For most advertisers using TikTok ad credit, In-Feed Ads are the right choice. In-Feed Ads are purchased through TikTok’s auction system, which means you bid competitively for impressions and pay based on actual demand. TopView Ads are a premium reservation-based format that requires a guaranteed minimum spend commitment, typically far exceeding the credit amounts available to new advertisers through standard incentive programs. For credit-funded campaigns, In-Feed Ads offer more control, more flexibility, and more accessible entry.
In-Feed Ads vs. TopView Ads: Key Differences
| Factor | In-Feed Ads | TopView Ads |
| Buying model | Auction-based; pay per impression or click | Reservation-based; guaranteed placement at fixed cost |
| Minimum spend | $20/day at ad group level | High minimum; typically requires direct sales contract |
| Placement | Appears in For You feed among organic content | Appears as the first video when the app is opened |
| Creative length | 5 to 60 seconds | Up to 60 seconds; full-screen, sound-on |
| Audience targeting | Full targeting options available | Broad reach; targeting is limited by reservation model |
| Suitable for credit? | Yes; standard credit applies | Rarely accessible at credit budget levels |
| Best for | New advertisers, performance campaigns, testing | Major brand campaigns with large budgets |
Why In-Feed Ads Are Better for Credit-Funded Campaigns
In-Feed Ads let you start with the minimum ad group budget of $20 per day, target specific audiences, test multiple creatives, and optimize for a performance objective such as conversions, clicks, or installs. The auction model means your credit buys as many impressions as the market rate allows, rather than a fixed number of guaranteed placements at a fixed price.
In-Feed Ads also integrate with TikTok’s full suite of optimization tools: split testing, audience targeting, Pixel-based optimization, and performance reporting at the ad level. These tools are what allow you to use your credit window as a learning exercise rather than simply a way to spend the credit as quickly as possible.
See which TikTok ad formats are excluded from ad credit usage for which formats are and are not eligible for credit.
When TopView Ads Might Be Relevant
TopView Ads are relevant for large brands running high-budget awareness campaigns where guaranteed reach and premium placement justify the cost. They are typically purchased through TikTok’s direct sales team and are not available through the standard self-serve Ads Manager interface at new advertiser credit levels. If your business eventually grows to the point where a TopView campaign makes sense, it would be a full-rate campaign purchase separate from any new advertiser credit program.
For a reference on what ad formats TikTok’s credit program supports, see whether TikTok ad credit can be used on any ad format or only specific ones.
Frequently Asked Questions
Are there other premium TikTok formats I should avoid with a credit budget?
Yes. Branded Hashtag Challenges and Branded Effects also require large minimum commitments through direct TikTok sales rather than through self-serve Ads Manager. These formats are not accessible to most new advertisers through the standard credit program. For credit-funded campaigns, the formats that work best are In-Feed Ads, Spark Ads (which are In-Feed Ads running from organic posts), and Collection Ads for e-commerce advertisers with product catalogs. These are all available through self-serve Ads Manager at standard auction pricing.
Do TopView Ads produce better results than In-Feed Ads per impression?
TopView Ads often achieve higher brand recall metrics because they appear as the first content a user sees when opening TikTok, which maximizes attention. However, attention does not always translate to performance on conversion-based metrics. For performance-focused campaigns optimizing for clicks, leads, or purchases, In-Feed Ads with strong creative and precise targeting frequently outperform TopView on a cost-per-conversion basis because you can target and optimize actively, rather than broadcasting to a broad guaranteed audience. See what reporting tools help monitor ad credit performance for how to measure format-specific performance in Ads Manager.
Can I run both In-Feed Ads and Spark Ads during my credit window?
Yes. Spark Ads and standard In-Feed Ads can run simultaneously and both draw from your account balance, which includes available credit. Running one standard In-Feed Ad campaign alongside one Spark Ad campaign targeting the same audience with different creative lets you compare which format produces better engagement and conversion rates with your specific product and audience. Both formats are available in self-serve Ads Manager at auction pricing.
What creative format works best for In-Feed Ads?
In-Feed Ads perform best with vertical video (9:16 aspect ratio), strong hooks in the first two to three seconds, sound-on design, and a clear call to action. The content should feel native to the TikTok feed rather than like a traditional advertisement imported from another platform. For full creative guidance, see what makes a TikTok ad creative effective for credit-funded campaigns and TikTok’s creative best practices documentation.
Does TikTok allow new advertisers to purchase TopView Ads through self-serve?
TopView Ads are generally not available through self-serve Ads Manager for new advertisers. They require contact with TikTok’s sales team, a minimum guaranteed spend commitment, and a formal insertion order. This is not the pathway for new advertisers using the standard new advertiser credit program. The self-serve auction inventory, including In-Feed Ads and Spark Ads, is what credit-funded campaigns operate within. For more detail on how TikTok’s new advertiser credit program works, see how TikTok ad credit works.
