When it comes to the best branding advertising solution on TikTok, TikTok TopView Ads always stays on top. Using this format, all brands have a chance to kill two birds with one stone: raising brand awareness and increasing sales performance through one TopView campaign.
TikTok TopView Ads has unlocked the perfect way to grow a brand’s identity: immediately catch all users’ attention when they first open the TikTok app. This is why many brands have been switching up their old ways and trying out TopView Ads for themselves. Let’s bring TikTok TopView Ads to light through this article to keep your marketing strategy up to date!
Table of Contents
What are TikTok TopView Ads?
TopView Ads is one of the most effective branding solutions. It displays on the For You Page (FYP) right after users open the TikTok app. TopView Ads often can be up to 60 seconds full screen and auto-play with sound.
Similar to a native TikTok video, TikTok TopView Ads allow viewers to interact with videos through liking, sharing, and commenting. However, what makes TopView stand out is putting your brand in the center of place by capturing full viewer attention with no competing content.
How do TikTok TopView Ads work?
To gain a deeper understanding of TikTok Topview placement, it is important to consider these two factors: Main features & Ads specs.
TikTok TopView Ads main features
To maximize your advertising performance, you should notice the main features of TikTok TopView Ads:
- Each TopView video is displayed to each user only one time a day.
- Viewers are enabled to skip ads by clicking the Skip button in the right corner of their screen after 3 seconds or by swiping up.
- The link-click format helps to navigate users, boost conversion rates, and drive more traffic for landing pages, hashtag challenge pages, and more.
TikTok TopView Ad specs
To pass the TikTok review process, you need to adhere to TikTok Topview specs. Here are some important notes for you to run your TikTok TopView successfully:
- Maximum video length: 60 seconds
- Aspect Ratio of TopView video: 16:9, 9:16 or 1:1.
- Recommended Resolution: 960×540 px, 540×960 px, and 640×640 px.
- File Size: ≤ 500 MB
- File Types: .mov, .mp4, .3gp, .mpeg, or .avi
- Bitrate: 516 kbps
Why should brands use TikTok TopView Ads?
Grab more attention
TikTok TopView Ads serve as a magnetic force, seizing users’ attention from the very first glance. Positioned as the initial content upon opening the app, these ads ensure brands have the spotlight, making a lasting impact. With the imminent shift to Cost per mile (CPM) in TikTok’s advertising landscape, brands can strategically target their audience, enhancing visibility and capturing attention at the right time.
Increase engagement rate
For brands seeking heightened user interaction, Topview TikTok emerges as a powerhouse. As the first ad users encounter, they prompt an impressive 71% direct response rate. This statistic underscores the effectiveness of TopView Ads in fostering meaningful connections with the audience. Brands can leverage this high engagement potential to increase TikTok followers, elevate brand awareness, and foster deeper connections with their target demographic.
Increase sales effectiveness
The efficacy of TikTok TopView Ads extends beyond engagement, translating into tangible sales results. In the consumer goods industry, TopView Ads lead to a substantial 67% increase in sales efficiency compared to overall paid advertising on TikTok. For brands in sectors requiring frequent consumer replenishment, such as food and beverages, this format scales sales revenue, making it a strategic tool for driving tangible business outcomes.
5 Best TikTok TopView Ads examples
ASOS
ASOS is a well-known British online fashion retailer with over 850 brands and ships all over the world. With the goals of spreading awareness and engagement with digital natives, ASOS decided to jump into TikTok by using a Branded Hashtag Challenge Plus and TopView Ad.
#AySauceChallenge encouraged the community to show the ASOS vibe with their three best outfits. The Branded Hashtag Challenge Plus also included a bundle of other ads—TopView to put the ASOS campaign in the spotlight and achieve must-meet campaign goals.
As a result, the campaign recorded over 1.2 billion video views in just six days, with 488,000 videos created and 167,000 users taking part. ASOS also earned an engagement rate of 15.79%, well above benchmarks. The campaign achieved a 25% increase in brand awareness and a 10% increase in brand association with being “trendy.”
