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In the creative world of TikTok, Branded Content Ads have become a powerful tool that helps businesses combine the influence of creators with their marketing messages. This is a way for brands to not only promote products but also to create an authentic, relatable connection with users through entertaining and inspiring videos. In this article, Adsupport will help you learn tiktok branded content ads campaigns.
Branded content ads on TikTok are a form of advertising that combines brands and content creators to produce videos that are both entertaining and tied to an advertising message. This is not just a way to directly promote products but also a method for brands to reach customers organically, through the unique storytelling style and creativity of each creator.
This format is part of TikTok One, a platform that helps brands find, connect, and collaborate with suitable creators. Businesses can choose creators whose style, audience, or field align with their products or services. The two parties then work together to produce entertaining videos that still convey the brand’s message and values.
For example, a cosmetics brand can partner with a beauty influencer to create a makeup tutorial video where the product is naturally integrated into the process. Viewers learn beauty tips while subtly remembering the brand.
It’s important to note that branded content ads are only available in the countries or regions where you operate. If you want to launch in multiple markets, the brand will need to copy and recreate the project separately for each region. At the same time, businesses can only view and work with creators in the specific region they have selected. This ensures that the collaboration always aligns with the culture, language, and preferences of consumers in the target market.
When creating brand-oriented content on TikTok, you need to pay attention to the following guidelines:
Any content with a brand/product promotion element (paid, gifted, sponsored, discounted, etc.) must enable the commercial content disclosure feature (Paid Partnership/Branded Content toggle). When enabled, TikTok will apply a transparent label to the video so viewers are aware. This is a core requirement in addition to complying with the Terms of Service and Community Guidelines.
Brand-oriented content must comply with Community Guidelines (user safety, anti-misinformation, no encouragement of harmful behavior, etc.) and the regulations of the country where it is launched. In the EU, advertising transparency requirements are increasingly strict under the Digital Services Act (DSA); non-compliance can lead to sanctions.
Some categories are prohibited or restricted in branded content/advertising: adult products, tobacco, drugs, weapons; alcohol, gambling, health, and sensitive financial products are only allowed under very strict conditions (age restrictions, regional restrictions, and responsible messaging). Always cross-reference the advertising and branded content policies before publishing.
You must not make misleading claims (e.g., “guarantees a cure,” “guarantees profit”) or use tactics that hide promotion conditions. If there are giveaways or offers, the conditions for participation, deadlines, and eligibility must be clearly stated in the description/creative in accordance with commercial transparency standards.
Only use content that you own the rights to or are licensed to use. For music, brands/creators should use the Commercial Music Library or have clear licensing. TikTok requires copyright documentation when using official music in activities with a commercial element.
Do not target or encourage inappropriate behavior with users under 18 years old. Content featuring minors must strictly comply with safety and privacy rules and must not include “bait” purchase messages.
Hashtags like #ad or #sponsored are useful, but do not replace enabling TikTok’s built-in disclosure tool. Many markets also require a local language label for “partnership/sponsored.” Be sure to enable the toggle and add transparent hashtags to comply with both the platform and local laws.
When collaborating with a creator, you should keep the contract, authorization terms, brief, and proof of product/service delivery ready to present if TikTok or regulatory bodies request them, especially in the context of increased enforcement of advertising transparency in 2024–2025.
TikTok frequently updates its Community Guidelines and commercial framework (for example, the update effective September 13, 2025, which focuses on tightening commercial content and AI-generated content). Businesses and creators need to conduct regular reviews to avoid new policy violations.
Even when you meet all the standards, branded content still needs to have that “TikTok feel”: natural, entertaining, and useful. Prioritize native formats, concise storytelling, clear CTAs, and A/B test different caption/creative variations to be both effective and compliant with the rules. (We recommend following best practices based on TikTok’s advertising and branded content guidelines.)
Running a TikTok branded content ad campaign isn’t just a simple process; it requires following specific setup steps:
Advertisers need to log in to their TikTok One account, which is the official platform for managing and launching creator collaboration campaigns. After logging in, go to the Projects section and click Create a project to start.
In the format selection section, choose Branded content with creators. Then, click Standard to let the system determine the basic requirements for the campaign’s quality and direction.
In this step, you need to enter your Brand Information (including brand name and industry) and Contact Information so that TikTok and the creator can connect easily. Then, fill in the Project Details, including the Project Name and Project Description, to help the creator understand the goals and requirements.
The advertiser needs to select the creator’s country and the language to be used in the content. This ensures the message is suitable for the target market.
There are two options for distributing the content:
Additionally, you can set an ad authorization period if needed.
If you have any, select and add Anchors to highlight the content or a CTA in the video. Next, link the TikTok Ads Manager account you want to use to launch the Spark Ads to track and optimize performance.
Enter the full Product Name and Product Description to help the creator understand the value the product provides and convey it accurately in the video content.
In this step, you can enter Video Preferences, specifying the desired style or message. At the same time, upload a reference video to inspire and provide clearer direction for the creator when producing the content.
TikTok One supports various payment methods to suit different needs:
Once completed, review all the project details to ensure no important information has been missed, then click Submit. Note that you can still edit the project until the final brief is officially shared with the creator.
You can invite creators in three ways:
Branded content ads on TikTok are a solution that helps businesses connect more deeply with the community through the creativity of content creators. By implementing the right process and fully utilizing the tools TikTok provides, brands can not only build a relatable, trustworthy image but also increase brand recognition and media effectiveness in a short amount of time. This is a smart move to create sustainable campaigns with a strong reach on today’s leading entertainment platform.
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Frequently Asked Questions
TikTok branded content ads allow businesses to directly partner with creators to produce original content that is more relatable and likely to go viral, instead of just displaying a regular ad. This helps increase engagement and build trust with users.
Before starting, a business should prepare its brand and product information, a projected budget, and a desired content idea. Additionally, it needs to clearly define the target audience, select a suitable creator, and set up a payment method to ensure the campaign is effective and transparent.
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