Before getting started: This information only applies to the display of Call to Action (CTA) Button on the TikTok app.
On TikTok Ads Manager, a call to action (CTA) is part of the ad that urges someone to take an action after watching the ad. This article will provide of an overview of how the CTA button is displayed on TikTok, including:
Where the CTA button appears
How the CTA button is displayed
Scenarios where the CTA button does not appear
Note: A CTA will only appear in ads that drive traffic to a landing page or app download page. A CTA will not appear in a Reach or Video Views campaign unless a URL is added to the ad's creative.
Placement of the Call to Action Button
The factors that will determine where the call to action button will appear in your ads are:
Ad Format: Non-Spark Ads, Spark Ads
Buying Type: Auction, Reservation
Type of Landing Page: App Download or Landing Page
In non-Spark Ads
In non-Spark Ads Ads the call to action button will appear:
At the bottom of your in-feed ad while it plays.
In the comment panel of your in-feed ad.
At the end of your in-feed video ad. The color of the CTA button will depend on the method used to purchase the ad.
In Spark Ads
In Spark Ads, the call to action button will appear:
At the bottom of your in-feed ad while it plays.
In the comment panel of your in-feed ad.
On the Profile Page of the Identity that published the Spark Ads. The text of the CTA will vary if it leads to an App Download Page or a Landing Page.
At the end of the video.
Display Strategy of the Call to Action Button
On TikTok, the CTA button is built from two parts: the CTA Content, and the CTA Background color.
The CTA Content is the text and hyperlink
The CTA Background Color highlights the button
On TikTok, the CTA Content will appear first and then the CTA Background Color appear later. By staggering the two, it helps your audience focus their attention on your content and makes your ads appear native to TikTok.
CTA Appears
Background Color is Added
Note: The CTA Background Color is automatically selected by the system based the colors in your video.
Timing of CTA Content and Background Color
For Reservation and Reach & Frequency Ads
Ad Type | CTA Content | CTA Background Color |
|---|---|---|
In-feed video ads | Persistent in the ad | Appears after 2 seconds of video play |
Topview ads | Appears after 3 seconds of video play | Appears after 5 seconds of video play |
For Auction Ads
Ad Type / Ad Group Type | CTA Content | CTA Background Color |
|---|---|---|
CPC / CPM | Persistent in the ad | Appears after 5 seconds of video play |
*oCPM | Appears after 3, 4, or 5 seconds of video play | Appears after 4, 5, 6, or 7 seconds of video play |
*CPV | Appears after 5 or 6 seconds of video play | Appears after 4, 5, 6, 7, 8 seconds of video play |
For oCPM and CPV ad groups a time range is given as the exact timing that the CTA appears will be dynamically selected based on a person's past video consumption habits.