Balenciaga
Balenciaga is one of the biggest names in the fashion luxury industry that was founded by Spanish couturier Cristóbal Balenciaga – ‘The Master’ of haute couture. This brand aimed to grow brand awareness with a new community on TikTok and became the leading high-end brand on TikTok to take advantage of the TopView Ads.
During the Christmas period, Balenciaga launched a shoppable campaign in the TopView format in the UK and France. Balenciaga’s TopView Ads auto-played with the sound on and filled the whole screen when users first opened the TikTok app. Otherwise, Balenciaga also added links to internal and external landing pages to drive viewers to its shopping pages.
Source: TikTok
Regarding the result, Balenciaga’s campaign drove 23M+ impressions across the UK, France, and Italy. The average CTR from across markets was around 18%, and notably 20.56% in Italy.
CELINE
CELINE is a luxury French fashion house that has become a symbol of understated elegance and timeless glamor. This brand decided to promote its new seasonal collections by streaming its runway show live from Monaco to younger audiences on TikTok. However, since CELINE wanted to make people say wow about their new-look event, they turned to TikTok TopView Ads.
CELINE created four stunning TopView Ads featuring models moving amongst the breathtaking architecture of the stadium. Otherwise, a Call-to-action “Watch now” was used to drive the audience to its official TikTok profile where more content from the show was presented.
A CTA encouraged users to “watch now,” which directed them to CELINE’s official TikTok profile where more content from the show could be viewed. Adding the popular song “I Like Him” by Princess Nokia soundtracking the action was also a refreshing way to get the word out about CELINE’s event.
With plenty of creatives, CELINE’s TopView campaign has received unexpected results with more than 52,000,000 impressions, a total of 22,9M 2s video views and a 17.74% increase in click-through rate.
Last Minute
Last Minute, a leading travel brand embarked on a strategic partnership with TikTok to tap into a fresh audience of Gen Z and millennial travelers, a demographic not easily reached through conventional marketing channels. To achieve maximum impact, Last Minute turned to TikTok’s TopView ads, leveraging the full-screen, sound-on placement to capture the attention of a wide UK audience and infuse a sense of fun and creativity into their campaign.
Rather than resorting to conventional ‘book a holiday’ messaging, Last Minute took a bold and innovative approach. The campaign showcased a whimsical video ad for a fictional health supplement called ‘Holiopathy,’ encouraging viewers to cure their January blues by discovering their perfect holiday destination. The video, characterized by vibrant colors and bold visuals, immediately stood out in the TopView slot. The unmistakable bright pink ‘Book Now’ call-to-action ensured the target audience couldn’t miss.
The results were nothing short of remarkable, with Last Minute achieving a staggering 10.5 million impressions and an exceptional 18% click-through rate. This TikTok Topview example not only communicated its key product benefits and brand messages but did so engagingly and entertainingly, proving that capturing the attention of TikTok’s dynamic user base requires a blend of creativity and strategic communication.
V Energy
V Energy, the energy drink maker, achieved a vibrant victory on TikTok through a savvy integration of TopView ads in a multi-format campaign. As part of TikTok’s first-ever New Year’s Eve live show promotion, V Energy challenged creators to craft their exhilarating trick shots. The resulting influencer content was transformed into a compelling TopView ad, dominating screens throughout January.
As a result, the show became Australia’s second most-watched livestream. The dynamic and energy-infused campaign had an immediate impact, with V Energy’s TikTok followers skyrocketing by 5,000 within just one day of the TopView ad going live.
V Energy’s triumph on TikTok showcases the platform’s capacity to elevate brand engagement and foster rapid audience growth. By leveraging the immersive appeal of TopView ads and tapping into TikTok’s vibrant user community, V Energy not only fueled excitement for the live show but also left an indelible mark on Australia’s digital landscape.
TikTok TopView Ads best practices
Understand your audience
What brings your audience to your TikTok brand? The answer to this question will guide you in developing TikTok ad campaigns that go beyond forgettable sales messages.
