TikTok began as a platform for lip-syncs and dance clips, but it has since evolved into one of the most influential marketing channels in the world. Scroll through the app today, and you will find creators demonstrating products, brands joining viral trends, and businesses turning casual views into loyal customers. With over a billion users globally and a strong following in Singapore, TikTok has become a platform where audiences not only watch but also interact.
What sets TikTok ads apart is the way they blend into everyday content. They feel like part of the feed, not a break from it. They reward creativity, spark conversation, and invite action. For businesses of any size, this presents more than just visibility. It opens the door to meaningful engagement.
This guide will walk you through the essentials. You will explore what TikTok ads are, who they serve best, how to create effective campaigns, and what makes an ad truly resonate with its audience. Whether you are just starting out or looking to refine your strategy, this is your first step toward establishing a presence on a platform where attention is earned through authenticity.
What Are TikTok Ads?
TikTok ads are paid content placements designed to reach specific audiences across the platform. They are not just banners or pop-ups; they are full-screen, sound-on, scroll-stopping videos that appear right within a user’s feed. When done well, they do not feel like advertisements at all. Instead, they blend seamlessly into the viewing experience, often mirroring the tone, style, and creativity of organic TikTok videos.
These ads typically appear on the For You Page (FYP), where users spend most of their time. Whether it is a short clip promoting a new product or a branded challenge inviting user participation, TikTok ads offer a range of formats. In-feed ads, branded effects, and TopView placements are just a few examples, each crafted to spark interaction—be it a click, a share, a follow, or a purchase.
What truly sets TikTok advertising apart is its emphasis on relevance and creativity. The platform’s algorithm serves content based on user interest and behaviour, not just follower count or ad spend. When businesses tap into trending audio, visual storytelling, and community participation, their ads become part of the cultural conversation. In a space where attention is earned, not assumed, that makes all the difference.
Who Should Use TikTok Ads?
TikTok ads are not just for trend-driven brands or viral dance campaigns. They are for anyone with a story to tell, a product to share, or a message to deliver. From independent creators to global businesses, the platform offers space for voices of all kinds to connect with real people through content that feels personal, visual, and engaging.
While TikTok initially targeted Gen Z, its reach has since expanded far beyond that demographic. In Singapore and around the world, users of all ages scroll through their feeds daily, discovering a wide range of content, from beauty tutorials to educational tips and business insights. This makes TikTok advertising valuable for both B2C and B2B outreach.
Fashion labels, beauty brands, fitness studios, and tech start-ups often find a natural home here. So do educational providers, food and beverage businesses, e-commerce sellers, and even training organisations. For professional services and course providers, TikTok ads offer a fresh way to boost visibility and drive meaningful engagement with modern learners.
Types of TikTok Ads
TikTok offers more than one way to advertise. Each format is designed to support a specific goal, whether you are looking to build awareness, drive clicks, or boost sales. Understanding the various ad types available will help you match the format to your message, ensuring your campaign feels natural to viewers and delivers real results.
A. In-Feed Ads
These ads appear in the FYP, right between organic videos. They are full-screen, vertical clips that blend into the scroll experience. With CTA buttons such as “Shop Now” or “Sign Up,” in-feed ads make it easy for users to take action without feeling interrupted. Targeting options include user interests, behaviour, location, and more, making them a versatile starting point for most campaigns.
B. TopView Ads
TopView ads are the first thing users see when they open the TikTok app. Positioned at the top of the feed, they play automatically with sound, filling the entire screen. These are ideal for product launches or brand moments that require immediate attention and a strong visual impact.
C. Spark Ads
Spark ads enable brands to promote existing organic videos, either their own or those from other creators who have given permission. The result feels authentic because it is. Viewers can engage with the content as they would any regular post, while the ad still benefits from boosted reach and visibility. It is a useful format for building credibility and establishing trust with users.
D. Brand Takeover Ads
A brand takeover ad appears the moment the app opens. It can take the form of a static image, GIF, or short video and always takes over the entire screen. These ads typically lead to a landing page or hashtag challenge and are limited to one advertiser per category per day. Their exclusivity and prime placement make them effective for campaigns that aim to achieve wide-reaching brand awareness.
E. Branded Effects
TikTok’s Effect House allows businesses to design custom filters, stickers, and augmented reality (AR) experiences. These branded effects invite users to play, experiment, and post their own content featuring your brand. When paired with popular music or trends, they can drive a wave of creative user participation and organic exposure.
