TikTok ads work, period. And we aren’t making this up. There’s plenty of data out there that proves this. But what if we told you that just because it works, it doesn’t mean it’ll automatically work for you?
After all, simply owning a loaded gun doesn’t make you a trained hunter.
Crafting the perfect TikTok ad takes years of practice, but here’s the good news: you don’t have to start from scratch. Why reinvent the wheel? In our blog, we’ll break down the top TikTok ad formats and highlight some great examples of TikTok ads to inspire you.
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Most Popular TikTok Ad Formats
The first time you opened TikTok, you probably felt overwhelmed by the sheer variety of content—dance challenges, cooking hacks, life tips and even live pet streams. TikTok’s ad formats can feel just as varied, each bringing its own set of quirks.
But don’t worry. Sticking with the most popular formats is a solid choice. Here are six of the most widely used.
TikTok Ad Formats #1: In-Feed Ads
This is the bread and butter of TikTok Ads and is the one most are familiar with. They blend into users’ For You Pages (FYPs). These ads can also be liked, shared and commented on and are great for engaging with audiences. However, because they blend in with organic content, they can be easy to scroll past if they don’t stand out in some way.
TikTok Ad Formats #2: TopView Ads
TopView ads pop up as the first thing users see when they open TikTok, capturing attention spans for up to a full minute. They offer unmatchable visibility amongst all the formats as users really can't miss them, making them great for instant attention-grabbing. That said, given their premium price tag, they may only be feasible for businesses with generous ad budgets.
TikTok Ad Formats #3: Branded Hashtag Challenges
Branded Hashtag Challenges capitalize on getting the community to engage directly with you by encouraging users to create and share their own videos with a designated hashtag. However, the challenge must be designed carefully because if the hashtag doesn’t catch on, engagement might be lower than expected.
TikTok Ad Formats #4: Branded Effects
Commonly used together with Branded Hashtag Challenges, Branded Effects lets brands create custom animations, stickers and filters for users to use and add to their content. It's great for engaging younger audiences and boosting brand awareness but can be a little more resource-intensive and isn’t guaranteed to be a hit.
TikTok Ad Formats #5: Brand Takeover Ads
Brand Takeover Ads appear when users open the app, filling the screen for an unskippable few seconds before leading to an In-Feed ad or landing page. They’re definitely bold, but they’re limited to one brand per day, and their cost makes them best for bigger campaigns with large budgets. Also, note that they don’t allow for comments and likes, so it’s more identifiable as an ad.
TikTok Ad Formats #6: Spark Ads
Spark Ads lets brands transform organic TikTok posts into paid ads, keeping the content looking natural and mingling into users’ feeds. They’re ideal for amplifying content that already works with audiences, adding an authentic touch, but because they’re based on existing posts, brands have less control over visuals and messaging.
6 Best TikTok Ad Examples to Inspire You
Brands across the globe are using TikTok ads to reach millions. These six TikTok ad examples show how top brands captured attention and achieved their goals with TikTok.
TikTok Ad Examples #1: Kérastase
Kérastase used TikTok’s in-feed ads along with lead gen tools to turn views into qualified leads for their premium haircare line in Chile. Using in-feed ads featuring influencers, they captured attention with content that spoke to their target audience, directing users to TikTok’s native lead form.
This led to over 24,000 new leads and a 6.5x return on ad spend (ROAS). By offering a “Gift with Your Purchase” incentive, Kérastase encouraged users to visit their site, which became a powerful generator for brand growth and data collection.
TikTok Ad Examples #2: Cetaphil
Cetaphil launched the #FaceofCetaphil campaign on TikTok to boost brand awareness and encourage user-generated content. (UGC). By partnering with 223 creators, Cetaphil gathered 426 content submissions that showcased beauty routines using their skincare products, reaching over 29 million views.
Cetaphil invited winners to attend New York Fashion Week, creating buzz and encouraging participation. The Brand Lift Study showed impressive results: an 11.2% lift in ad recall and a 3.4% increase in brand association, reflecting a successful boost in brand visibility and recall.
TikTok Ad Examples #3: Ristorante Pizza by Dr. Oetker
Dr. Oetker’s Ristorante Pizza took to TikTok to make their brand unforgettable for young Canadians by using Branded Effects and TikTok’s Branded Mission. They encouraged creators to share their “Ristorante Pizza Aura” using branded effects, sparking engagement and creating memorable pizza moments.
Collaborating with food and lifestyle creators, the campaign amassed 78 million video views and an 8.6% increase in ad recall.
TikTok Ad Examples #4: Coke Studio
Coke Studio brought Pakistani music to TikTok. Using TopView ads to kick things off, they reached over 41 million users in Pakistan, sparking massive awareness in just one day. Each week, they dropped teasers and full song promos, building a steady buzz among music lovers and keeping engagement high.
