The Top Performing TikTok Ad Formats for U.S. Brands in 2025

TikTok Shop influencer marketing is the heartbeat of the platform's top-performing ad approaches in 2025. With shopping habits changing at light speed, brands are looking to this creator-led model to unlock unparalleled reach, engagement, and conversions. TikTok Shop influencer marketing strategies are reshaping how consumers interact with content. With decreasing attention spans and increasing competition, U.S. brands are adopting new ad formats that not only sell—but entertain, educate, and inspire.

What sets these formats apart? Their capacity to combine storytelling with shopping functionality, powered by influencers who speak the native language of TikTok. Let's explore the highest-performing TikTok ad formats and how TikTok marketing is revolutionizing brand engagement in 2025.

1. Introduction to TikTok Ad Formats

TikTok has a wide range of ad placements, but in 2025, the top-performing ones strike the perfect balance between creative expression and commercial conversion. Here's what’s leading the way:

In-Feed Ads

These organically embedded video ads show up in users' For You pages and mimic native content. They are less intrusive, which encourages users to engage more—especially when combined with TikTok Shop influencer marketing. By tapping into influencer storytelling, these ads can seamlessly lead to purchases without ever leaving the platform.
Creative tip: Partner with micro-influencers to demonstrate product use in real-time with TikTok Shop links embedded. Authenticity trumps polish.

Branded Hashtag Challenges

A staple for community engagement, branded challenges encourage users to join in on trends tied to a product or brand. When influencers launch the challenge, it can go viral—creating a UGC loop that boosts reach and trust.
Creative tip: Launch a 3-day micro-campaign with 5–7 mid-tier creators across niches. Give them loose creative freedom to spark creativity and participation.

Top View & Branded Effects

TopView ads—the first video a user sees when they open the app—are ideal for mass awareness. While they’re premium-priced, they deliver unmatched visibility.
Branded Effects, such as AR filters and interactive elements, let users interact with your product in a fun and memorable way.
Creative tip: Design a branded AR filter that lets users “try on” your product or interact with your logo in a gamified way.

2. Benefits of Top Performing TikTok Ad Formats

The reason these ad formats dominate isn't just performance metrics—they drive emotional engagement, community behavior, and action. Here's how they impact your brand's TikTok marketing success:

Greater Participation

Interactive content—especially when led by influencers—invites users to like, comment, and share. Whether it’s an In-Feed Ad with a compelling CTA or a Branded Challenge that taps into cultural trends, the format inspires involvement.

Increased Brand Recall

When people laugh, feel inspired, or recognize themselves in your content, they remember it. Branded effects and influencer-led narratives allow for storytelling and humor, which are key drivers of memory encoding.

Higher Conversion Rates

With TikTok Shop integrations, creators can tag products directly in their videos or livestreams. This shortens the buyer journey and dramatically increases conversion rates—especially for impulse or trend-driven products.
Example: A beauty brand using creator-led In-Feed Ads with a "Shop Now" link saw a 2.4x increase in checkout completion vs. non-shoppable ads.

3. How to Select the Appropriate Format for Your Brand

Choosing the right format depends on your audience, goals, and creative strategy.

Audience Alignment

Understand who your ideal customer is:

• Gen Z prefers authenticity, humor, and behind-the-scenes content.
• Millennials are drawn to aesthetic storytelling and social proof.

Select the ad format that matches their browsing behavior and values.

Campaign Objectives

Each format serves a distinct purpose. Here’s a breakdown:

              Format                                                                                      Best For

• In-Feed Ads                                                                                       Balanced reach + conversions
• TopView Ads                                                                                      Maximum brand awareness
• Branded Challenges                                                                       UGC + viral brand participation
• Branded Effects                                                                               Playful, interactive branding
  
  

Case Examples

• Maybelline U.S.: Launched a Branded Hashtag Challenge with creators and generated over 100,000 UGC videos in just one week.
• Nike: Combined TopView Ads with influencer-led In-Feed placements for a product drop—resulting in 3x click-through rates over standard ads.
• Glossier: Focused on TikTok Shop influencer marketing, using In-Feed creator content to showcase lip tints. Result? A 25% spike in sales in 48 hours.

4. Role of Professional Agencies

Why Use a TikTok Shop Influencer Marketing Agency?

Top-performing campaigns aren’t accidental—they’re engineered. That’s where TikTok marketing agency step in. They bring:

• Influencer matchmaking: Selecting creators that align with your brand’s voice and goals.
• Data-backed targeting: Using TikTok’s ad tools to refine audience targeting.
• Performance optimization: Weekly testing of formats, content, and call-to-actions.
• Affiliate integration: Tapping into the TikTok Shop Affiliate Program for scale and reward incentives.

Best Practices for 2025

• Partner with creators who already engage with your target demographic.
• Test multiple formats—don’t rely on just one.
• Use TikTok’s performance dashboard to track daily metrics.
• Launch mini-campaigns with limited-time promos to drive urgency.
• Leverage affiliate tools to reward creators and drive scale affordably.
  
  

Call to Action

Want to launch high-impact TikTok ad campaigns that drive real results?
Partner with The Short Media—a TikTok Shop influencer marketing agency that builds creative, conversion-optimized campaigns for U.S. brands. Whether you need branded content, TopView placement, or creator-led TikTok Shop ads, we’ll help your brand go viral in 2025.