What is TikTok In Feed Ads? Why should you run In Feed ads?
TikTok In-Feed Ads are a popular advertising format. Anyone can use them and easily set them up via TikTok Ads Manager. In-Feed ad campaigns consistently deliver high performance, especially in increasing brand awareness and driving user purchases. Let’s explore why you should run In-Feed ads and the technical specifications for a standard ad format!
What is TikTok In-Feed Advertising?
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TikTok In-Feed Ads are video ads ranging from 5 to 60 seconds that appear naturally between videos on the For You Page (FYP). This type of TikTok advertising is widely used to increase conversion rates for landing pages, boost user engagement, and enhance brand awareness.
Two Types of In-Feed Ads
In-Feed Ads on TikTok are divided into two popular types:
- Spark Ads: This ad format allows businesses to select existing and trending videos from their own TikTok channel or content creators’ channels to directly promote their products.
- Non-Spark Ads: Designed to encourage users to click on CTAs, profile pictures, channel names, captions, or swipe left to visit a landing page or app installation page.
Why Use In-Feed Ads?
- Easy to set up and manage via TikTok Ads Manager
- Multiple campaign objectives to choose from (reach, video views, followers, etc.)
- Advanced audience targeting
- Users can engage directly with videos through likes, comments, and shares
In-Feed Ad Specifications
To maximize effectiveness, follow TikTok’s recommended specifications:
Video
- Duration: 5 – 60 seconds
- Aspect ratio: 9:16, 1:1, or 16:9
- Resolution: 1280 × 720 px, 720 × 1280 px, or 640 × 640 px
- File format: .mov, .mp4, .3gp, .mpeg, or .avi
- File size: ≤ 500 MB
Image
- Aspect ratio: 1:1
- File format: .png, .jpg, or .jpeg
- File size: ≤ 50 KB
Brand/App Name
- Up to 20 characters for brand names and 40 characters for app names (including spaces)
- No emoji allowed in brand names
Video Description
- Maximum 100 characters (including spaces)
- Spaces and punctuation marks count as characters
- Emojis, brackets, and hashtags are allowed
Successful TikTok In-Feed Ad Campaigns
Many brands have achieved great results with TikTok In-Feed Ads. Let’s explore some successful campaigns!
Smyth Jewelers
Smyth Jewelers, an online jewelry brand, successfully increased brand awareness and reached younger customers using TikTok In-Feed Ads.
By running In-Feed Ads to drive user traffic, they achieved impressive results with a budget of only $40/day. Their ads generated nearly 800,000 views and over 19,000 new followers. As a result, their sales of wedding and engagement rings increased 2.3 times.
Lenovo
Lenovo utilized In-Feed Ads with Display Cards to direct users to their landing page. Additionally, they leveraged product review videos from TikTok content creators as their In-Feed Ads. Their campaign achieved over 4.3 million views, with a 16% ad completion rate.
Samsung
To boost awareness of its new product, Samsung combined TikTok In-Feed Ads with Gesture Add-on, an interactive feature.
Samsung’s In-Feed Ad campaign reached over 1 million users and generated more than 2.7 million video views in just four days.
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3 Tips to Optimize TikTok In-Feed Ads
Tip 1: Follow Technical Specifications
TikTok offers 11 ad formats, each with unique technical requirements. Adhering to these specifications allows you to maximize ad performance, ensuring it displays correctly and reaches the right audience. This also enhances engagement and conversion rates.
Tip 2: Use Suitable Audio and Effects
TikTok is a visually and audibly engaging platform, making it essential to grab attention quickly. To make your ad stand out:
- Choose audio and effects that align with your target audience, ad content, and message.
- Avoid loud or overly complicated effects that may annoy viewers.
- Maintain a balance between sound, effects, and content to ensure clear messaging.
Tip 3: Collaborate with KOC & KOL
Working with Key Opinion Consumers (KOC) and Key Opinion Leaders (KOL) can significantly boost your ad’s reach. Their large followings help brands tap into a broader audience, increasing engagement and conversions.
Additionally, KOC/KOL can cross-promote the ad on other social media platforms, enhancing brand visibility and driving viral engagement.
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