Whether your goal is building brand awareness, driving engagement, or boosting sales, TikTok advertising options offer a range of advertising options that can help you meet those objectives. While the app’s machine learning does a lot of the heavy lifting, there are still ways to optimize your campaign to get more from your investment.

Depending on your audience, you might be better off with an in-feed video or a full-screen ad. Regardless of which type you choose, your ad must be both engaging and aligned with TikTok’s content and language guidelines.

In-Feed Ads

In-feed ads appear when users are scrolling their For You feed and can include captions, images, a call to action, and external landing pages. These ads are skippable, so you’ll want to make sure your ad is as relevant and entertaining as possible. Videos between 9 and 15 seconds seem to perform best.

Creator Ads

Using creator content and UGC is a great way to drive engagement and increase brand awareness. These ads have higher completion and engagement rates than non-creator Spark Ads. This ad format requires you to work with a creator and exchange an ad authorization code, but it isn’t editing-free like other TikTok ads.

TopView Ads

While they’re not as seamless as in-feed ads, TopView ads can be effective at capturing attention and reaching new audiences. These ads are 60 seconds long, play automatically with sound on, and include a call to action button. You can target your TopView Ads based on location, age, gender, interests, operating system, devices, behaviors, and more. Similar to Facebook and Instagram, TikTok’s Ad Manager also allows you to create Custom Audiences and Lookalike Audiences.