TikTok Ad Formats Guide 2026

TikTok Ad Format Hierarchy:

┌─────────────────────────────────────────────────────────────────┐
│                    TikTok Ad Formats                            │
├─────────────────────────────────────────────────────────────────┤
│                                                                 │
│  Self-Serve (Ads Manager)         Reserved (Contact Sales)     │
│  ┌─────────────────────────┐      ┌─────────────────────────┐  │
│  │ • In-Feed Ads           │      │ • TopView               │  │
│  │ • Spark Ads             │      │ • Branded Hashtag       │  │
│  │ • Shopping Ads          │      │ • Branded Effects       │  │
│  │ • Lead Gen Ads          │      │ • Branded Mission       │  │
│  │ • App Install Ads       │      │ • Reach & Frequency     │  │
│  │ • Carousel Ads          │      │                         │  │
│  └─────────────────────────┘      └─────────────────────────┘  │
│         │                                    │                  │
│    Auction-Based                        Fixed CPM/CPD          │
│    Self-Service                         Premium Placement       │
│                                                                 │
└─────────────────────────────────────────────────────────────────┘

In-Feed Ad Optimization:

Hook (First 3 Seconds):
├── Start with movement or visual change
├── Use bold text overlay
├── Ask a provocative question
├── Show product immediately
└── Avoid slow intros or logos

Body (4-12 Seconds):
├── Demonstrate product in use
├── Show transformation/results
├── Include social proof
├── Keep energy high
└── Match platform pacing

Call-to-Action (Final 2-3 Seconds):
├── Clear verbal CTA
├── Text overlay with CTA
├── End card with offer
├── Product/link visibility
└── Urgency if appropriate

Spark Ads Flow:

┌─────────────────────────────────────────────────────────────────┐
│                     Spark Ads Setup                              │
├─────────────────────────────────────────────────────────────────┤
│                                                                 │
│  Option 1: Your Own Content                                     │
│  ┌─────────────┐    ┌─────────────┐    ┌─────────────┐        │
│  │ Post on     │ -> │ Enable Spark│ -> │ Promote in  │        │
│  │ TikTok      │    │ in Settings │    │ Ads Manager │        │
│  └─────────────┘    └─────────────┘    └─────────────┘        │
│                                                                 │
│  Option 2: Creator Content                                      │
│  ┌─────────────┐    ┌─────────────┐    ┌─────────────┐        │
│  │ Creator     │ -> │ Creator     │ -> │ Enter Code  │        │
│  │ Posts       │    │ Generates   │    │ in Ads      │        │
│  │ Content     │    │ Auth Code   │    │ Manager     │        │
│  └─────────────┘    └─────────────┘    └─────────────┘        │
│                                                                 │
│  Key Benefit: Ad engagement (likes, comments, shares) stays     │
│  on the original post permanently                               │
└─────────────────────────────────────────────────────────────────┘

Spark Ads Strategy:

Content Selection:
├── Choose posts with strong organic engagement
├── Look for 3%+ engagement rate organically
├── Content should be evergreen (not date-specific)
├── Creator content typically outperforms brand
└── Testimonials and reviews work exceptionally well

Creator Partnerships:
├── Use TikTok Creator Marketplace
├── Negotiate Spark Ads rights upfront
├── 30-day auth codes standard
├── 60-90 day codes for campaigns
└── Brief creators on product, not script

Authorization Process:
├── Creator: Settings → Creator Tools → Authorization
├── Generate code (30/60/90 days)
├── Share code with advertiser
├── Advertiser enters in Ads Manager
└── Ad runs from creator's profile

// For brands working with creators
const sparkAdsSetup = {
  // Step 1: Creator generates code
  creatorSteps: [
    'Open TikTok → Profile → Menu (☰)',
    'Creator Tools → Promotional Content',
    'Select video → Generate Authorization Code',
    'Choose duration (30/60/90 days)',
    'Share code with advertiser'
  ],

  // Step 2: Advertiser uses code
  advertiserSteps: [
    'TikTok Ads Manager → Create Ad',
    'Select "Spark Ads" identity type',
    'Enter authorization code',
    'Configure targeting, budget, etc.',
    'Launch campaign'
  ],

  // Code format
  authCodeFormat: 'XXXXXX-XXXX-XXXX', // 14 characters

  // Important notes
  notes: {
    codeExpiry: 'Codes expire after selected duration',
    multiUse: 'Same code can be used in multiple ad groups',
    metrics: 'All engagement stays on original post',
    revocation: 'Creator can revoke at any time'
  }
};

TopView Advantages:

Visibility:
├── First content users see (100% SOV)
├── Full-screen, sound-on experience
├── No competing content
├── 71% higher recall than standard ads
└── 67% higher brand awareness lift

Performance:
├── 2.5x higher engagement vs In-Feed
├── 3.2x higher brand recall
├── Best for launches and awareness
├── Guaranteed impressions
└── Premium placement signal

Limitations:
├── Premium pricing (fixed CPD/CPM)
├── Requires sales contact
├── Limited inventory (one per user/day)
├── Advance booking required
└── Not suitable for direct response

