The TikTok Collection Ads is a solution for E-commerce helping to drive product discovery and action by attracting your customers’ attention in a fast-loading instant experience. Let’s learn more about the TikTok Collection Ads in the article below!
QUICK SUMMARY
- Explain what TikTok Collection Ads are — interactive, shoppable video ads that let users browse products via an Instant Gallery Page without leaving the app.
- Show how they work: video + in-app product gallery powered by TikTok’s recommendation algorithm for seamless shopping.
- Provide setup steps (Catalog + Instant Gallery Page) and best practices like focusing on 4–8 products, mobile-first visuals, and creator collaborations.
- Highlight success stories (MAKE UP FOR EVER) proving Collection Ads can boost conversions by 94% and cut CPA by half.
What is TikTok Collection Ads?
TikTok Collection Ad is an eCommerce-focused ad format designed to make product discovery and shopping seamless—without leaving the app. When users tap on your video ad, they’re taken to a fast-loading Instant Gallery Page, where they can browse a curated set of products tailored to their interests.
This format combines TikTok’s signature full-screen, sound-on experience with a smooth in-app shopping flow, helping brands reduce drop-offs and drive more conversions. Instead of sending users to an external website, Collection Ad keeps everything inside TikTok, shortening the path from discovery to checkout.
In short, TikTok Collection Ad delivers a native shopping experience that turns engaging videos into real conversions—letting users discover, browse, and buy products in just a few taps.
>>> Read more: All 9 TikTok Ad Types You Need to Know [2025 Updated Guide]
How does TikTok Collection Ads work?
TikTok Collection Ads work by combining a video ad with an Instant Gallery Page — a fast-loading, in-app landing page that showcases multiple products.
When users see your ad in the For You feed and tap on the product card or CTA button, they’re taken directly to the Instant Gallery Page. Here, they can browse a curated selection of items—each personalized based on their browsing behavior, interest signals, and TikTok’s recommendation algorithm.
From there, users can tap any product to complete the purchase on your website or TikTok Shop (if integrated).
TikTok Collection Ads specs
Since TikTok Collection Ads appear as In-Feed Ads, they follow the same creative specifications. Make sure your ad meets these requirements for the best performance:
| Specification | Requirement |
|---|---|
| Aspect ratio | 9:16 (recommended), 1:1, or 16:9 |
| Resolution | ≥ 720 × 1280 px |
| File format | MP4, MOV, MPEG, or AVI |
| Video length | 5–60 seconds (15s or less performs best) |
| File size | ≤ 500 MB |
| Caption length | Up to 2,200 characters |
| Audio | Must include sound (either original or licensed) |
| Ad placement | In-Feed (For You Page) |
| Attachment | Instant Gallery Page (required) |
Pro tip: Use vertical videos (9:16) and keep your product visuals clear within the first 3 seconds — this is when most users decide whether to keep watching or scroll away.
How to create TikTok Collection Ads (Step by step)
Before getting started, you should prepare meticulous product information, especially high-resolution images. There are 2 main steps to creating Collection Ads:
- Set up your Catalog
- Create Collection Ads
Set up your Catalog
A catalog is a TikTok Ads Manager feature that allows you to manage basic product information such as descriptions, images, product videos, links, sizes, availability, and more. You can use the data in your catalog to create a variety of dynamic showcase ads that provide personalized product recommendations to your target audience. You can import products from your catalog directly to your Instant Gallery Page when creating Collection Ads.
When creating a new category in the TikTok Ad Manager, you can choose to either automatically enter product information (when there are 10+ product codes) or manually enter each product (when the number of products is limited to <10).
Set up Catalog is a process including Create Catalog > Add product > Manage Catalog. Follow our instructions below:
- Click Catalogs under the Asset tab.
- Include basic information such as Catalog name, Business Center account, Industry, etc. Then click Create.
- Add product to your Catalog. There are 4 approaches in this section:
- Manually add product
- Data feed schedule
- Upload file
- Import from Google
- Manage your Catalog in 5 easy ways:
- Manage & Add Products
- Create Product Sets
- Setup Catalog Rules
- Connect Event Sources
- Create Video Packages
Create Collection Ads
The process of publishing collections ads can be divided into two steps:
- Step 1: Set up the campaign: This involves setting up a campaign and ad group with the required parameters so that you can create Collections Ads.
- Step 2: Build a gallery page: You’ll need to create an Instant Gallery Page that features products you want to promote in your Collection Ads.
Step 1: Set up the campaign
Follow the Instruction below:
- At the Campaign level, choose an Advertising Objective supported by Collection Ads: Traffic or Conversions.
Please note that Traffic and Conversions are fully supported. Reach and Video Views are only available by allowlist.
- At the Ad Group level:
- Choose Website as your Promotion Type > choose a TikTok Pixel > select Optimization event.
- Ensure that the Ad Group’s Location is the same as your catalog.
- Set up your Ad Group as needed.
- Under Ad setup:
- Choose Recommended Combination as your Ad Format and Collection Ads as the Attachment Experience.
- Enter your ad details.
