Native advertising in TikTok

TikTok ain’t Facebook, Instagram, or YouTube. It’s unique, and its users expect to see funny, original, and inspiring content that doesn’t take up much of their time. That’s why the advertising content you often see on Facebook and Instagram, and the long videos you can watch on YouTube, are unlikely to work here.

Staged videos don’t fit well on TikTok because users, most of whom are under 30, seem to prefer relatable content that depicts everyday situations anyone can understand. That’s why native advertising is just what everyone needs among the possible advertising options on TikTok.


Native advertising is often encountered in social media feeds or as recommended content on web pages. Unlike display ads or banner ads, native advertising doesn’t look like advertising at all. It blends in as part of the page’s content stream. The key to native advertising is that it doesn’t disrupt the TikTok experience—it provides readers with access to promotional content that doesn’t stick out like a sore thumb.

This TikTok format is called In-feed Native Video, which is a video ranging from 5 to 60 seconds in length that periodically appears during a user’s feed browsing.

Brands creating this type of advertising can also utilize a call-to-action (CTA) button that directs users to a specific landing page—a useful feature if your goal is to increase website visits and sales.

The ability to include a CTA is a huge advantage. You can prompt users to make an immediate purchase, download the advertised app, or visit your website by directly clicking through from TikTok.

For instance, Adobe uses this feature and inserts a clear CTA in its ads:

You should know that users can quickly scroll past feed ads, just like any other video. So, here are a few useful tips on how to avoid that:

Remember, you only have 2-3 seconds to grab the user’s attention before they continue scrolling.
The in-feed ad should be full-screen and visually appealing, so users can’t easily skip your content.
The text on your TikTok creative should immediately grab attention and attempt to address the user’s problem. Imagine your potential customer watching your video with the sound off, and to get them to turn it on, you need the most compelling text. What would it be?
Still wondering if you need this type of advertising? Here’s another advantage: people can like, comment, share, and engage with your video, just like any other video on TikTok.



On a platform that claims to be all about sharing creativity, your ad should have some brightness to it. It’s important to bring a creative approach that aligns with your brand identity.

TikTok explicitly states in its Business Center guidelines that it wants you to be authentic. “The creative should match your brand image and resonate with your target audience. Serious brands need serious ads, fashionable brands need trendy ads—you get the idea.”

Therefore, the best practice for brands is to stay true to their story, telling it the way they want while also considering the unique format of TikTok, ensuring authenticity in the content for the platform and how people use it.

Redbull is an excellent example of this. The energy drink manufacturer is known for bringing extreme sports to the world. Their TikToks stay true to this mission.


Influencers are content creators who will collaborate with you to share your video with their audience. And, of course, you can use such video content as creative, which will further increase conversion through their participation. Choose wisely, and you’ll see a great return on your TikTok ad.