TikTok Shopping Ad Ecosystem:

┌─────────────────────────────────────────────────────────────────┐
│                    Shopping Ad Types                            │
├─────────────────────────────────────────────────────────────────┤
│                                                                 │
│  Video Shopping Ads          Catalog Listing Ads                │
│  ┌─────────────────────┐    ┌─────────────────────┐            │
│  │ • Shoppable videos  │    │ • Product cards     │            │
│  │ • Product tags      │    │ • Multiple SKUs     │            │
│  │ • Native checkout   │    │ • Dynamic creative  │            │
│  │ • ROAS optimized    │    │ • Retargeting       │            │
│  └─────────────────────┘    └─────────────────────┘            │
│           │                           │                         │
│           └───────────┬───────────────┘                        │
│                       │                                         │
│                       ▼                                         │
│            ┌─────────────────────┐                             │
│            │    LIVE Shopping    │                             │
│            │ • Real-time selling │                             │
│            │ • Product pins      │                             │
│            │ • Direct purchase   │                             │
│            └─────────────────────┘                             │
└─────────────────────────────────────────────────────────────────┘

Video Shopping Ad Setup:

Requirements:
├── TikTok Shop account (approved)
├── Product catalog connected
├── At least 1 product in catalog
├── Pixel + Events API configured
└── Compliant product listings

Features:
├── Products tagged in video
├── Swipe up to product page
├── In-app checkout
├── Real-time inventory sync
└── Dynamic pricing display

Creative Best Practices:
├── Show product in use (not static)
├── Include price mention if competitive
├── Demonstrate size/scale
├── Show multiple angles
└── Include unboxing/reveal

Catalog Listing Ad Configuration:

┌─────────────────────────────────────────────────────────────────┐
│                   Catalog Setup                                  │
├─────────────────────────────────────────────────────────────────┤
│                                                                 │
│  Product Feed Requirements:                                     │
│  ┌─────────────────────────────────────────────────────────┐   │
│  │ Required Fields:                                         │   │
│  │ • id (unique SKU)                                       │   │
│  │ • title (max 150 chars)                                 │   │
│  │ • description                                           │   │
│  │ • availability (in stock/out of stock)                  │   │
│  │ • price (with currency)                                 │   │
│  │ • link (product URL)                                    │   │
│  │ • image_link (min 500x500)                             │   │
│  │                                                         │   │
│  │ Recommended Fields:                                      │   │
│  │ • brand                                                 │   │
│  │ • google_product_category                               │   │
│  │ • sale_price                                            │   │
│  │ • additional_image_link                                 │   │
│  │ • video_link                                            │   │
│  └─────────────────────────────────────────────────────────┘   │
│                                                                 │
│  Update Frequency: Daily minimum, real-time preferred          │
└─────────────────────────────────────────────────────────────────┘

Carousel Strategy:

Use Cases:
├── Product collections (multiple SKUs)
├── Step-by-step tutorials
├── Before/after sequences
├── Feature highlights
├── User testimonials series
└── Story-driven narratives

Creative Tips:
├── First card = strongest hook
├── Visual continuity across cards
├── Each card should stand alone
├── Progress/journey narrative
├── Final card = strong CTA

What NOT to Do:
├── ✗ Random, unrelated images
├── ✗ Walls of text on cards
├── ✗ Low-quality or inconsistent visuals
├── ✗ More than 6-8 cards typically
└── ✗ No clear progression/story

Lead Form Structure:

┌─────────────────────────────────────────────────────────────────┐
│                    Lead Form Builder                            │
├─────────────────────────────────────────────────────────────────┤
│                                                                 │
│  Standard Fields (Auto-filled from TikTok):                     │
│  ├── Name                                                       │
│  ├── Email                                                      │
│  ├── Phone Number                                               │
│  └── Gender                                                     │
│                                                                 │
│  Custom Fields (You Add):                                       │
│  ├── Short Answer (text input)                                  │
│  ├── Multiple Choice (radio buttons)                            │
│  ├── Checkbox (multi-select)                                    │
│  ├── Conditional Questions                                      │
│  └── Appointment Scheduler                                      │
│                                                                 │
│  Form Settings:                                                 │
│  ├── Intro: Headline + description                              │
│  ├── Questions: 2-10 fields                                     │
│  ├── Privacy Policy: Required link                              │
│  ├── Thank You: Custom message + CTA                           │
│  └── Integration: CRM webhook                                   │
│                                                                 │
└─────────────────────────────────────────────────────────────────┘

High-Converting Lead Forms:

Optimize Fields:
├── 3-5 fields maximum (conversion drops per field)
├── Use pre-filled fields when possible
├── Make phone number optional if not essential
├── Front-load easy questions
└── Save qualifying questions for last

Creative Alignment:
├── Video should set up the offer
├── Clear value proposition in ad
├── Match form headline to video CTA
├── Show what user gets for submitting
└── Include social proof

Conversion Tips:
├── Offer incentive (discount, guide, demo)
├── Create urgency ("limited spots")
├── Mobile-first form design
├── A/B test form lengths
└── Follow up within 5 minutes

