TikTok (also known as #Douyin) is a social network used to make a variety of short-form videos, with a lot of catchy musics and attractive effects. TikTok has had the most downloads since the first quarter of 2018 in the world. TikTok, now, is available in 150 countries with 75 languages.

TikTok has a very large user base and a vast potential reach for TikTok Ads. However, many businesses still do not recognize the potential of this market as TikTok is still relatively new. The reality is that TikTok can bring benefits to businesses with low competition and high effectiveness.

However, not all product categories are suitable for TikTok Ads. Businesses need to research the advertising channels that are appropriate for their industry. They also need to consider investing their budget in this advertising channel wisely.

Benefits

• Connecting with users who lead the latest trends
• Increase a large number of potential customers
• Reaching customers in more than 20 markets and constantly expanding
• Immediately update the unique and attractive latest trends

The most popular forms of running TikTok Ads 

Currently, there are 5 most popular forms of running TikTok Ads, including:

1.1. TikTok In-Feed Ads
These are video ads similar to Instagram Stories, appearing in the "For You" section and can be skipped. In-Feed Ads support a button that redirects to the brand's website or app download page (for both Google Play and Apple Store).

This form has two main types:

• Direct Native Ad: Increases views and interactions with the brand's video on TikTok.
• Direct Diversion Ad: Redirects to the homepage.

Advantages and disadvantages of TikTok In-Feed Ads:

• Advantages: Ads integrate smoothly into the user's feed, not interrupting the experience.
• Disadvantages: Ads need to align with TikTok's content style, thus often requiring a complete redesign.

1.2. TikTok Brand Takeover Ads
This is a popular type of TikTok Ads, usually displayed immediately in the first 5 seconds, and users cannot interact. Instead, when clicking on the ad, they will be redirected to the brand's homepage or join a hashtag challenge. TikTok Brand Takeover Ads also support links to external websites.

Advantages and disadvantages of TikTok Brand Takeover Ads:

• Advantages: Based on each category, this is an exclusive opportunity to increase brand awareness.
• Disadvantages: Not suitable for newcomers to TikTok Ads due to high costs.

1.3. TikTok Top View Ads
This is a variant of Brand Takeover, an ad displayed for about 5 seconds when users open the app. The main goal is to increase reach and engagement by appearing directly on the main screen, ensuring access to a large number of users and creating diverse interactions.

TikTok notes that Top View Ads lead in engagement, delivering a 67% higher sales performance compared to other ad formats.

1.4. TikTok Branded Hashtag Ads
This type of TikTok ad combines themes in the form of hashtags. The uniqueness of this format is that anyone can use it to create a trend creatively for free.

Advantages and disadvantages of TikTok Branded Hashtag Ads:

• Advantages: TikTok Branded Hashtag Ads are often used to increase reach, brand awareness, and follower count due to their wide accessibility. Brands often prefer this type for influencer marketing campaigns. Instead of waiting, fans can spread the message themselves by creating content passively, often at a low cost but achieving high engagement and strong virality.
• Disadvantages: TikTok Branded Hashtag Ads require a significant cost, which can reach up to $150,000 for appearing on TikTok's Discovery banner.

1.5. TikTok Branded Effects Ads
It is a type of TikTok advertisement that operates similarly to the fun effects or filters on Instagram Story or Snapchat. These effects are created by brands and appear in the trending list, often trending within 5 days of their launch, and last for a maximum of 10 days.

Advantages and disadvantages of TikTok Branded Effects Ads:

• Advantages: This type of TikTok advertisement promotes bilateral interaction between the brand and users through user-generated main content. Therefore, the ultimate effect is to increase engagement and brand awareness.
• Disadvantages: TikTok Branded Effects Ads require a significant budget and are less likely to meet the final conversion goals if not combined with other advertising forms.