Choosing TikTok ad types depends on the goals of your campaign, which are typically classified in three rubrics: awareness, consideration, and conversion. Unlike other platforms, TikTok has strict guidelines to prevent discriminatory and invasive targeting practices. The platform also limits the number of campaigns you can create to 999 campaigns per account.
To determine which ad type is best for your brand, it’s important to think like a creator on the platform and immerse yourself in its culture. Then you can craft an ad that feels authentic to the app, rather than just another advertisement. In addition, you’ll want to optimize video quality and adhere to TikTok’s technical requirements, especially since most users watch videos with the sound off.
Choosing Wisely: Tips for Choosing TikTok Ad Types
Video ads appear as TikTokers scroll through their “For You” feeds and can be shared, liked, or commented on. They can be short or long, with videos between 9 and 15 seconds performing well on the platform. You can include a call-to-action button and link to your website within the video, as well as a caption to drive click-throughs.
This ad format is ideal for generating buzz around an event or product. It can feature a countdown, limited availability, or FOMO (Fear of Missing Out), all of which are effective at generating engagement and interest in your brand. You can even include music in your ad to generate the right mood for your campaign.