6 Types of TikTok Ads That Involve Creators (With Examples)
So, you want to try TikTok ads and get a chunk of traffic from the billion monthly users.
We totally understand you. Every brand on the platform wishes for this.
Although you still have a good chance of gaining hundreds of thousands of views with any of your organic content, it comes with a price. It’s a long game to play and requires patience.
With this, brands on TikTok would naturally lean towards the use of ads. But did you know there is a more efficient method than just pushing plain ads to get traction?
It’s turning branded influencer content into ads.
How? Let’s find out.
Co-create content with influencers before doing ads
Influencer marketing give you the initial boost that you need to fuel your paid ads campaign (and bring your costs down).
Here’s why it’s better to co-create content with influencers first before doing paid ads:
Influencer content is entertaining, informative, and has the power to sway the viewers. Of course, they have a large sphere of influence. Their content is proven to be performing, so you’ll need less time and money to test different creative assets that resonate with customers.
Plus, people don’t like ads at all. They happily consume authentic content from influencers — they dodge the ad-like ads faster than you can blink.
Influencers give the brand the ability to communicate USPs that are better contextualized to user lifestyles. This is especially helpful if you want to entrench your brand in the local market without alienating its customs.
Ever observed how the Arab culture is different from the West?
If you’re an international brand that wants to observe norms and avoid creating any type of stereotyping, working with local influencers and content creators is your best bet.
Plus, the good thing with turning influencer content into ads, they still fit on TikTok’s different ad format.
If we’re going to break this strategy in its simplest form, it’s all about marrying influencer content with paid ads.
It’s a two-step process that involves finding a trusted influencer that fits your brand before pushing their branded content as ads.
Quick tip: Use Sociata to find high-performing influencers to make your campaigns even more effective. Sociata is a certified TikTok partner too.
Now that we’ve talked about the first half of the crucial process, it’s time to dive into TikTok’s different ad types.
6 TikTok ads for your brand marketing campaigns
The type of TikTok ads you’ll use is a crucial element that’ll make or break your marketing campaigns.
It’s important that you understand their effect on your entire strategy to maximize their uses better. We’ve added a hot tip on how you can creatively use each one!
1. Spark Ads
Spark Ads is the answer if you are looking to promote organic-looking ads related to your brand.
This ad type allows brands to boost other accounts’ organic content. A good example is a branded content collaboration between you and an influencer.
If any relevant content pieces are performing well, you can opt-in to boost those content and promote them through ads.
But once they run as ads, the users who encounter spark ads will still see the name of the original content creator i.e. the influencer. Any engagement such as reactions, likes, and follows will directly go to the content creator rather than the brand that boosted the post.
This way, Spark Ads look more organic. Like a straight-up UGC that gained massive organic traction instead of an influencer post that got boosted.
Ready to utilize Spark Ads? Work with an influencer first.
This ad type works better if you’re working with a trusted influencer that fits your brand’s image.
Tools such as Sociata helps businesses find the right influencer for their brands. The platform gives you an in-depth analysis of rising influencers in your niche such as numbers of followers and content performance.
Pro tip: Ask your influencer to use royalty-free music or audio your brand already owns to avoid copyright infringement.
2. Branded Mission
Next up, Branded Mission. It’s a recently rolled out brand ad types and may not be rolled out in all markets yet.
With this ad type, your brand can directly partner with an established content creator through the TikTok creators’ community.
Branded Mission gives you leave to fully utilize TikTok’s creator community. It builds on the capability of Spark Ads so you can keep the nativity of your ads and users can directly interact with the influencer.
Plan what kind of content you want and submit it to the community. Creators who are interested to work with you can submit at least three pieces of content.
TikTok’s algorithm will recommend top-performing videos that best match your brand, so you know what influencer content to boost. Think of it as a crowdsourcing method wherein you can directly ask the community.
Hot tip: Once you receive your match from TikTok, you can run checks on the creator(s) on Sociata to verify the data regarding their content performance.
3. In-Feed Ads
If Instagram has its Discover Page, TikTok’s counter is the For You Page. FYP is the first thing you encounter when you open TikTok. It’s an endless stream of new videos curated by TikTok’s algorithm based on your previous engagement and interests.
As you scroll through FYP, you’ll come across several In-Feed ads.
Below are examples of In-Feed ads that can appear while scrolling up and down FYP.
The first example is an influencer content directly promoted by the makeup brand Maybelline, while the other two are ad creatives by Samsung and SamCart.
In-feed ads have distinct CTA buttons at the bottom that tell interested viewers what to do next.
But there’s more!
Because of how interactive TikTok’s In-Feed ad is, aside from reacting, commenting, and sharing, viewers can also shoot new videos using the same music from the ad.
Should an ad become well received, it becomes a good candidate to transform into an organic UGC. This tactic also helps bring the ad cost down further.
Can users skip In-Feed ads? Yes. As promised by TikTok founders themselves, they don’t want to hold any users hostage and force them to watch ads they hate.
Instead, they are encouraging brands to create TikTok ads that give value — entertains, informs, and educates — to hold a user’s attention.
Your ad must have a strong hook within 2 - 3 seconds of playing to increase the chances of snagging your target audience’s attention. Hot tip: Add multiple Call-to-Action when using In-feed ads. Viewers can also interact with In-Feed ads, so make sure your influencer directly asks the audience to take action including reactions and comments.
4. TopView ads
TopView ads pop the moment you open TikTok. It’s similar to In-Feed ads but appears more conspicuous by occupying top real estate spaces on TikTok.
TopView will appear after 3 seconds of opening TikTok.