F. Branded Hashtag Challenges
These campaigns encourage users to join in by posting videos that follow a theme tied to your branded hashtag. They often include sponsored music, interactive elements, and sometimes even prizes. A successful challenge can generate thousands of videos and millions of views, helping to build a sense of community around your brand.
G. E-commerce Ads
TikTok has expanded its features to support direct shopping within the app. Its e-commerce ad formats are designed to shorten the path between product discovery and purchase. Below are the key formats:
1. Video Shopping Ads
These ads feature clickable product tiles displayed alongside the video. When tapped, users are taken to a product page without leaving the app. It makes browsing and buying feel effortless.
2. Video Shopping with TikTok Shop
This format integrates your TikTok Shop products directly into the video content. When a viewer clicks on an item, the entire checkout process happens within the platform, reducing drop-off and improving conversions.
3. Live Shopping Ads
These ads promote live shopping sessions, where you can showcase products in real time and interact with viewers. It turns the typical product pitch into an experience, perfect for limited-time offers, launches, or promotional events.
TikTok Ads Specifications
Creating an effective TikTok ad takes more than a great idea. The technical side matters, too. If your content does not meet the correct specifications, it may display poorly, load slowly, or fail to meet expectations entirely. Below are the essential guidelines to help your ads look sharp, sound clear, and run smoothly.
I. Video Ads Specifications
Video remains the most popular and impactful format on TikTok. To ensure your video ads are optimised for mobile screens and user expectations, stick to the following specs:
- Aspect Ratio: 9:16 (full portrait), 1:1 (square), or 16:9 (landscape)
- Resolution: Minimum 720 x 1280 pixels
- File Type: .mp4, .mov, .mpeg, .3gp, or .avi
- Duration: 5 to 60 seconds (15 seconds or less recommended for best engagement)
- File Size: Up to 500 MB
- Caption Limit: 100 characters (including spaces)
- Sound: Recommended, as music and audio greatly enhance performance
To capture attention, start your video with a strong visual hook within the first three seconds. Subtitles can help deliver your message to viewers who are watching without sound, while trending audio often boosts visibility. The best-performing ads look and feel like they belong on the FYP, not in a traditional media slot.
II. Image Ads Specifications
Although image ads are less common on TikTok itself, they are still used across TikTok’s broader ecosystem, such as on BuzzVideo or Pangle. If you are using this format, follow these specifications:
- File Type: .jpg or .png
- Image Ratio: 1.91:1 or 1:1
- File Size: Up to 500 KB
- Ad Text: Maximum 100 characters
- Brand Name: Maximum 20 characters
- App Name (if applicable): Maximum 40 characters
Always preview your creatives before submission. A clean, correctly sized ad avoids formatting issues and ensures your content appears professional, both on TikTok and its partner apps.
7 Steps to Run Ads on TikTok
If you are wondering how to run TikTok ads, the process is more approachable than it may appear. TikTok’s ad platform is designed to support both marketers and small business owners, offering intuitive tools that guide you from setup to launch. Each step builds on the last, helping you transition from a creative concept to a live campaign with clarity and control.
1. Set Up a TikTok Business Account and an Ads Account
Begin by switching to a TikTok Business Account. This unlocks access to analytics, commercial sound libraries, and ad tools. Then, visit TikTok Ads Manager to create your advertiser account. You will need to provide basic details about your business and set up your billing method before launching any campaigns.
2. Create a New TikTok Ads Campaign
In Ads Manager, click “Create” to start building your campaign. TikTok organises ads into a three-tier structure: Campaign → Ad Group → Ad. You can choose between Simplified Mode, ideal for beginners who want a fast setup, or Custom Mode, which provides more control over each step.
3. Select Your Advertising Objective
Next, define what you want your campaign to achieve. TikTok offers objectives grouped into three categories:
- Awareness
- Reach: Show your ad to as many people as possible to increase exposure.
- Consideration
- Traffic: Direct users to your website or landing page.
- Video Views: Maximise views for engagement-focused campaigns.
- Community Interaction: Drive visits to your TikTok profile and boost followers.
- Conversion
- App Promotion: Encourage app downloads or usage.
- Lead Generation: Collect user data using TikTok’s built-in forms.
- Sales: Drive purchases through TikTok Shop or external e-commerce platforms.
Your objective shapes how TikTok delivers your ad and what features you can use. For instance, choosing “Sales” connects your ad to TikTok Shop for direct checkout, while “Lead Generation” enables native forms that capture user interest without requiring them to leave the app.