- Click Create Instant Experience to open the Instant Gallery Page Editor and configure your Instant Gallery Page.
Step 2: Build an Instant Gallery Page
TikTok Instant Gallery Page is a lightweight native app landing page that loads 11 times faster than standard mobile pages. The first step in creating your gallery is to add products to it. There are two ways to do this:
- Select from Catalog: This allows you to make a gallery of the products in your catalogs. You should import your products from a catalog, as this will allow you to dynamically display the order of your products based on how they rank for each visitor.
- Manually add the product: Directly on the Instant Gallery Page Editor, you can enter information about the products you want to promote.
Note: Every product you add to your Instant Gallery page must go through the ads review process. You can check the product approval results on the Catalog page. The product won’t be shown in your Collection Ads/Instant Gallery Page if it doesn’t pass.
Best practice for TikTok Collection Ads
To get the best results from your TikTok Collection Ads, focus on both creative quality and shopping experience optimization. Here’s what works best in 2025:
1. Keep your product set focused
Feature 4–8 key products in your Instant Gallery Page. A concise selection helps users focus on what matters and reduces drop-offs.
2. Use high-quality, mobile-first visuals
Ensure your videos and product images are vertical (9:16), high resolution, and shot in good lighting. The first three seconds are crucial — start strong with motion or emotion.
3. Connect your Catalog or TikTok Shop
Integrate your product catalog or TikTok Shop inventory so users can browse personalized products directly inside the app. This also enables dynamic updates and automatic stock syncing.
4. Optimize your Instant Gallery Page
Use short, clear product titles and minimal text. Keep the layout visually consistent and prioritize fast loading. A clutter-free design improves click-through and conversion rates.
5. Combine with creators or Spark Ads
Partner with relevant creators or use Spark Ads to run Collection Ads from authentic posts. This boosts trust and engagement, especially for fashion, beauty, and lifestyle brands.
6. Track and test performance
Monitor key metrics like CTR, CVR, and View-to-Click rate in TikTok Ads Manager. A/B test creative variations, captions, and product order to see what drives the most conversions.
Mega Digital recommends combining Collection Ads with TikTok Pixel tracking and Catalog retargeting campaigns to maximize ROI — especially during high-shopping seasons.
Successful TikTok Collection Ads examples
As you can see on TikTok, brands never utilize only the TikTok Collection Ads but integrate them with other ads such as In-Feed Ads. The case of the brand MAKE UP FOR EVER below will show you the best visualization.
The objective
MAKE UP FOR EVER has been creating professional-quality makeup since 1984. Famous for its innovative approach, MAKE UP FOR EVER chose TikTok to launch its latest foundation, WATERTONE, and collaborated with Creators to co-create impactful media content.
The solution
MAKE UP FOR EVER campaign was divided into two stages: Awareness and Conversions
- Awareness stage: Working with French Creators to produce native-feel content, the brand boosted their videos to run as In-Feed Ads. This ad, which appears full-screen and with sound on, is loud, proud, and impossible to miss.
- Conversions stage: Deployed TikTok’s latest eCommerce ad solution – Collection Ads. This ad type will display product tiles over ads and allow users to click through to an Instant Gallery Page. Brands can curate shoppable content for the TikTok community without asking users to leave the app.
The result
- Generated more than 11M impressions and 10M video views across France.
- Collection Ads helped the MAKE UP FOR EVER campaign secure the brand a 94% increase in CVR and a 51% decrease in CPA.
FAQ about TikTok Collection Ads
Currently, TikTok Collection Ads are only available for TikTok Agency accounts or authorized partners. If you don’t have access, you can work with a certified TikTok Marketing Partner like Mega Digital to run this ad type
Collection Ads use a short video ad that opens an Instant Gallery Page, where users can browse curated products.
Video Shopping Ads connect directly to TikTok Shop, showing product tags and purchase options within the video.
In short: Collection Ads focus on product discovery, while Video Shopping Ads focus on in-app checkout.
Yes. If your account is linked to TikTok Shop, you can sync your product catalog or shop inventory directly with your Instant Gallery Page for smoother shopping and real-time stock updates.
TikTok Collection Ads currently support Traffic and Conversions objectives. Other objectives like Reach or Video Views may be available only by allowlist.
Use TikTok Ads Manager to track key metrics such as CTR, CVR, CPA, and View-to-Click Rate. Integrate TikTok Pixel or Events API to capture conversions and optimize future campaigns more effectively.
Mega Digital recommends running A/B tests across different creatives, catalog sets, and Instant Gallery layouts to identify which combination drives the best results.
>>> Read more: TikTok Auction Ads: A Complete Setup Guide and 6 Winning Tips
Conclusion
TikTok Collection Ads provide users with a seamless shopping experience, from viewing the ad to completing the payment. With this advantage, businesses will reduce the rate of users exiting the shopping journey and increase revenue. Currently, Collection Ads are only available for TikTok Agency accounts. Therefore, you must contact TikTok partners like Mega Digital to get a TikTok ad agency account for rent or experience our TikTok advertising service.
