Formats for TikTok advertising several formats to choose from. The ad type you choose depends on your marketing objectives and what kind of reach you want to generate. For example, if you want to get customer leads, you can use a lead generation form that captures the name and email address of potential customers, allowing you to follow up with them later. On the other hand, if you want to drive website conversions, you can use video shopping ads, which allow shoppers to browse products via images and then click through to your store’s page.

Among the most popular TikTok advertising formats are in-feed videos, which appear as users swipe through the app to watch video content. These are a great option for small businesses because they’re affordable and don’t require a lot of production time. Video ads are also skippable, which is ideal for generating brand awareness and boosting engagement.

Exploring Formats: Options for TikTok Advertising

Another popular TikTok ad format is TopView, which is a full-screen audio-on video that’s up to 60 seconds long and appears as soon as the user opens the TikTok app. Kroger, for instance, used this ad format to promote its Back-to-School campaign (#transformurDorm) and generated over 3 million views, 252k likes, and 1747 shares.

Lastly, brands can create Collection Ads, which are similar to video shopping ads in that they show shoppers a full-screen gallery feed of products. The difference is that these ads are optimized for product sales, which can be done by either selecting the specific products to highlight or letting TikTok’s automated optimization model choose them based on relevance.