4. Create a Name for Your Campaign and Set a Campaign Budget (if needed)
Give your campaign a clear, memorable name to keep things organised, especially if you plan to test different versions. You can choose to set a daily or lifetime budget or leave it flexible and control spending later at the ad group level. Budgeting at this stage helps TikTok optimise delivery based on your goals.
5. Create an Ad Group & Specify Ad Placements and Audience Targeting
Within your campaign, the ad group is where you decide where your ad will appear and who will see it.
Placements:
- Automatic Placement: TikTok will select placements across its network for you. This is recommended for efficiency and reach.
- Select Placement: Manually choose platforms such as TikTok, Pangle, or News Feed apps. Ideal for experienced advertisers with a clear strategy.
Audience Targeting:
TikTok allows broad targeting by default, but you can refine your audience using:
- Location: Target by country, region, or city (e.g. users in Singapore).
- Age: Choose from predefined age groups based on your product or message.
- Gender: Select all users or narrow the selection to male or female.
- Language: Filter by the language settings on user devices.
Advanced options include targeting based on user interests, behaviours, or device types. While narrowing your audience can be effective, TikTok’s algorithm often performs better with broader targeting in the early stages of the campaign.
6. Set Your Ad Group Budget & Schedule and Your Bidding & Optimisation
Now decide how much to spend at the ad group level, when your ad will run, and how TikTok should manage delivery.
Budget and Schedule:
- Set a daily or total budget (e.g. SGD 30 per day).
- Select a start date and choose whether to run your ad continuously or specify an end date.
- Adjust the time zone settings to match your local market.
- Use dayparting if you want your ad to appear only during certain hours.
Bidding and Optimisation:
- Select an optimisation goal that matches your objective, such as “Landing Page Views” or “Conversions.”
- Set a target cost per action (CPA) if you want more control over how much you spend per result.
- TikTok will adjust your delivery based on performance to achieve the best value.
If this is your first campaign, it is often best to start with a modest daily budget and default bidding. This allows the algorithm to learn and gives you time to adjust based on early results.
7. Create Your Ad & Determine Your Call to Action
At this stage, you will create the final version of your ad creative and establish the key elements that influence how users interact with it.
Ad Name:
Assign a name to your ad for easy tracking, especially if you are testing multiple creatives within one group.
Ad Creative:
Upload your content, either a video or an image. TikTok strongly recommends vertical video in a 9:16 aspect ratio for full-screen impact. You can upload multiple variations to test performance over time.
Call to Action (CTA):
Choose a CTA based on your campaign goal. Options include:
- Interested
- Visit Store
- Learn More
- Shop Now
- Book Now
- Sign Up
- Apply Now
- Contact Us, and more.
You may also allow TikTok to select the best CTA dynamically through Automatic Call to Action, which adjusts based on what performs best with your audience.
Interactive Add-Ons:
Enhance your ad with features such as:
- Website Info Cards
- Display Cards
- Countdown Stickers (ideal for flash sales or product launches)
These interactive elements give your ad an extra edge and help drive user engagement.
Once your ad is complete, preview it using the mobile simulator to see how it will appear in the For You feed. Review all your settings carefully, then submit the ad for approval. After it has been approved, it will begin delivering based on your selected budget, audience, and schedule. Understanding how to run ads on TikTok is not just about setup; it is about ensuring every detail aligns with your campaign goals before going live.
Best Practices for TikTok Ads
Running TikTok ads effectively goes beyond picking the correct format or setting a budget. Success depends on understanding how people interact with content on the platform. Ads that feel native, relevant, and creatively bold are far more likely to resonate with audiences. Here are key practices to help your TikTok advertising stand out in a sea of short-form content.
A. Prioritise Native, Authentic Content
TikTok is a space where polished, scripted ads often feel out of place. The best-performing campaigns borrow the tone and texture of organic videos, incorporating elements such as vertical framing, natural lighting, trending audio, and a casual, relatable voice. When your content feels like it belongs on the FYP, it earns attention instead of demanding it.
B. Hook Viewers in the First Three Seconds
Users scroll quickly. The opening moment of your ad must stop that scroll. A bold visual, a surprising statement, or a question that sparks curiosity can make the difference between a skipped clip and a full watch. The first three seconds are where interest is won or lost.
C. Keep Videos Short and Purposeful
Short videos perform better. Aim for 9 to 15 seconds, especially when introducing a product or CTA. Keep the message tight—one story, one takeaway. A clear, purposeful structure will always land stronger than something trying to do too much.
