6 Types of Ad Formats on TikTok Ads: How to Choose Between TikTok Ads Formats?

TikTok advertising is unlike any other platform—fast-paced, visual, and built for engagement. With global ad revenue expected to hit $33 billion by 2025 (Statista), understanding TikTok ad formats is no longer optional—it’s essential for brand success.

TikTok ad formats are the foundation of this creative playground. Knowing which format to choose is key. Pick the right one, and your campaign might just take over the platform. Pick the wrong one, and it could be scrolled away in seconds. 6 types of TikTok ads are as follows: 

• In‑Feed Ads: great for direct action
  
• TopView & Brand Takeover: perfect for immediate awareness
  
• Branded Hashtag Challenges & Branded Effects: built for engagement and virality
  
• Spark Ads: ideal for boosting trusted content
  

Combine TikTok Ads & TikTok Influencer Marketing With AWISEE!

Combine TikTok Ads & TikTok Influencer Marketing With AWISEE! 

AWISEE helps brands choose the best TikTok ad format types based on:

• Your audience profile
  
• Brand goals and budget
  
• Creative strengths
  

TikTok Ad Formats Explained: The 6 Most Powerful Types in 2025

TikTok offers six powerful ad formats. Each one fits a different campaign goal, and choosing the right one can make all the difference.

In-Feed Ads

These are the short videos you see as you scroll through Types of TikTok ads in the “For You” feed. They look like regular TikTok content—easy to blend in and drive high engagement.

• Auto-play, up to 60 seconds
  
• Adds clickable CTA buttons
  

TopView Ads

TopView Ads are like the VIP entry to TikTok—they appear the moment the app opens.

• Full-screen, up to 60 seconds
• Massive reach and visibility
  

Brand Takeover Ads

Brand Takeover Ads instantly appear when users open TikTok, displaying a 3–5 second video or image with

• exclusive placement—no distractions, no competition.
• Perfect for product launches or major campaigns where immediate brand impact is key.
• Example: A soda brand used Brand Takeover during a new product launch… and awareness doubled
  Source: Marketing Dive
  

Branded Hashtag Challenges

These are interactive campaigns inviting users to create how-to videos based on a hashtag.

• Focus on user participation
• Great for buzz and viral reach
  
• Example: A makeup brand launched a #GlowUp challenge, getting 10K+ UGC posts
  

Branded Effects

Also known as brand lenses or filters. Users can apply branded stickers, face filters, or AR elements to their videos.

• Fun AR activations that encourage creativity
  
• Perfect for lighthearted engagement
  
• Example: A snack brand released a sticker filter—used 500K times in a week
  

Spark Ads

This TikTok ad format lets brands boost existing organic content—whether it’s yours or from creators.

• Amplifies real posts with proven engagement
• Helps build trust through familiar voices
• Example: A shoe brand Spark-boosted a creator video and saw conversions jump 25%
  

How To Choose Between TikTok Ad Formats — Guide To TikTok Advertising

TikTok ads have become a powerful tool for businesses aiming to engage a highly active, global audience. It’s not just about which format looks cool. It’s about fitting your goal, budget, and creative strength to the right format.

• Match the objective to the format
  
  • Use Brand Takeover or TopView for awareness
    
  • Try In-Feed or Spark Ads for action—like clicks or conversions
  • Choose Hashtag Challenges or Branded Effects for engagement and UGC

• Budget matters
  
  • Brand Takeovers are premium
    
  • Spark Ads and In-Feed are more flexible for modest budgets
    

• Creative & Production Tips for TikTok Ad Formats

  • Branded Effects need AR design
  • In-Feed and Spark Ads can use existing content

Aligning Format With Campaign Goals

• Want widespread brand awareness? Choose TopView or Brand Takeover
  
• Want user interaction? Try Branded Hashtag Challenges or Effects
  
• Want conversions? Use In-Feed or Spark Ads
  

Creative Best Practices Per Format

• In-Feed Ads → Start strong in the first 3 seconds
  
• TopView / Brand Takeover → Use bold visuals and clear CTAs
  
• Branded Hashtag Challenges → Make it fun, simple, and easy to replicate
  
• Branded Effects → Ensure visuals are playful, on-brand, and high quality
  
• Spark Ads → Pick organic posts that already have social proof
  

Measuring Effectiveness

To measure performance across TikTok ad formats, focus on:

• Impressions & Reach → TopView, Brand Takeover
• Engagement Rate → Branded Challenges, Effects
• Clicks & Conversions → In-Feed Ads, Spark Ads
• User-Generated Content (UGC) → Hashtag Challenges
• Retention & Completion Rates → For video-based formats
• Cost per Result (CPR) → To evaluate ad efficiency

How To Scale Your TikTok Ads Faster

Scaling your campaigns is where the magic happens. Here’s how to make your TikTok ads guide work harder:

• Run A/B tests across different formats
  
• Refresh creatives regularly to keep audiences engaged
  
• Use TikTok’s automated bidding tools smartly
  
• Leverage insights from top-performing formats to inform your next steps
  

Best TikTok Ad Formats For Brands — Format‑By‑Format Comparison

When it comes to TikTok ad formats, not all are created equal. Each format serves a different purpose, and understanding which is best for your campaign is critical.

Here’s a quick comparison to help you decide which Best TikTok ad formats for brands work for your goals:

*Estimated costs vary by market, campaign length, target audience.

Example Insights:

• In‑Feed Ads → A fitness app achieved 40% more installs with a series of action-packed videos.   
• Branded Effects → A beverage company’s AR face filter was used 700K times in three days 

Cost Level & Engagement Score

This chart shows the relative cost level vs. engagement score of each format.
It helps brands quickly visualize which TikTok ad formats give better engagement for lower or higher budgets.

How to Scale Your TikTok Ads Faster — Tips and Tricks

Now that you know the Popular Types of TikTok Ads, here’s How to Scale Your TikTok Ads Faster using proven techniques from the latest TikTok ads guide:

A/B Testing Across Formats

• Try the same creative as an In‑Feed and a Spark Ad.
• See which format drives more clicks or engagement.
• Allocate budget to the winner.
  

Creative Refresh Tactics

• Change visuals or hooks every two weeks.
• Swap music or voiceovers for fresh appeal.
• Surprise + novelty = viewer retention!
  

Smart Budgeting & Bidding Strategies

• Start with wide audiences, then narrow after early wins.
  
• Use TikTok’s automated bidding to meet your goals.
  
• Reallocate spend toward high-performing formats.
  

Guide to Choosing the Right Format

How to choose the right TikTok ad formats for your brand? Here are 3 simple tips for you: 

1. Define your goal—awareness, engagement, or conversion.
   
2. Match the goal to the format.
   
3. Align budget and creative capability.