TikTok Ads (TikTok Advertising)
TikTok Ads is TikTok's self-serve ad platform, specialising in full-screen vertical video ads that appear in the For You feed.
TikTok's ad platform lets brands place video ads directly in the For You feed — the same algorithmic feed users scroll for entertainment. This makes ad quality critical: if the creative doesn't match the native content quality, users scroll past instantly.
Campaign types include In-Feed Ads (standard auction), Spark Ads (boosting organic creator posts), TopView (premium first-impression placement) and Shopping Ads (TikTok Shop integration).
TikTok's audience skews younger but is broadening rapidly. CPMs are generally lower than Meta ($4–$10 vs $5–$15) but conversion tracking is less mature. Best practice is to produce native-looking, fast-paced 9:16 creative with strong hooks.
Related terms
CPM
CPM is the cost an advertiser pays for 1,000 ad impressions, used to compare media costs across platforms and campaigns.
Hook
A hook is the opening 1–3 seconds of a video ad, designed to stop the scroll and compel the viewer to keep watching.
UGC
UGC is content created by real customers or creators rather than the brand itself, often used in ads because it feels authentic and native to social feeds.
Vertical (9:16)
A 9:16 aspect ratio video format (1080×1920 px) for full-screen mobile placements like TikTok, Reels and Stories.
Native Ad
A native ad is an advertisement designed to match the look, feel and function of the platform it appears on, reducing ad resistance.