TikTok has changed the way we consume content – and how brands reach people. With its unique algorithm and fast-paced formats, it’s no surprise that TikTok ads are becoming a go-to choice for businesses of all sizes. Whether you’re a solo entrepreneur, a growing brand or a well-established company, understanding how TikTok advertising works can open doors to a wider audience and more meaningful engagement.

In this guide, we’ll explore why TikTok ads drive engagement, the types of TikTok ads you can run, how to optimise your content to get the most out of it, and much more. Plus, we’ll show you how to create TikTok videos with Adobe Express – no design experience required.

Let’s dive in.

Why TikTok ads drive engagement.

If you’re wondering whether TikTok ads are worth the investment, let the numbers speak for themselves. TikTok users spend on average over 30 minutes per session on the app – and they’re not just watching passively. They engage, they comment, they click. This is where TikTok shines: real engagement.

TikTok ads drive engagement by blending seamlessly with the platform’s native, visually oriented content and leveraging a powerful algorithm for personalised delivery and user-generated style content. The format is ideal for short attention spans and utilises engaging elements such as popular music and trends, while interactive features boost participation and higher ad recall.

But let’s have a closer look why TikTok ads drive engagement:

TikTok ads are a seamless and an engaging format (when done properly):

• Native content: TikTok ads are often designed to look like organic, user-generated content. This makes them less intrusive in the user’s feed and more likely to be viewed without being automatically clicked away. And: The TikTok algorithm rewards authentic, creative content – even in ads.
  This is where you come in, because (unfortunately) it’s not a sure-fire success. It’s up to you to make sure your TikTok adverts stop people from scrolling further. Sounds difficult? Don’t worry. We’ll come back to some helpful tips for successful TikTok ads later on.
• Short videos: TikTok ads should be short, fast-paced and visually appealing, matching the overall style and vibe of the platform. If you – and your advert – stick to this, you’ll not only quickly attract users’ attention, they will also be more likely to engage with your content.
  Read our article on TikTok views: how to get more. and learn how to hook your viewers fast.
• Entertainment-oriented approach: Why do we spend so much time on social media? That’s right, we want to be entertained. That’s why ads that are more than just advertising space, but are creative and engaging, are more likely to be clicked on. For example, you can use trendy sounds and reflect current trends in your ad.

Algorithmic and personalised delivery of TikTok ads:

• Relevance of the “For You” page: TikTok’s “For You” feed is based on a recommendation system that delivers videos to users that are likely to be of interest to them. In other words, the TikTok’s algorithm personalises the FYP according to everyone’s individual preferences. This is part of TikTok’s recipe for success: each person’s feed is unique.
  This means that ads are more likely to be shown to people who are already genuinely interested in your product, service or topic – resulting in higher relevance and engagement.
• High engagement rates and audience reach: Speaking of engagement, the platform has higher engagement rates compared to others, and TikTok ads benefit from this. Also, with over 1.5 billion TikTok users worldwide, your potential reach is huge.

Interactive and community-oriented features for TikTok ads:

• Direct interaction: Features such as Duets, Stitch and Reactions encourage users to interact (more) with content, including advertising. With TikTok Duet for example, you can post your video together with another TikTok user’s video so that both videos play simultaneously on a split screen. With TikTok Stitch, on the other hand, you can combine a video on TikTok with a video you are currently creating. This allows you to use parts of another video as part of your own video if the other user has also activated the Stitch function. Why do these two features work so well? They foster a sense of community and collaboration, while offering a dynamic, interactive viewing experience – ideal conditions for user engagement.
  Please note that for TikTok Duets as well as Stitch you must have a public account. Also, Duets and Stitch are only available for Spark Ads. We will get to the difference between Spark Ads and regular TikTok ads later.

Stronger brand awareness and impact with TikTok ads:

• High brand awareness: What else drives engagement? Correct, awareness. Studies have shown that TikTok ads can achieve strong brand awareness even with short viewing times. Thus, TikTok ads allow you to leave a lasting impression that goes beyond the platform.
• Positive brand perception: On the other hand, the platform’s engaging and personalised experience can lead to a more positive brand perception among users compared to ads on other platforms. And users definitely prefer to interact with TikTok ads from brands that they perceive positively – or don’t you?

