TikTok offers multiple ad formats, each designed for different marketing objectives. Understanding these formats helps you choose the right approach for your campaigns—whether you're driving brand awareness, generating sales, or building community engagement.
This guide covers every TikTok ad format available in 2026, including specifications, pricing, and when to use each one.
In-Feed Ads are TikTok's most versatile and accessible ad format. They appear naturally in users' "For You" feed as they scroll through content, blending with organic videos.
Standard In-Feed Ads appear in random slots throughout the For You feed. They're skippable, meaning they must earn attention through strong creative.
Specifications:
Performance benchmarks:
Best for:
Top Feed Ads occupy the first in-feed ad slot users see, providing premium placement without the full takeover of TopView. Specifications match Standard In-Feed Ads.
Best for:
TopView Ads are the first thing users see when opening TikTok—a full-screen takeover that demands attention before users access their feed.
TopView is a premium reserved format with significant investment requirements:
TopView delivers massive reach but comes at premium costs. Reserve for campaigns where impact matters more than cost-per-impression efficiency.
Spark Ads boost existing organic posts—either your own content or creator videos (with permission). They maintain the native feel of organic content while extending reach through paid amplification.
Rather than creating new ad creative, you amplify content that already exists on TikTok:
Performance typically exceeds In-Feed ads by 20-40% because:
Spark Ads vs. In-Feed Ads:
| Factor | Spark Ads | In-Feed Ads |
|---|---|---|
| Creative control | Limited to existing content | Complete control |
| Authenticity | Higher | Lower |
| Engagement rates | Typically higher | Standard |
| Setup time | Faster (existing content) | Requires production |
Branded Hashtag Challenges invite users to create content around your campaign theme. Brands launch a challenge with a specific hashtag, and TikTok users participate by creating videos.
Branded Hashtag Challenges are premium campaigns requiring:
Branded Effects are custom filters, stickers, and augmented reality experiences that users can apply to their own videos. They promote products through creative, interactive engagement.
Collection Ads combine video with a product showcase, allowing users to browse and purchase products directly from the ad experience.
Collection Ads work particularly well for:
Match your ad format to your campaign objectives:
| Goal | Recommended Format |
|---|---|
| Quick sales | Collection Ads, Shopping Ads |
| Viral engagement | Branded Hashtag Challenges |
| Launch/awareness | TopView Ads |
| Social proof/trust | Spark Ads |
| Regular promotions | In-Feed Ads |
| Interactive branding | Branded Effects |
Limited budget ($500-$5,000/month):
Mid-range budget ($5,000-$50,000/month):
Large budget ($50,000+):
For most e-commerce stores, a mix of In-Feed Ads, Spark Ads, and Shopping Ads delivers the best ROI. Test individual formats before combining into multi-format campaigns.
For most advertisers, Spark Ads typically deliver the highest ROI because they amplify content that has already proven engagement. They outperform standard In-Feed Ads by 20-40% on average while maintaining authenticity. However, optimal format depends on your specific goals and creative assets.
Costs vary significantly: In-Feed Ads cost $4-$8 CPM, TopView costs $20-$50 CPM (plus $50,000+ daily minimum), Branded Hashtag Challenges start at $50,000-$150,000+, and Branded Effects start at $45,000+. Self-serve formats (In-Feed, Spark Ads) are accessible to any budget starting at $50/day.
Small businesses can access In-Feed Ads, Spark Ads, and Collection Ads through TikTok Ads Manager with no minimum spend requirements beyond $50/day campaigns. Premium formats like TopView, Branded Hashtag Challenges, and Branded Effects require significant investment and typically require working directly with TikTok.
Not sure which ad format is right for you? Get expert recommendations. Contact us | Get a free consultation
By submitting this form, you agree to our Privacy Policy and Terms & Conditions.
