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TikTok formats: all ad formats for TikTok Ads

Do you know the TikTok Ads formats and their usefulness? GrowthYouNeed, the TikTok Ads specialist, tells you everything!

TikTok formats: what are the advertising formats on TikTok Ads?

If you're interested in acquisition channels, you probably know that TikTok is growing very fast. The social network is very popular with young people and is a real opportunity for advertisers: it allows to reach a large and highly engaged audience. And like all popular social networks, TikTok offers an effective way to get your product or service in front of your audience. Let's explore together the opportunities offered by TikTok Ads, and in particular the different advertising formats found on the network.

TikTok Ads: how does it work?

If you want to get started on TikTok and advertise, nothing could be easier. The creation of campaigns is designed so that anyone can do it. However, if you want to get good performance and make the most of the platform, you'll need to think about a complete and solid strategy.

To get started, the first thing you'll need is a TikTok account. A simple email address can be enough to sign up. The network will ask you for some information and you will have to specify that you are a professional account, to be able to advertise later on.

You will then need to install the TikTok pixel on your site. As with all advertising networks, this will allow you to track the performance of your campaigns. Which pages did the users visit, how long did they stay, and did they end up buying your product or subscribing to your service? It's obviously important to set up this pixel so that you don't launch campaigns blindly. Being able to correctly measure the business impact of your marketing actions is essential.

Once these steps are done, you can start creating and running your ad campaigns. A TikTok Ads account is organized according to the same philosophy as the other social networks: you will find the notion of campaigns, ad groups, ads, audiences... You will be able to explore the different targeting parameters offered by the platform. Each campaign will have a specific objective: to bring traffic to your site, to increase the number of followers on your page, to get views from your audience, or to sell your product or service. Depending on the selected objectives, you will have access to more or less different TikTok Ads formats. By playing with these objectives, you can build your conversion path.

Formats on TikTok

TikTok Ads offers five different advertising formats. Each one has its own characteristics and meets specific objectives. TikTok offers a variety of formats, some classic like in-feed videos, but also others that allow you to rely on the strength of your community. It's up to you to choose the ones that suit you to create the media mix that will allow you to maximize your performance.

In-Feed Videos

This is certainly the most characteristic and popular format of Ads on TikTok: it is the in-feed video, a video that is integrated in the users' feed, just like an organic video. The only difference is the "Sponsored" mention on the video.

The video includes sound, a link to your organization's page on TikTok and a CTA that you can customize. This one can link to your website, to the page you want. The video lasts a few seconds and must be punchy to engage the user.


TikTok's "TopView" format is a rather special advertising format. It is a pop-up that appears for the user when he opens his application, or a more classic video. By selecting it, you make sure to be the first thing that a user sees when he arrives on TikTok. A good way to remind them of you!

This format allows you to send a message directly to your target, for example to introduce your brand or your service, or to propose an exceptional offer. Thanks to the integrated CTA, you can then take it wherever you want. 

Branded Hashtag Challenge

TikTok's great strength is its community. Thanks to the "Branded Hashtag Challenge" format, you can create custom hashtags for your brand and challenge people. Via the hashtag, they will respond by posting their own video. An original way to create UGC (User-Generated Content) and engage your community with your brand in a fun way.

This TikTok Ads format allows you to get closer to your community while offering them challenges and rewards. A great way to create engagement and use your community to generate visibility for your brand.

Spark Ads

Spark Ads are a special format of TikTok Ads, which allow you to promote videos that do not necessarily belong to your brand. For example, if a content creator, a user or an influencer has made a review of your product, you can promote it and make sure it is seen by your audience.

Spark Ads are a great way to generate audience and views through word of mouth, while strengthening your connection with your community. By sponsoring a content creator, you are helping them to grow your audience as well, while making them an ambassador for your brand.

Branded Effects

In the same way as hashtags, Branded Effects formats allow you to create filters or effects to apply to videos. By offering it to your community, users will then create their own content using it: you take advantage of their reach to enlarge yours. With a simple click, users can take advantage of this effect and apply it to their video. All of your community's creations are grouped together in one tab, so you can see which ones performed best.

In addition to allowing your brand to be known by the largest number of people, branded effects allow you to offer small gifts to your community and thus strengthen your link with it. An ideal format if your objective on TikTok is to increase your audience but also to reinforce the engagement of your followers with your brand.

Leverage TikTok formats with GrowthYouNeed

At GrowthYouNeed, we support our clients in promoting and growing their business on a multitude of digital channels. Among them, TikTok: this social network presents huge opportunities for some companies.

If anyone can start advertising on TikTok, getting good results is not cheap. There are many good practices to follow in order to get the best out of the ad network. Knowing how to choose the right format to send the right message to the right person is one of them. It is our core business to be able to accompany and advise you on these issues.

Would you like to discuss it? Do you have any questions? It's over here !

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