With 31% of TikTok users citing “lifting my spirits” as one of the top three reasons for TikTok, entertaining content is particularly well-liked on the app. In one study by Fanbytes, people were asked what they liked best about the brands they followed on TikTok. While 31% of Gen Z said that “they entertain me,” 34% of them claimed that it was the funny content. The most popular choice for the best way for brands to engage with you on TikTok was by “making me laugh”.
So, this is a fantastic place to start. Choose the type of content that resonates with your audience and use that to create your hook. So you can further attract users.
Know the best occasion to post a TopView ad
TopView Ads turbocharge your campaign’s long-term goals and definitely for day-to-day ones. It is the best advertising solution for raising brand awareness. Don’t forget to leverage TopView Ads when you meet some big moment in your fledgling company’s history such as:
- Big branding moments
- Reputation boosting
- Product (re)launches
- Peak season marketing
Don’t make it appear like an ad
The advertisements that fit in with TikTok’s native content are the most effective. The majority of app users, Gen Z and Millennials, are particularly ad-averse. Therefore, they will be more engaged if you can make your ad appear to be a continuation of the content they like.
You’re already halfway there if you include influencers in your advertising strategy. Ads that feature these collaborations will by nature appear less like adverts.
The most important thing to keep in mind is that customers use TikTok because they enjoy it. Hence, enhance the experience rather than distract from it.
Leverage UGC
TikTok brands should take user-generated content (UGC) initiatives into consideration. This is a fantastic approach to foster a sense of community around your business, offer brand supporters a voice, and encourage consumers to engage in activities they enjoy. Influencers and UGC work well together as they reflect organic app interactions and boost brand credibility. A brand’s return on investment will skyrocket if they create a successful influencer campaign, encourages user-generated content, and then enhances it with a paid TikTok TopView Ad.
You’ll experience a 93% higher engagement rate if you collaborate with creators to create TikTok advertising content. That is not a small number, but TikTok marketers can increase it.
Upgrade your CTA
A best practice for TikTok TopView Ads is to incorporate a clear and concise CTA, prompting users on their next steps. Whether it’s an invitation to “Learn More” or an enticing “Shop Now,” a well-crafted CTA is instrumental in steering users through a seamless journey. TikTok’s data underscores the impact of this approach, revealing a noteworthy 55.7% increase in impressions for videos that incorporate closed captions, on-screen text, and a compelling CTA. This statistic reaffirms the power of a well-crafted CTA in enhancing engagement and maximizing the reach of your TopView Ads campaign.
How much do TikTok TopView Ads cost?
The cost of TikTok Ads in general and TikTok TopView Ads particularly varies on many factors such as target audience, geographic location, or bidding strategies. Being TikTok’s most valuable ad format, TopView Ads seem to be a little bit expensive.
Normally, TopView Ads on TikTok can range from $50,000 to $150,000 per day due to their high visibility and engagement levels. Brands, therefore, should consider investing in TikTok TopView Ads since they drive remarkable results.
On the other hand, while running a reservation ad like TopView Ads, you need to pay a flat rate in advance to get your ad delivered to a specific number of impressions. In this way, your video will get the engagement rate exactly the one you plan for. However, this price is often higher than auction ads.
Put your brand in the spotlight with TikTok TopView Ads
Since TopView is a type of reservation advertising, you will need a TikTok agency account to get approval from TikTok. However, don’t put yourself at risk, we have got your back!
Apart from TopView Ads, TikTok also provides several types of TikTok advertising formats that serve different brand goals. Give them a try and the results will surprise you! If you want to take advantage of this global leading platform, try our NestAds -a comprehensive solution for ad tracking and marketing solution. Unleash the power of NestAds to seamlessly manage and optimize your TopView Ads campaigns. With a user-friendly interface, advanced analytics, and real-time insights, NestAds ensures you stay ahead in the competitive TikTok landscape. Maximize your visibility, engagement, and ROI with precision targeting and creative analysis. Elevate your TikTok advertising experience – try NestAds now and make your TopView Ads stand out in the crowd!