Targeting options for TikTok ads:

• Smart targeting: The TikTok Ads Manager offers precise targeting options based on user behaviour and interests, making sure that the right people see – and engage with – your TikTok ads. So, use this knowledge provided by the Ads manager and test which ads are particularly well received by users.

If you understand TikTok and the general mood of the platform and adapt to it, even TikTok ads can be a clever way to connect with and engage your target audience.

Difference between Spark Ads and regular TikTok ads.

The main difference is that Spark Ads use existing organic TikTok videos (from your own account or another creator’s) to run as ads, while traditional (regular or non-Spark) ads are separate videos, created and uploaded directly within the TikTok Ads Manager. Spark Ads feel more authentic and boost the performance of the original post, whereas regular ads give you more control for testing different creatives and offers, without affecting your organic profile. Another benefit of Spark Ads is that they support Duet, Stitch and sticker features.

To run Spark Ads, you can use your TikTok business account. Alternatively, you can use an authorised accounts (authorised via the Business Center) or posts (authorised via video codes).

How to create a TikTok ad step-by-step.

Setting up your first TikTok ad might feel a bit overwhelming, but the platform has thankfully made the process quite straightforward. The journey starts with the TikTok Ads Manager – the central hub when it comes to planning, launching, and analysing your ads in one place.

The first step is to set up your TikTok Ads Manager account. You'll find step-by-step guidance available within TikTok's official resources.

Before you create your first TikTok ad, you need to know that the TikTok Ads Manager divides ads into three main parts: campaigns, ad groups and ads. Understanding this structure will help you define target audiences, allocate budgets and design effective advertising materials. Let’s have a closer look at what the single levels are all about:

The campaign level:

Creating a campaign is the first step in running ads in the TikTok Ads Manager. All you have to do is follow these steps:

• Select the campaign goal (e.g., app installation, website traffic).
• Set the campaign budget (daily, total, or unlimited).
• And that’s that. You can now start creating an ad group.

Note that each campaign contains multiple ad groups.

The ad group level:

At the ad group level, you define settings for ad placements, audiences, budgets, schedules, optimisation goals, and bids. The ad group level is crucial for determining how your ads are displayed. Each ad group can contain one or multiple ads, allowing you to compare ad performance and optimise them based on results.

The ad level:

Now we finally get to the actual content piece that your target audience will see. Here are the steps to set up your ad:

1. The first step: Enable/disable the Smart Creative Ads slider on the ad creation page.
2. Assign a name: Enter an ad name. The name is for reference only and is not part of your ad.
3. Enable/disable the identity slider.
4. Select the ad format: You can choose between single video, carousel or collection ads.
5. Get started with your creative asset: Go to “Creative Assets” and click “+” to add videos or images. You can select multiple videos and images at once. If you select multiple images, you’re able to create a carousel ad with all or some of your single-image ads.
   Now you can either select videos and images from the library, upload your own creative files from your computer, or click “+Create” to create a completely new content piece in the TikTok Ads Manager.
6. Select a thumbnail for your video: Choose one of several pre-selected images or upload your own cover photo. With the Adobe Express AI Thumbnail Generator you can easily generate outstanding thumbnails in no time.
7. Enter your TikTok ad details: Now it’s time to enter the following text and link elements:
   • Ad name: This name must match the brand, product or company name of the website or app you’re advertising.
   • Ad text: This is the text that your target audience will see.
   • Call-to-action: A call-to-action tells your target audience what to do when they see your ad (Buy now, Watch now, Download now, etc.). You can choose from dynamic and standard CTAs.
   • Profile picture: This is your brand graphic. Users click on this avatar to get to your company profile. So, make sure your profile picture clearly represents your brand, company or service and leaves a lasting impression. With Adobe Express and the free profile maker you can customise your profile picture with our vast range of editing tools – no design experience needed.
   • URL: Enter the URL of the website to which your ad should direct the user.
8. Add tracking: Add relevant tracking URLs via TikTok Pixel or supported external partners. In order to do so, click “Create URL Parameters” to enter UTM and custom parameters and preview the URL.
9. Take one last critical look: Preview how your ad will appear in different placements. Please note: The ad preview is not device-specific. Ads are adjusted based on network conditions and the device used.
10. Done: Click “Submit” to create the advert.