D. Use Captions and Subtitles
Many users watch without sound. Subtitles ensure your message still comes through. They also enhance accessibility and visually reinforce your CTA. A good caption does more than repeat what is being said; it strengthens the message.
E. Test and Optimise Creatives
One ad version is never enough. Try different videos, hooks, captions, or CTAs to see what your audience responds to. Monitor key metrics, such as engagement rate, view-through rate, and click-through rate. Let the data guide your creative decisions.
F. Leverage TikTok Trends and Features
Staying in tune with platform trends can give your ads a native edge. Use trending sounds, popular formats, or viral editing styles to make your content feel timely and relevant. Engaging with trends demonstrates your understanding of the platform’s culture, and users take notice.
G. Match the CTA to Your Objective
Your CTA should feel like a natural next step, not a pushy demand. “Shop Now” is ideal for a product showcase. “Sign Up” makes sense after an educational hook. The more your CTA aligns with the content and the user’s mindset, the better the outcome.
H. Use Interactive Add-Ons to Drive Engagement
TikTok offers interactive features that can give your ad more traction. Add a countdown sticker for time-sensitive offers, use an info card to highlight key details, or include a display card to spotlight a promotion. These small touches invite viewers to lean in, not scroll away.
Adopting these best practices will help your TikTok ads feel less like interruptions and more like moments worth watching. With a strong creative strategy rooted in understanding how real users behave, your campaigns will not only be seen but also remembered.
TikTok Ads FAQ
1. What Are the Benefits of TikTok Ads?
TikTok ads offer a combination of wide reach, cultural resonance, and creative flexibility. They are built for how people use the app: full-screen, mobile-first, and visually immersive. With precise targeting and smart delivery, your ads can land in front of the right people at the right moment.
Some of the key benefits include:
- A large and highly engaged user base
- Ad formats that support discovery, interaction, and action
- Algorithm-driven delivery to boost relevance and performance
- Built-in e-commerce integration through TikTok Shop
Whether you are introducing a product, building brand awareness, or driving conversions, TikTok offers the tools to support your goals at every stage.
2. How Much Do TikTok Ads Cost?
TikTok ads use a bidding system, which means costs vary depending on your audience targeting, industry competition, and campaign objectives. As a general guide:
- Minimum daily budget for an ad group: SGD 27 to SGD 30
- Minimum daily budget for a campaign: SGD 68 to SGD 70
You can choose between daily or total budgets, and use bidding strategies like CPC (cost per click) or oCPM (optimised cost per thousand impressions). For first-time advertisers, starting with a small test budget is a safe and strategic way to measure early results.
3. Are TikTok Ads Worth It?
For many brands, yes. TikTok ads can deliver impressive reach, engagement, and conversions, especially if your content is visually strong and your audience is active on the platform. Products that benefit from demonstration, storytelling, or trend-based appeal tend to perform well.
However, long-term success relies on more than just reach. Campaigns that are well-targeted, creatively driven, and continuously refined often see the best return on investment.
4. What Are the Disadvantages of TikTok Ads?
Like any platform, TikTok advertising comes with challenges:
- A learning curve for those unfamiliar with the ad tools
- A creative-first environment where generic or overly polished content can fall flat
- The need to refresh content frequently to avoid viewer fatigue
- Lower effectiveness for highly technical or niche offerings
These obstacles can be overcome with the right mix of platform knowledge, consistent testing, and creative experimentation.
5. How to Create an Engaging TikTok Ad?
Strong TikTok ads do not feel like traditional advertisements. They are quick, visual, and native to the experience of scrolling the FYP. To make yours stand out, focus on the following:
- Capture attention within the first three seconds
- Use vertical video with high visual clarity
- Incorporate trending sounds, filters, or formats
- Deliver one message clearly and simply
- End with a compelling CTA that matches your campaign goal
If you are serious about improving your TikTok ad skills, consider enrolling in a structured training programme. A dedicated TikTok course can offer deeper insights into creative production, audience targeting, and performance analytics.
Start Advertising Where Your Audience Scrolls
TikTok ads are not just a digital trend; they are a modern way to meet audiences where they already are. With short-form video at the centre of how people discover, engage, and buy, TikTok offers brands a chance to connect through content that feels real, creative, and immediate. When strategy and storytelling work together, the results can be both measurable and meaningful.
If you are ready to build your skills and take your first steps into TikTok advertising, OOm Institute offers practical, hands-on training to guide you through every stage. Learn how to design campaigns that cut through the noise and turn attention into action.
Start strong. Grow with confidence. Enrol in a TikTok marketing course at OOm Institute today.
