Brand Safety at TikTok: Building brand-safe solutions

Over the past year, TikTok has made a concerted effort to put brand safety front and center across our advertising products. Our focus on building brand-safe solutions is based on a strategic embodiment of our values and beliefs as a company and reflects where we see the industry moving in the future. Each of our five primary formats has distinct features that help strengthen brand safety.

TopView & Brand Takeover

Being first can have its benefits. In the case of TikTok’s TopView and Brand Takeover placements, they are the first thing people see when they open the TikTok app. This premium positioning not only gives brands prominent, front-of-mind placement—it also has substantial brand safety benefits unique to these formats. Both formats offer 100% share of voice with full-screen content and have no preceding videos. Our safety team takes additional precautions to review videos as they rise in popularity to reduce the likelihood of content that may not be appropriate for a general audience entering our recommended system.

In-Feed Ads

In-Feed Ads are the foundation for most of TikTok’s advertising offerings. They are also full-screen videos, offering 100% share of voice, natively in a user's For You feed. It can be daunting placing your content in the middle of community-built organic content, but rest assured TikTok has worked diligently to provide brand-safe solutions for In-Feed Ads as well.

Our proprietary TikTok Inventory Filter, third-party pre-campaign solutions from OpenSlate and IAS and post-campaign measurement solution from Zefr all provide verification that your business’s risk tolerance is respected on the TikTok platform. Available in many markets and buying types around the world, brands can be confident that their ads will be delivered alongside safe and suitable content thanks to these solutions.

Branded Hashtag Challenge & Branded Effect

Branded Hashtag Challenge and Branded Effect are two of TikTok’s most innovative, engaging and collaborative ad formats. They generate engagement by prompting users to join the conversation through creative challenges and fun effects. We want all brands using these unique formats to be able to engage their audiences safely and securely with their messaging.

That's why we provide customized campaign management services, working closely with brands to curate their challenge pages. Branded Hashtag Challenges and Branded Effect also benefit from the same robust content moderation applied to all user videos on the TikTok platform.

You’re always in control

Just like our users, brands have control over their experience on TikTok. While we believe that comments are a valuable way to connect with our community, our Comment Management Tool lets you filter out responses by keywords from a blocklist, hide or un-hide individual comments, pin a comment to the top of your ad, view and export comments for analysis or disable them altogether if you prefer. With many of these features recently introduced, we're always iterating on our offerings to keep you in control.

Our dedication to brand safety is not a one-time initiative. This is an ongoing commitment to safety across the entirety of the TikTok platform, for users as well as brands and businesses.

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