Once you’ve submitted your advert, it will be reviewed by TikTok. You can check the advert status in your TikTok Ads Manager account any time. As mentioned previously, the TikTok Ads Manager also gives you access to performance data, so you can tweak and improve as you go.

TikTok ad types and TikTok ads creative specs: what you need to know.

TikTok offers a variety of ad formats, each with its own strengths. Here’s a breakdown:

1. TikTok In-Feed Ads:

In-Feed Ads are video ads that play on the user’s For You page. They’re the most native ad format and seamlessly integrate advertising content into a user’s feed, making them appear like normal TikTok videos.

Users can like, comment on and interact with the video ads, making this visible to everyone. In-Feed Ads also feature a special call-to-action button (CTA) that prompts viewers to take action. Besides that, you can also add a landing page.

Specs for TikTok In-Feed ads:

• Aspect ratio: 16:9 (recommended)
• Resolution: must be ≥540*960px, ≥640*640px, or ≥960*540px.
• Length: up to 60 seconds (recommended 9-15 seconds)
• File types: .mp4, .mov, .mpeg, .3gp, or .avi
• File sizes: maximum 500 MB

2. TikTok Brand Takeover Ads:

This TikTok ad type takes up the user’s entire screen for a few seconds and transforms into one of the in-feed video ads. They can appear as GIFs, static images, and videos. Here’s the catch: TikTok only shows its users one Brand Takeover Ad per day.

These full-screen ads offer an immersive experience and increase sales and impressions within a short period of time. Another catch: no descriptions or text can be added. Instead, you can add your personal logo or brand logo.

Specs for TikTok Brand Takeover Ads:

• Aspect ratios: 9:16, 1:1, or 16:9
• Length: 3-5 seconds
• File types: .mp4, .mov, .mpeg, .3gp, or .avi (video) or .jpg, .png (static image)
• File sizes: 500 MB (video), 50 KB (image)

3. TikTok TopView Ads:

These video-first ads can be up to 60 seconds long and appear immediately after the TikTok app is launched. What makes them so unique: they take up the entire screen and play automatically with sound. You also have the option of including a call-to-action button in the ad itself.

If you want to run ads that blend seamlessly into the TikTok experience, TopView Ads may not be the first choice. However, an impressive 71% of TikTok users say that TopView Ads successfully grab their attention.

Specs for TikTok TopView Ads:

• Aspect ratio: 9:16 (preferred), 1:1, or 16:9
• Resolution: must be ≥ 540*960px, ≥ 640*640px, or ≥ 960*540px.
• Length: up to 60 seconds
• File types: .mp4, .mov, .mpeg, .3gp, or .avi
• File size: maximum 500 MB

4. TikTok Branded Effects:

Are you a fan of trendy stickers and filters? Branded Effects are the most creative and interactive advertising format on TikTok. You can create your own special effect, such as a filter or sticker, and promote it so that users can use it.

While this is certainly not enough to be your only advertising strategy on TikTok, it does increase your visibility on the app and gives you the chance to go viral.

Detailed specifications for the effect symbol/logo can be found here.

5. TikTok Branded Hashtag Challenge:

The Branded Hashtag Challenge is a highly interactive form of advertising on TikTok. Create a hashtag for your campaign, and creators can participate with a single click. Your ads will also appear on the Discover page.

The Branded Hashtag Challenge is less a form of advertising and more a campaign strategy to increase brand awareness by encouraging user participation. With this challenge, you can encourage users to dance, lip-sync or create their own interpretations. However, make sure that this challenge fits your brand, product or service. Otherwise, it could seem inauthentic and have the opposite effect.

