Before embarking on a marketing project, it is essential for a brand to define its marketing objectives. One critical step in most marketing strategies is raising awareness. This stage lays the foundation for attracting potential customers and establishing brand recognition. To achieve this, three ad formats are particularly effective: Top View Ads, Top Feed Ads, and In-Feed Ads. Each of these formats plays a specific role in enhancing visibility and engaging audiences.
If you’re interested in learning more about how to boost awareness for your brand, please feel free to contact us!
What Are Top View Ads?
The Top View Ad format on TikTok is one of the platform's most powerful advertising tools. It is the very first video content users see when they open the TikTok app, delivering a highly immersive experience right from the start. These ads occupy the full width of the user's screen, ensuring maximum impact and visibility.
Key Details:
Duration: Videos can last between 5 and 60 seconds, but TikTok recommends keeping them between 9 and 15 seconds for optimal performance.
Frequency: This ad format is displayed for 24 hours and appears up to 5 times per user during that period to avoid ad fatigue. Beyond this frequency, the ad will no longer be shown upon app launch.
Advantages: With its full-screen display and prime positioning, Top View Ads are perfect for brands aiming to deliver a memorable and impactful message at scale.
What Are Top Feed Ads?
Top Feed Ads are designed for Reach & Frequency campaigns, positioning your video as the first in-feed ad that users encounter. This premium placement ensures your content garners maximum visibility and attention, bridging the gap between organic and paid content.
Key Features:
Reach & Frequency Campaigns: This ad-buying method allows advertisers to plan and reserve campaigns in advance, providing control over how ads are delivered to specific audiences. Unlike auction-based campaigns, Reach & Frequency ads are purchased at a fixed CPM (Cost Per Thousand Impressions).
Premium Positioning: Top Feed Ads appear as the first sponsored content after a user scrolls through initial organic posts, making them ideal for driving brand awareness.
We highly recommend enabling Top Feed Ads for key branding moments due to their premium position and predictable delivery.
What Are In-Feed Ads?
In-Feed Ads are an excellent choice for brands aiming to engage with TikTok’s dynamic audience. These ads blend seamlessly with organic content, appearing directly in users' "For You" feed. Their native format makes them feel less intrusive, fostering a more authentic and engaging user experience.
Key Characteristics:
Integration with Organic Content: In-Feed Ads mimic the style and tone of user-generated content, making them more relatable and less disruptive.
Engagement Potential: These ads allow users to interact with them directly—through likes, shares, comments, or even recreating content.
Customization Options: With tools like TikTok Spark Ads and branded hashtags, brands can amplify their reach while encouraging user participation.
Conclusion
Whether you're looking to make a bold entrance with Top View Ads, achieve strategic consistency with Top Feed Ads, or foster authentic engagement with In-Feed Ads, TikTok offers versatile solutions for building brand awareness. Each format is designed to cater to different marketing goals while leveraging the platform's unique strengths.
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If you’re interested in learning more about how to boost awareness for your brand, please feel free to contact us! !
Rougelink, with offices in Paris, Shanghai, and Hangzhou, specializes in e-commerce and digital marketing services. As a strategic partner of TikTok, Douyin ( TikTok China ), and Xiaohongshu, we work with international brands to implement online strategies in Europe, US and China, offering comprehensive solutions across the entire e-commerce value chain.
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