// Lead webhook integration
const leadWebhook = {
  endpoint: 'https://api.pxlpeak.com/webhooks/tiktok-leads',

  // TikTok sends this payload
  payload: {
    lead_id: 'lead_xxxxx',
    form_id: 'form_xxxxx',
    ad_id: 'ad_xxxxx',
    campaign_id: 'campaign_xxxxx',
    created_time: '2026-01-12T10:30:00Z',
    fields: {
      email: 'user@example.com',
      phone: '+1234567890',
      name: 'John Doe',
      custom_field_1: 'Response'
    }
  },

  // pxlpeak processing
  processing: {
    deduplication: true,
    enrichment: true,
    scoring: true,
    crmSync: 'salesforce',
    notification: 'slack'
  }
};

Branded Effects Categories:

┌─────────────────────────────────────────────────────────────────┐
│                    Branded Effects                              │
├─────────────────────────────────────────────────────────────────┤
│                                                                 │
│  2D Effects              3D Effects           Gamified Effects  │
│  ┌─────────────────┐    ┌─────────────────┐  ┌─────────────┐   │
│  │ • Face filters  │    │ • AR try-on     │  │ • Quizzes   │   │
│  │ • Frames        │    │ • World effects │  │ • Randomizer│   │
│  │ • Stickers      │    │ • Body tracking │  │ • Games     │   │
│  │ • Beauty        │    │ • Hand gestures │  │ • Challenges│   │
│  └─────────────────┘    └─────────────────┘  └─────────────┘   │
│        │                       │                    │           │
│   Lower Cost              Medium Cost          Higher Cost      │
│   Quick Dev               2-4 Weeks            4-8 Weeks        │
│                                                                 │
└─────────────────────────────────────────────────────────────────┘

Hashtag Challenge Structure:

Campaign Components:
├── Branded Hashtag (#YourBrandChallenge)
├── Custom Branded Effect (optional)
├── Challenge Video (seed content)
├── Discovery Banner (featured placement)
├── Music/Sound (original or licensed)
└── Creator Partners (amplification)

Placement Package:
├── Day 1-3: Discovery page banner
├── Day 1-6: Featured hashtag page
├── Full Duration: Branded effect available
├── Full Duration: Music in library
└── Full Duration: Challenge page live

Typical Results:
├── 8-15% engagement rate
├── 2-5 billion video views (major brands)
├── 500K-2M+ user-generated videos
├── 50-100M+ hashtag views
└── Significant brand lift (20-30%+ recall)

Format Selection by Objective:

┌─────────────────────────────────────────────────────────────────┐
│               Objective → Format Mapping                        │
├─────────────────────────────────────────────────────────────────┤
│                                                                 │
│  Brand Awareness:                                               │
│  ├── TopView (premium, maximum impact)                         │
│  ├── Branded Hashtag Challenge (UGC + virality)               │
│  ├── Spark Ads (authentic, engaging)                          │
│  └── In-Feed Video Views (cost-effective reach)               │
│                                                                 │
│  Consideration:                                                 │
│  ├── Spark Ads (social proof)                                  │
│  ├── In-Feed Ads (product demos)                              │
│  ├── Carousel Ads (product showcase)                          │
│  └── Branded Effects (interactive engagement)                  │
│                                                                 │
│  Conversions:                                                   │
│  ├── Shopping Ads (e-commerce, in-app checkout)               │
│  ├── In-Feed Ads (conversion optimized)                       │
│  ├── Spark Ads (testimonials, reviews)                        │
│  └── Lead Gen Ads (B2B, services)                             │
│                                                                 │
│  App Installs:                                                  │
│  ├── In-Feed Ads (app promotion objective)                    │
│  └── Playable Ads (games, interactive apps)                   │
│                                                                 │
└─────────────────────────────────────────────────────────────────┘

Universal Video Specs:

File Format:
├── MP4 (recommended)
├── MOV
├── MPEG
├── AVI
└── 3GP

Video Codec:
├── H.264 (recommended)
└── HEVC

Audio:
├── AAC (recommended)
├── MP3
├── Stereo or mono
└── 128kbps minimum (256kbps recommended)

Aspect Ratios:
├── 9:16 (vertical) - BEST for TikTok
├── 1:1 (square) - Good for cross-platform
└── 16:9 (horizontal) - Avoid, worst performing

Resolution:
├── 1080 x 1920 (9:16) - Recommended
├── 720 x 1280 (9:16) - Minimum
├── 1080 x 1080 (1:1) - Square
└── 1920 x 1080 (16:9) - Horizontal

Image Specs (Carousel, Thumbnails):

Format:
├── JPG/JPEG
├── PNG
└── No animated GIFs

Resolution:
├── 1080 x 1920 (9:16) recommended
├── 720 x 1280 minimum
└── Must maintain consistent ratio across carousel

File Size:
├── Max 10MB per image
└── Optimize for fast loading

Quality:
├── High-resolution, sharp images
├── No heavy compression artifacts
├── Consistent color grading
└── Brand-appropriate styling