Specs for Tik Tok’s Branded Hashtags:

• Aspect ratio: 9:16
• Resolution: must be ≥540*960px, ≥640*640px, or ≥960*540px.
• Length: up to 60 sesonds (recommended 9-15 seconds)
• File types: .mp4, .mov, .mpeg, .3gp, or .avi
• File size: maximum 500 MB

There are other TikTok ad formats you can explore, such as TikTok Collection Ads, TikTok Promote, and Spark Ads (we’ve talked about these before). Each format is managed through the TikTok Ads Manager and stored in the TikTok Ads Library, so you can track what’s been launched and what worked. Before choosing a format, consider your goal – awareness, conversions, or engagement – and build your creative accordingly.

Tips for running successful TikTok ads.

Running a TikTok ad is one thing. Running a successful TikTok ad campaign is another. Here are some field-tested tips to help you get the most out of your budget:

• Follow TikTok Ads creative specs: Ensure your video resolution, aspect ratio and length fit TikTok’s requirements to avoid rejection or poor performance.
• Hook early: The first 3 seconds count. Use movement, music, or bold text to stop the scroll.
• Keep it short and sweet: While TikTok allows up to 60 seconds, 15-30 seconds usually work best.
• Make it interactive: Use interactive add-ons such as pop-ups, stickers, and other visual elements.
• Sound on: TikTok is a sound-first platform – so use music, voiceover, or effects.
• Act like a creator: Make your ad feel like native TikTok content. Avoid overly polished, corporate-looking material.
• Connect with TikTok trends: Sound, certain video formats, effects and everything in between – trends are becoming increasingly important thanks to user acceptance and participation.
• Cooperate with influencers and creators: Advertisements created with or by popular creators appear more authentic and credible because they leverage the strong community ties that exist on the platform.
• Stick to a structure: The best TikTok videos follow a proven structure: the hook, the main part with your message, and the conclusion with a strong CTA.
• Test and iterate: Use A/B testing with different creatives or CTAs to see what resonates the most.
• Analyse performance: Check the TikTok Ads Manager for engagement rates, conversions, and video views to refine your strategy.
• Optimise data connections: Establish reliable data connections between your brand's marketing data and the TikTok Ads Manager and learn from actions taken on the user journey.

We hope we've given you a good insight into the wide field of TikTok ads. Now let's get specific. We'll show you how to create a TikTok video ad with Adobe Express.

Create a TikTok video ad with Adobe Express for free.

Now for the fun part: creating your own TikTok video ad. Adobe Express offers a TikTok video maker that helps you craft engaging, on-brand content without needing video editing skills.

Here’s how to create a TikTok video ad with Adobe Express:

1. Open Adobe Express in your browser or app.
2. Search for “TikTok video” templates or start from scratch.
3. Choose a format optimised for TikTok (9:16 vertical).
4. Add your clips, photos or graphics or browse through our extensive library.
5. Customise your TikTok video ad with fonts, text and music.
6. Download your video and you’re ready to upload it to the TikTok Ads Manager. Alternatively, you can upload it to your organic feed and turn it into a Spark Ad after.

With Adobe Express, you can even repurpose your design for other platforms, like Instagram or YouTube Shorts – just resize and go.

Try Adobe Express for free now

Good to know.

What’s the TikTok Ads Manager?

The TikTok Ads Manager is the platform where you create, launch, and track your TikTok advertising campaigns. It offers audience targeting, budget control, analytics, and more.

How much do TikTok ads cost?

The cost of TikTok ads varies depending on targeting, ad format, and competition. While there’s a minimum daily budget of $20, even small businesses can run effective campaigns with smart targeting and creative.

What are TikTok ads creative specs?

These are technical requirements for your ad, including 9:16 aspect ratio, file size under 500 MB, and supported formats like .mp4 or .mov. Following specs helps you ensure your ad gets approved and performs well. You'll find more information on creative specifications for TikTok ads and the different types of TikTok ads in this article.

Can I see examples of other TikTok ads?

Yes, the TikTok Ads Library showcases real campaigns from brands. It’s a great place to get inspiration and benchmark your own content. With the Adobe Express video maker for TikTok, you can realise your own TikTok creative thanks to thousands of professional templates in no time.

Can I use Adobe Express for free?

Yes. The free version includes thousands of templates, video tools, and basic editing features – perfect for creating TikTok videos, ads, or TikTok animation without any prior design experience.