In-Feed Ads vs TopView Ads: Complete Details
TikTok offers a variety of ad formats for brands to leverage the platform’s massive user base and engagement. Among these, In-Feed Ads and TopView Ads are two of the most popular options, each offering unique benefits and uses. Here’s a detailed comparison of both formats:
1. In-Feed Ads:
In-Feed Ads are TikTok’s native ads that appear within users’ “For You” feed as they scroll through their personalized content. These ads are designed to blend seamlessly with regular TikTok content, offering a less disruptive ad experience.
Key Features of In-Feed Ads:
- Location: Appears within the “For You” feed, alongside organic content posted by creators and other users.
- Duration: Typically 9–15 seconds long, but they can be as short as 5 seconds or as long as 60 seconds (depending on the campaign objective).
- Format: Full-screen, vertical video, which fits seamlessly into the user’s feed. Ads can include sound, interactive features (like polls), and clickable CTAs (Call-to-Action buttons).
- CTA Options: Options to include interactive CTAs like “Learn More,” “Shop Now,” “Download,” etc.
- Skippable: Users can skip the ad after a few seconds, giving them the option to opt-out if they’re not interested.
- Targeting: Advanced targeting options based on demographics, interests, behaviors, and more. TikTok’s algorithm will serve the ad to relevant users.
Advantages of In-Feed Ads:
- Cost-Effective: As In-Feed Ads are part of TikTok’s standard ad offering, they tend to be more affordable than some other ad types like TopView.
- Seamless Integration: Since these ads appear within the feed, users typically engage with them more naturally, which leads to higher engagement rates.
- Creative Flexibility: Brands can create ads that feel like native content, using the same music, trends, and hashtags that TikTok creators use.
- Lower Risk of Disruption: As these ads are skippable, users have the ability to skip if they’re not interested, reducing ad fatigue.
Best For:
- Brand awareness
- Generating clicks and traffic to a website or app
- Promoting products or services that fit TikTok’s fun and engaging nature (e.g., fashion, beauty, music, lifestyle)
2. TopView Ads:
TopView Ads are the premium ad format on TikTok, designed to capture full user attention immediately upon opening the app. TopView Ads appear after a few seconds when a user first launches TikTok, before any content from the “For You” page appears.
Key Features of TopView Ads:
- Location: Appears directly when users open the app, before any organic content or other ads load.
- Duration: Typically lasts for up to 60 seconds, offering brands more time to convey their message.
- Format: Full-screen video that takes over the screen, making it impossible to miss. The video is played with sound, ensuring that the message is fully absorbed.
- Non-Skippable: Unlike In-Feed Ads, TopView Ads are non-skippable and automatically play once the app is opened.
- High Visibility: Since it is the first thing users see upon opening the app, it guarantees maximum visibility.
- CTA Options: Similar to In-Feed Ads, TopView Ads also allow interactive CTAs like “Learn More,” “Shop Now,” or “Download.”
Advantages of TopView Ads:
- Maximum Visibility: Since these ads are shown immediately after the app is opened, they have the highest level of exposure.
- Non-Skippable: This ensures that users will watch the ad in its entirety, making it ideal for more in-depth storytelling.
- Great for Large Campaigns: Ideal for big announcements, product launches, or high-visibility branding efforts.
- Brand Recognition: Since the ad takes over the screen, it provides brands with a unique opportunity to create memorable ads that stand out.
Best For:
- Major brand campaigns
- Product launches or high-impact events
- High-budget, awareness-driven campaigns
- Large-scale branding initiatives
Comparison Table:
| Feature | In-Feed Ads | TopView Ads |
|---|---|---|
| Location | Within the “For You” feed | Appears as soon as the app is opened |
| Duration | 9–15 seconds (can go up to 60) | Up to 60 seconds |
| Skippable | Yes (after a few seconds) | No (non-skippable) |
| Cost | Generally lower | Higher due to premium placement |
| Engagement | Higher natural engagement as it blends with user content | High initial engagement, but risk of ad fatigue over time |
| Visibility | Moderate (appears in the middle of the feed) | Very high (first thing users see when opening the app) |
| Targeting Options | Advanced demographic and behavioral targeting | Similar targeting options |
| CTA Options | Yes (e.g., Learn More, Shop Now) | Yes (e.g., Learn More, Shop Now) |
Which Should You Use?
Choose In-Feed Ads if:
- You’re working with a limited budget.
- You want to target specific, niche demographics with advanced targeting.
- Your ad is highly creative and you want to blend in with the natural flow of TikTok content.
- You are aiming for lower-risk, more organic-feeling campaigns.
Choose TopView Ads if:
- You want to make a big impact and have a larger budget for premium exposure.
- You have a major announcement or product launch that requires maximum visibility.
- You want to tell a longer story with more time to convey your message.
- You’re aiming for maximum brand recognition and need guaranteed visibility.
Final Thoughts:
Both In-Feed Ads and TopView Ads offer great opportunities for brands to advertise on TikTok. The choice between the two depends on your campaign objectives, budget, and desired user experience. In-Feed Ads offer a more natural, cost-effective approach, while TopView Ads provide unparalleled visibility and are best for major, high-impact campaigns. By understanding the strengths of each format, you can tailor your TikTok advertising strategy to best suit your brand’s needs.