From this, 64 million video views and a 15-second view-through rate that beat industry benchmarks by 14.5% followed. Plus, a cost per thousand (CPM) that was 9.3% lower than average made the campaign even more efficient, racking up over 5.7 million likes, comments and shares.
TikTok Ad Examples #5: Bellamianta
For Black Friday, Bellamianta tapped into TikTok’s Spark Ads and Video Shopping Ads to ramp up sales through TikTok Shop. Their campaign reached over 458,000 users, achieving a 14x boost in ROAS.
With creator partnerships and in-house content riding TikTok trends, Bellamianta kept users engaged and returning for more. By retargeting past visitors and analyzing user data, they stayed top of mind during the shopping season.
TikTok Ad Examples #6: Guess
Guess launched its #InMyDenim campaign using TikTok’s Brand Takeover ad format as part of its efforts to promote its Fall ‘18 Denim Fit Collection. The campaign challenged users to transform their style “from mess to best-dressed” in Guess denim, with Bebe Rexha’s “I’m a Mess” as the soundtrack.
Guess’s ad took over the splash screen, inspiring thousands to join in. Over six days, the campaign led to 5,500+ user videos, 10.5 million views, a 14.3% engagement rate and 12,000 new followers.
Common Mistakes to Avoid in TikTok Ads
Unlike the TikTok ad examples we’ve covered, it’s also important to see the other side. Not every ad on TikTok finds success, and many brands find themselves falling prey to common traps that end up making their ads ineffective and wasting their budgets.
Here are the top 5 don’ts you should keep close to heart.
Don’t Ignore Trends
According to TikTok, trends are the lifeblood of the platform. Brands that ignore trends risk making their ads look out of touch or irrelevant. Instead of scrambling to jump on every new viral moment, TikTok suggests focusing on “Trend Signals”—the broader, longer-lasting themes that keep your brand in the loop without feeling forced.
TikTok’s Creative Center and Explore page are great tools for spotting these signals, helping brands keep their ads feeling fresh, relevant and perfectly in sync with what users love to see. For more on how to stay on-trend, check out TikTok’s Trends Digest.
Don’t Be Overly Promotional
Never forget TikTok’s main purpose from the user’s perspective: it’s first and foremost a platform that entertains, not a megaphone for brands to yell, “BUY MY PRODUCTS!”
We’re not saying you can’t promote your brand, but do it in a way that blends with the atmosphere. Use humor, take advantage of trends and be as subtle as possible. Above all, avoid crossing the line between creativity and infomercial territory.
Don’t Neglect Your Audience
Have you ever heard the adage that when you speak to everyone, you speak to no one? While the app hosts every genre of content under the sun, that doesn’t mean you can blast out one-size-fits-all ads. You still need to tailor the language, style, messaging and vibe to your target audience.
Take the time to understand what makes your audience tick and craft your message to their interests. They’ll thank you with their attention.
Don’t Post Infrequently
Posting frequently is key to building momentum. TikTok’s algorithm rewards accounts that post regularly, so aim to keep a steady rhythm.
It’s not about overwhelming your audience but about staying relevant and giving the algorithm a reason to keep showing your content. Plan a content schedule you can maintain long-term and make your presence known consistently to stay in viewers’ minds.
Don’t Create Low-Quality Videos
Frequent posting matters, but it shouldn’t come at the cost of quality. You don’t need Hollywood-level production, but clear visuals, good lighting and crisp audio show that you care about your brand’s image.
These little details not only make your videos look more polished but also help build trust with your audience by showing that your brand is putting in the effort. Remember, quality over quantity goes a long way on TikTok.
Get Started with TikTok Messaging Ads Today
Exciting news! TikTok Instant Messaging Ads is now available in Beta for LATAM. Businesses can now connect with TikTok leads via WhatsApp and Messenger to provide consultations, book appointments and close sales — all in one chat.
Access is available via whitelisting for select LATAM countries. To apply, fill out the appropriate form:
Special Offer: Receive 50% off TikTok Instant Messaging Ads spending from December 1, 2024, to March 31, 2025, when you integrate with respond.io and optimise your campaigns toward conversations.
🌏 For APAC: Integration is open to all countries — no whitelisting required. Download our TikTok Ads E-Book to know more, or book a consultation to get started today.
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Further Reading
If you liked this article, you might want to check out the following reads:
- 5 Game-Changing Reasons Businesses Need TikTok Advertising
- TikTok Ads Cost Breakdown: How to Achieve High ROI
- Ultimate Guide to TikTok for Business [July 2024]
