads – Spark Ads – Shopping Ads – Catalog/Product Ads | Performance-focused, support Pixel tracking, direct product linking, and CTAs |
| Increase brand awareness | – TopView Ads – Top Feed Ads – Spark Ads – Branded Hashtag Challenge – Branded Effect Ads | High-visibility placements with large reach and creative storytelling opportunities |
| Collect leads or sign-ups | – Lead Generation Ads – In-Feed Ads – Spark Ads | Native Instant Forms keep users on TikTok while capturing contact info |
| Promote a product collection | – Collection Ads – Catalog/Product Ads – Shopping Ads | Showcase multiple items at once with smooth shopping experience |
| Leverage creators & UGC | – Spark Ads – Branded Hashtag Challenge – Branded Effect Ads | Encourage participation, boost credibility, and expand organic reach |
| Launch a new product or event | – TopView Ads – Top Feed Ads – Spark Ads – Branded Hashtag Challenge | Capture immediate attention and amplify excitement |
| Retarget warm audiences | – Spark Ads – Catalog/Product Ads – Collection Ads | Reach users based on past engagement or behavior |
Frequently Asked Questions (FAQ) about TikTok Ad Types
There’s no one-size-fits-all answer—it depends on your goal. For conversions, Spark Ads and Shopping Ads perform best. For reach and awareness, go with TopView or Top Feed Ads. For engagement, Branded Hashtag Challenges still lead.
Yes. You can use formats like In-Feed Ads, Spark Ads, TopView, and Lead Generation Ads without a TikTok Shop account. However, Shopping Ads and some Collection Ads require TikTok Shop integration.
These are reservation-based ad formats, which means you must book them through TikTok directly or via a certified TikTok agency partner like Mega Digital.
Yes. TikTok’s Lead Generation Ads are designed for collecting contact info directly on the platform. Paired with Spark Ads or creator content, they’re effective for service inquiries, webinar signups, free consultations, and more.
You can start with as little as $20–$50/day for In-Feed Ads. Premium formats like TopView or Branded Hashtag Challenges require larger investments and are typically reserved for brand campaigns.
Final Thoughts
As TikTok continues to evolve into a full-funnel advertising platform, selecting the right ad format is no longer just about visibility; it’s about matching your creative, goals, and budget to the format that delivers results. Whether you’re looking to drive conversions, build brand awareness, or spark viral engagement, there’s a TikTok ad type built for your needs.
If you’re unsure where to start or want to scale your campaigns faster, partnering with a certified TikTok agency like Mega Digital can help you unlock premium placements, optimize performance, and stay ahead of trends.
>>> Read more: TikTok Auction Ads: A Complete Setup Guide and 6 Winning Tips
