How to choose the right business solutions for your campaign

At TikTok, we’re all about inspiring creativity, bringing joy and building brands, and our product suite is a key part of this commitment. With six creative formats to choose from, how do you know which one is right for your campaign?

Here are the most popular objectives and KPIs – and the TikTok business solutions that will help you achieve them.

What’s your objective?

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Awareness:

If you’re introducing your brand, launching a product or promoting an initiative, increasing brand awareness will be a key focus.

TopViewTopView Lite and In-Feed Ads will deliver strong views, impressions and click-throughs. For example, when Balenciaga wanted to generate brand awareness with a new audience, it used one TopView, and two TopView Lites to achieve over 23 million impressions in just three markets, an 18% CTR and more than 25 million video views. You can read the full story here.

  • TopView: This 60-second video format appears as soon as users open the app, ensuring your brand is the first thing they see and hear – it’s sound-on by default.

  • TopView Lite: Like TopView, but shorter, and with no sound. This 5-second video format quickly boosts brand awareness with a full-screen takeover.

  • In-Feed Ads: This 60-second video format reaches users in their personalised ‘For You’ feeds, capturing their attention with native storytelling.

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Consideration:

Releasing a new product, promoting a sale or sharing a film teaser? Consideration will be high on your list. We measure consideration through click-through rates and we frequently see CTR’s at 15-20% with TopView, and 2-5% with In-Feed Ads.

  • TopView: This 60-second video format appears as soon as users open the app, it’s sound-on by default and can be optimised for diversion and engagement.

  • In-Feed Ads: Get users interested in your brand, drive traffic to your site or Business Profile while attracting impressive video view times. This 60-second video format reaches users in their personalised ‘For You’ feeds, capturing their attention with native storytelling.

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Engagement:

From launching products and promoting sales to repositioning your brand, engagement is an important part of interaction-led campaigns.

Branded Hashtag ChallengeBranded Hashtag Challenge PLUS and Branded Effects encourage the creation of UGC and attract likes, comments and shares. When Mercedes-Benz wanted to engage new audiences in the UK and Germany, it launched a Branded Hashtag Challenge that attracted over 73,000 participants and resulted in 180 million video views and 30,000 new followers. You can read the full story here.

  • Branded Hashtag Challenge: Kickstart a viral movement with this popular format. Watch as users create content in response to your sponsored hashtag.

  • Branded Hashtag Challenge PLUS: Like Branded Hashtag Challenge, but with a shoppable element that deepens the connection between brand and user.

  • Branded Effects: Give users the tools to share their stories in unique ways, while landing the brand and boosting brand engagement.

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Conversion:

If landing page visits or app installs are the focus of your campaign, you’ll know all about conversion.

In-Feed Ads allow you to send users to your website or app with clickable buttons, like ‘buy now’, ‘download now’ and ‘learn more’. When Yubo wanted to increase downloads of its app, it used In-Feed Ads, optimised for conversion to achieve a total of 238,000 conversions or a conversion rate of 13.3%. You can read the full story here.

  • In-Feed Ads: Add a call to action click-through to this video format to increase landing page conversions and app installs.

Make the most of your campaign with TikTok Creators

When you've picked the right product for your campaign, working with TikTok Creators could be the best way to bring it to life. They know the platform inside and out and already have a strong relationship with the TikTok community. Want to know more?

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