TikTok Advertising 101: The Essential Guide for Brands

TikTok Advertising 101

Prabha Rai, Paid Social Operations Director at Threepipe Reply shares why TikTok is an increasingly important platform for brands and how brands can leverage the advertising tools on the platform.  From algorithm insights to content strategy, she explores what makes TikTok unique and why it’s more than just a Gen Z playground.

TikTok has evolved into a powerful paid media platform, offering brands unique ad formats, advanced targeting, and seamless shopping integrations. To succeed, brands must go beyond traditional ad strategies and embrace TikTok’s creator-driven, entertainment-first approach. 

1) Creative is King: Use Native-Style Ads That Don’t Feel Like Ads                                 

Unlike traditional ad platforms, TikTok’s best ads don’t look like ads—they blend in with organic content. The most successful TikTok ads:

• Use trending sounds, text overlays, and native transitions
• Capture attention in the first 3 seconds
• Feel authentic, like creator content, not overly polished commercials
• Include a clear CTA (“Shop Now,” “Try It Today,” “Tap to Learn More”)

Pro Tip: TikTok’s Creative Exchange connects brands with vetted creators and creative partners to produce high-performing ads. This is especially useful for brands that lack in-house video production capabilities.

2) TikTok Ads Manager: Advanced Targeting & Automated Optimisation

TikTok’s ad platform allows for precise targeting and AI-driven optimisation:

• Hashtag, Creator Category, Interest & Behavioural Targeting – Based on how users interact with content
• Lookalike Audiences – Reach new users similar to your best customers
• Custom Audiences – Retarget website visitors, app users, or CRM lists

3) Spark Ads: Boost Organic Content with Paid Reach

TikTok’s Spark Ads let brands amplify organic posts (either from their own account or creators). Unlike traditional ads, Spark Ads:

• Retain all engagement metrics (likes, shares, comments)
• Appear as native content rather than disruptive ads
• Perform better than traditional in-feed ads, thanks to authenticity

Best Practice: Use Spark Ads to boost high-performing organic content instead of starting from scratch.

4) TikTok Shop

Sell seamlessly within the app with integrated shopping features that include:

• Live Shopping Ads – Drive sales by promoting products during live-streamed events
• Shop Tab Ads – Push users directly to your TikTok storefront.
• Product Links in Videos – Tag products in organic posts and paid ads

Why This Matters: TikTok shortens the purchase journey, making it easier for users to discover, engage, and buy—without leaving the app.

5) Dynamic Showcase Ads (DSA): Automated Catalog-Based Advertising

For brands with large product catalogues, Dynamic Showcase Ads (DSA) automatically promote personalised product recommendations based on user behaviour. DSA formats include:

• Video Shopping Ads – Auto-generate dynamic video ads using your product feed
• Catalog Listing Ads – Showcase multiple products in a single interactive ad
• Collection Ads – Feature a hero video with scrollable product thumbnails. Best for: E-commerce brands, especially those in fashion, beauty, and consumer goods, looking to scale ad performance efficiently.
• Product Cards –  Overlaying Product cards on spark ads has proven successful , offering a smooth experience that drives conversions and enhances user interactions.

6) Creator-Led Ads Drive Higher ROI

Users trust creators more than brands, making influencer partnerships a key strategy for paid media success. TikTok’s Creator Marketplace allows brands to:

• Find vetted creators that match their niche
• Run creator-led Spark Ads to amplify authentic influencer content
• Leverage creator expertise to drive engagement & conversions

Pro Tip: Instead of traditional product ads, partner with creators to produce native, engaging content—then boost it with paid ads for higher engagement and lower CPMs.

TikTok Ads are more than just another paid media channel—they require a different creative mindset and a deep understanding of platform behaviour. Brands that lean into TikTok’s native content style, advanced targeting, and in-app shopping features will see higher engagement, lower costs, and stronger conversions.

Are you using TikTok Ads, Shopping, or Creator Partnerships in your strategy? Contact our expert team at hello.threepipe@reply.com for tips and recommendations on how to leverage these tools or join our upcoming event, sign-up here…