TikTok is not only an entertainment platform for the youth but also a “goldmine” for businesses wanting to break through with their brand through creative advertising. Among the many ad formats, 4 of the most popular TikTok ad formats currently being widely used by major brands include: Brand Takeover, Native Video Ads (In-Feed Ads), Video Challenges (Hashtag Challenges), and Branded Lens. Each format has its own unique characteristics, suitable for different campaign goals. Let’s take a deeper look at each format to make the best choice for your campaign.
1. Brand takeover – Full-screen first ads
Brand Takeover is an ad format that appears as soon as the user opens the TikTok app. The ad takes up the entire screen for a few seconds, typically in the form of static images, GIFs, or short videos (3-5 seconds). This format is “exclusive,” meaning only one brand appears in a category per day.
Using Brand Takeover guarantees absolute attention from users, creating a strong impression without distractions. Ads in this format have significantly higher click-through rates (CTR) compared to other formats. It creates a powerful effect that encourages viewers to share and visit the campaign. Brand Takeover is suitable when you want to rapidly boost brand recognition in a short amount of time. Use eye-catching images, concise messaging, and clear calls to action so users can easily remember and act upon them.
2. Native video ads (in-feed ads) – Natural ads within content feed
In-Feed Ads are video ads that appear between the videos users scroll through in the “For You” section. The videos can last up to 60 seconds and may include links to a landing page or app.
These ads seamlessly blend with the natural flow of TikTok’s content, creating an authentic and organic feel. Users can easily interact (like, comment, share, follow), which drives web traffic, app downloads, or direct purchases. To make In-Feed Ads effective, businesses should create content in TikTok’s style: fun, brief, and approachable. Using TikTok influencers or popular creators can help increase credibility and engagement.
3. Video challenges (hashtag challenges) – Stimulating community interaction
Hashtag Challenges are one of TikTok’s signature ad formats. Brands initiate a challenge tied to a specific hashtag, encouraging users to create content based on certain requirements (dancing, acting, sharing opinions, etc.).
Each “trend” created attracts widespread attention within the TikTok community, increasing interaction and natural brand recognition. Additionally, user-generated videos spark a community effect, driving participation and providing brands with more promotional materials. Think of a simple, easy-to-do challenge idea with an appealing background song tied to your brand’s features. Successful campaigns like #GuacDance (Chipotle) and #EyesLipsFace (e.l.f. Cosmetics) are perfect examples.
4. Branded lens – Unique brand filters
Branded Lens refers to augmented reality (AR) effects, filters, or stickers that are distinctive to the brand and can be used by users when creating videos on TikTok.
This format provides a unique interactive experience by merging the real world with virtual effects, which attracts and leaves a lasting impression. Two-way interaction encourages users to share and create different versions. Branded Lenses should be designed consistently with the brand’s image and campaign. When combined with Hashtag Challenges, the effect will amplify significantly.
Why choose the right TikTok Ad formats?
Understanding the 4 popular TikTok ad formats is the first step in helping businesses identify their campaign goals and message. Each format offers its own advantages:
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Brand takeover: Maximizes brand recognition in a short time.
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In-Feed ads: Brings the message closer to consumers through a natural format.
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Hashtag challenge: Builds communities and creates trends.
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Branded lens: Creates personalized experiences with the brand.
When strategically combined, these formats can create a powerful cumulative effect, boosting engagement while improving conversion rates. At Dali Agency, we specialize in crafting the perfect blend of these ad formats tailored to your business needs, ensuring that your campaigns are not only effective but also memorable for your target audience. Let us help you leverage the full potential of TikTok advertising to achieve remarkable results.
Conclusion
The 4 TikTok ad formats — Brand Takeover, In-Feed Ads, Hashtag Challenges, and Branded Lenses — are powerful tools for businesses to increase their reach and connect with target customers in the most organic way. Choosing the right format that aligns with the campaign’s objectives and brand message will help you achieve the best results.
Let Dali Agency accompany you on every TikTok advertising campaign — where creativity meets real results!
