TikTok Ads – Placements on TikTok

TikTok Ads – Placements on TikTok

TikTok Ads Placements
To make the most of TikTok’s potential for your business, this guide provides an overview of the different placements available on TikTok.

TikTok In-Feed
What is In-Feed?
In-Feed is TikTok’s standard ad format, where ads appear in users’ feeds and blend visually and dynamically with other videos. In-Feed Ads are displayed in 9:16 format with sound, and they can include a Call-to-Action button and a link to a landing page. TikTok offers various targeting options: Reach, Video View, App Install, and Conversion, making it possible to optimize campaigns for any objective.

Booking Options for In-Feed
One way to book In-Feed Ads is via auction. Using three different bid strategies, ad placements can be purchased:

• Bid Cap: Set the maximum cost per result you are willing to pay.
• Cost Cap: Set the average cost per result you want to achieve.
• Lowest Cost: Get as many results as possible with a fixed budget.

The second option is Reach + Frequency (R+F). Here, reach and frequency for the campaign can be predetermined, and billing is at a fixed rate. R+F is suitable only for Reach, Video Views, and Traffic objectives but offers more control and predictability compared to the auction method.

Tips for In-Feed
Since In-Feed Ads integrate seamlessly into the feed, users engage with the content more naturally. Videos should authentically capture attention, provide information, and quickly prompt action. Whether humor, product quality, or interesting facts are emphasized depends on the brand identity and the product/service. On TikTok, there is always the potential for virality if a video resonates with many users. It is recommended to align your content with the style and format of other videos on the platform.

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TikTok TopFeed
What is TikTok TopFeed?
TopFeed Ads are similar in design and features to In-Feed Ads. The key difference is that TopFeed appears as the fourth video in users’ feeds, making it the first ad among other videos (excluding TopView, which is distinct). Up to 10 different videos can be used for TopFeed Ads.

Tips for TopFeed
TopFeed is very similar to In-Feed, so most tips are the same. The main difference is placement: ads appear earlier in the feed, perceived as “fresh” by users. Therefore, the ad should attract attention immediately to drive higher engagement and conversions.

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TikTok Spark Ads
What are Spark Ads?
Spark Ads are an ad format that allows you to promote organic posts from a page. Like In-Feed Ads, they include a Call-to-Action button and a landing page. All interactions (likes, shares, comments) remain on the promoted post and are preserved even after the campaign ends.

Tips for Spark Ads
By using organic posts, Spark Ads are a great way to promote not only events/products but also your TikTok page and content, extending campaign possibilities. Spark Ads allow brands to reduce purely promotional messaging and provide authentic, personal insights. Ensure videos are clear, contextually relevant, and goal-oriented, avoiding misalignment with campaign objectives.

Learn more: How to generate your Spark Ads code

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TikTok TopView
What is TopView?
TopView Ads appear at the top of the For You Page when users open the TikTok app—TikTok calls TopView its “brand showcase”. Videos can be up to 60 seconds long, play with sound, and occupy the full screen, capturing users’ attention. A Call-to-Action button can be used to link to a website. TopView Ads are ideal for brand awareness due to high impressions and interactions.

Tips for TopView
Videos should grab attention within the first three seconds and convince viewers before skipping. Shorter videos (~10 seconds) often match users’ attention spans for ads. High-quality video/audio in 9:16 format ensures an optimal full-screen experience. Videos should deliver a clear message quickly, prompting users to act (e.g., visit a landing page). Authenticity and clarity are key to maintaining user engagement beyond the ad.

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