🥇 Best TikTok Ad Formats for 2025 – Complete Guide
TikTok continues to evolve as a dominant platform for advertisers. In 2025, understanding the best ad formats is critical to reaching the right audience with maximum engagement. Whether you’re running a small business or managing a global brand, the right ad format can significantly boost your return on investment (ROI).
🚀 1. In-Feed Ads
📌 What They Are:
These are native video ads that appear in the “For You” feed, blending naturally with user-generated content.
✅ Key Features:
- Full-screen vertical video
- 9 to 60 seconds in length
- Supports CTA buttons (e.g., Shop Now, Download, Learn More)
- Auto-play with sound
🎯 Best For:
- Driving website traffic
- App installs
- Conversions & direct sales
📈 2025 Tip:
Use trending sounds and creator-style editing to make ads feel less like ads.
🌟 2. Spark Ads
📌 What They Are:
These are boosted organic TikTok posts, either from your own account or from a content creator with permission.
✅ Key Features:
- Uses existing posts with real engagement
- Maintains the look and feel of organic content
- Direct links to your profile or product
🎯 Best For:
- Authentic engagement
- Influencer collaborations
- Brand credibility & awareness
📈 2025 Tip:
Combine Spark Ads with creator partnerships to maximize trust and ROI.
🖼️ 3. TopView Ads
📌 What They Are:
The first video a user sees when opening TikTok. It’s high-impact and appears full screen with no distractions.
✅ Key Features:
- Up to 60 seconds long
- Full-screen autoplay with sound
- Unskippable for the first few seconds
🎯 Best For:
- Product launches
- Brand awareness at scale
- Viral campaigns
📈 2025 Tip:
Use powerful visuals in the first 3 seconds to hook viewers. Works well with high-production visuals.
🧩 4. Branded Hashtag Challenge (HTC)
📌 What It Is:
Encourages users to participate in a challenge by creating content around your hashtag.
✅ Key Features:
- Includes a dedicated hashtag page
- Supported by TopView & In-Feed Ads
- Often includes music and effects
🎯 Best For:
- Viral engagement
- UGC (user-generated content)
- Trendy or lifestyle brands
📈 2025 Tip:
Pair with influencers and offer small rewards to drive participation. Make it easy and fun.
🎨 5. Branded Effect Ads
📌 What They Are:
Custom AR filters, stickers, and 3D effects users can interact with and use in their videos.
✅ Key Features:
- Up to 10-day campaigns
- Engaging, interactive, and fun
- Can be used with Hashtag Challenges
🎯 Best For:
- Experiential marketing
- Younger audiences
- Gamification of brand interaction
📈 2025 Tip:
Use branded effects to promote entertainment, events, or cosmetic/fashion-related products.
📲 6. Collection Ads (E-commerce Boost)
📌 What They Are:
Interactive shopping ads where users tap to open a fast-loading product catalog within TikTok.
✅ Key Features:
- Full-screen In-Feed video
- Opens into an Instant Gallery Page
- Smooth shopping experience without leaving TikTok
🎯 Best For:
- Retail & fashion brands
- Flash sales
- Product discovery
📈 2025 Tip:
Use TikTok Shop integration for seamless purchase flow directly in the app.
🧠 7. Carousel Ads (NEW in 2025)
📌 What They Are:
A swipeable image/video carousel format (still rolling out globally) within In-Feed placements.
✅ Key Features:
- 2 to 10 cards (images/videos)
- Each card can have its own link
- Vertical or horizontal swipe
🎯 Best For:
- Showcasing multiple products
- Product features breakdown
- Storytelling ads
📈 2025 Tip:
Use short, sharp messaging on each card. Great for e-commerce brands with multiple SKUs.
📊 Bonus: TikTok Search Ads (Growing in 2025)
📌 What They Are:
Ads appear in TikTok search results based on keywords users enter.
✅ Key Features:
- Keyword-based targeting
- Great for intent-driven traffic
- Lower competition vs. For You page
🎯 Best For:
- High-converting traffic
- Retargeting keyword-intent users
- Brands with a content library on TikTok
📈 2025 Tip:
Combine with SEO-style TikTok content to rank organically and in ads.
🧩 How to Choose the Best Format:
| Goal | Best Ad Format |
|---|---|
| Brand Awareness | TopView, Branded Effect, Hashtag Challenge |
| Engagement | Spark Ads, Branded Hashtag Challenge |
| Conversions | In-Feed Ads, Collection Ads |
| Product Launch | TopView, Spark Ads |
| UGC & Viral Growth | Hashtag Challenge, Spark Ads |
| Shopping/E-commerce | Collection Ads, Carousel Ads |
🛠️ Final Tips for 2025:
- Use AI-based Creative Tools: TikTok’s Creative Assistant can help you generate content ideas and scripts fast.
- Leverage Creator Marketplace: Partner with niche creators who have built trust with their audiences.
- Shorter is Better: Keep ads under 15 seconds when possible.
- Test Creatives Rapidly: Use A/B testing within TikTok Ads Manager to scale winning formats.
