TikTok, a globally popular short video app, has a variety of advertising formats, providing brands and advertisers with broad marketing opportunities. In this article, we will explain in detail the advertising formats and characteristics of TikTok, as well as how to make full use of these formats for brand marketing.
Splash Ads: Splash ads are the first advertising format displayed after the TikTok app is launched, and have a strong exposure effect. When users open the app, they will see a full-screen brand ad to attract their attention. Splash ads are usually 3-second static images or 5-second video materials, which can guide users to the advertiser’s landing page or in-site page.
Native Ads: Native Ads are presented in the content stream of TikTok as native ads, integrated into the user’s browsing experience. This ad format can be up to 60 seconds long, is a full-screen video ad, and can be played automatically with sound. In-stream ads have a powerful effect, which can attract users’ attention and prompt them to interact with the brand. Advertisers can choose a suitable CTA button based on the ad creative and guide users to the landing page, in-site page or download page.
Brand Takeover: Brand Takeover is a form of advertising that co-creates content with potential consumers. Brands can launch a challenge to guide users to create UGC with brand themes, allowing users to participate in brand promotion in a creative way. In a brand takeover, users can upload video works that meet a specific theme and aggregate them on the challenge page. This form not only stimulates users’ desire to create, but also transforms ordinary users into marketing creators and communicators of brands. Brand challenges can expand the influence of brand challenges through the promotion of official core resources, attract massive interactions, and promote secondary dissemination. In addition, brands can also cooperate with well-known TikTok creators to produce high-quality videos and display them at the top to further reach a wider audience.
Branded Partnerships: Branded partnerships are a form of advertising that TikTok cooperates with brands. By working with well-known TikTok creators or influencers, brands can convey brand information to a wider audience group through their influence and audience base. Brand partners can work with creators to produce original content, or showcase brand products or services in creators’ videos. This form can enhance brand awareness and trust with the influence and fan base of creators.
In short, the advertising formats of the international version of TikTok mentioned above provide brands with a wealth of options to adapt to different marketing needs and brand positioning. Splash screen ads, information flow ads, brand challenges and brand partnerships enable brands to stimulate user participation and dissemination through creative and interactive advertising content, thereby enhancing brand awareness and influence.