How to Create TikTok Collection Ads: A Step-by-Step Tutorial for 2024

In the ever-evolving world of digital marketing, TikTok has emerged as a powerful platform for brands looking to connect with their target audience. One of the most effective tools for e-commerce on TikTok is the TikTok Collection Ads. These ads allow users to discover and browse products directly within the app, creating a seamless shopping experience. However, it's important to note that as of April 2023, TikTok no longer supports Collection Ads, and their functionalities have been integrated into Video Shopping Ads. This article will guide you through the process of creating TikTok Collection Ads (for those who still have access) and also introduce you to the new Video Shopping Ads format.

What Are TikTok Collection Ads?

TikTok Collection Ads are interactive, shoppable video ads that let users browse products via an Instant Gallery Page without leaving the app. When users tap on your video ad, they’re taken to a fast-loading Instant Gallery Page where they can browse a curated set of products tailored to their interests. This format combines TikTok’s signature full-screen, sound-on experience with a smooth in-app shopping flow, helping brands reduce drop-offs and drive more conversions.

How Do TikTok Collection Ads Work?

TikTok Collection Ads work by combining a video ad with an Instant Gallery Page—a fast-loading, in-app landing page that showcases multiple products. When users see your ad in the For You feed and tap on the product card or CTA button, they’re taken directly to the Instant Gallery Page. Here, they can browse a curated selection of items—each personalized based on their browsing behavior, interest signals, and TikTok’s recommendation algorithm. From there, users can tap any product to complete the purchase on your website or TikTok Shop (if integrated).

Key Specifications for TikTok Collection Ads

• Aspect Ratio: 9:16 (recommended), 1:1, or 16:9
• Resolution: ≥ 720 × 1280 px
• File Format: MP4, MOV, MPEG, or AVI
• Video Length: 5–60 seconds (15s or less performs best)
• File Size: ≤ 500 MB
• Caption Length: Up to 2,200 characters
• Audio: Must include sound (either original or licensed)
• Ad Placement: In-Feed (For You Page)
• Attachment: Instant Gallery Page (required)

Pro tip: Use vertical videos (9:16) and keep your product visuals clear within the first 3 seconds—this is when most users decide whether to keep watching or scroll away.

How to Create TikTok Collection Ads

Before getting started, you should prepare meticulous product information, especially high-resolution images. There are two main steps to creating Collection Ads:

Step 1: Set Up Your Catalog

A catalog is a TikTok Ads Manager feature that allows you to manage basic product information such as descriptions, images, product videos, links, sizes, availability, and more. You can use the data in your catalog to create a variety of dynamic showcase ads that provide personalized product recommendations to your target audience.

Steps to Set Up Your Catalog:

1. Create a Catalog: Log in to your TikTok Ads Manager account and navigate to the “Catalogs” section under the Asset tab. Click on Catalogs and then on the Create button. Provide essential information such as Catalog name, Business Center account, and Industry. Click Create to establish your catalog.
2. Upload Products: Populate your catalog with product information. You can manually add products, set up a data feed schedule, upload a file, or import from Google.
3. Manage Your Catalog: Utilize features like managing and adding products, creating product sets, setting up catalog rules, connecting event sources, and creating video packages.

Step 2: Create Collection Ads

The process of publishing Collection Ads can be divided into two steps:

Step 1: Set Up the Campaign

1. Choose an Advertising Objective: At the Campaign level, choose an Advertising Objective supported by Collection Ads: Traffic or Conversions. Please note that Traffic and Conversions are fully supported. Reach and Video Views are only available by allowlist.
2. Set Up the Ad Group: At the Ad Group level, choose Website as your Promotion Type, select a TikTok Pixel, and select Optimization event. Ensure that the Ad Group’s Location is the same as your catalog.
3. Configure Ad Settings: Under Ad setup, choose Recommended Combination as your Ad Format and Collection Ads as the Attachment Experience. Enter your ad details and click Create Instant Experience to open the Instant Gallery Page Editor and configure your Instant Gallery Page.

Step 2: Build an Instant Gallery Page

1. Add Products: Select from Catalog: This allows you to make a gallery of the products in your catalogs. You should import your products from a catalog, as this will allow you to dynamically display the order of your products based on how they rank for each visitor.
2. Manually Add Products: Directly on the Instant Gallery Page Editor, you can enter information about the products you want to promote.
3. Product Approval: Every product you add to your Instant Gallery page must go through the ads review process. You can check the product approval results on the Catalog page. The product won’t be shown in your Collection Ads/Instant Gallery Page if it doesn’t pass.

Best Practices for TikTok Collection Ads

To get the best results from your TikTok Collection Ads, focus on both creative quality and shopping experience optimization. Here’s what works best in 2024:

1. Keep Your Product Set Focused: Feature 4–8 key products in your Instant Gallery Page. A concise selection helps users focus on what matters and reduces drop-offs.
2. Use High-Quality, Mobile-First Visuals: Ensure your videos and product images are vertical (9:16), high resolution, and shot in good lighting. The first three seconds are crucial—start strong with motion or emotion.
3. Connect Your Catalog or TikTok Shop: Integrate your product catalog or TikTok Shop inventory so users can browse personalized products directly inside the app. This also enables dynamic updates and automatic stock syncing.
4. Optimize Your Instant Gallery Page: Use short, clear product titles and minimal text. Keep the layout visually consistent and prioritize fast loading. A clutter-free design improves click-through and conversion rates.
5. Combine With Creators or Spark Ads: Partner with relevant creators or use Spark Ads to run Collection Ads from authentic posts. This boosts trust and engagement, especially for fashion, beauty, and lifestyle brands.
6. Track and Test Performance: Monitor key metrics like CTR, CVR, and View-to-Click rate in TikTok Ads Manager. A/B test creative variations, captions, and product order to see what drives the most conversions.

Successful TikTok Collection Ads Examples

Several brands have successfully leveraged TikTok Collection Ads to boost their sales and brand awareness. One notable example is MAKE UP FOR EVER, which saw a 94% increase in conversion rate and a 51% decrease in cost-per-action after using Collection Ads.

Case Study: MAKE UP FOR EVER

• Objective: Launch a new foundation, WATERTONE, and collaborate with creators to co-create impactful media content.
• Solution: The campaign was divided into two stages—Awareness and Conversions. In the Awareness stage, they worked with French creators to produce native-feel content, which ran as In-Feed Ads. In the Conversions stage, they deployed TikTok’s latest eCommerce ad solution—Collection Ads.
• Result: The campaign generated over 11M impressions and 10M video views across France. Collection Ads helped secure a 94% increase in CVR and a 51% decrease in CPA.

Conclusion

TikTok Collection Ads provide users with a seamless shopping experience, from viewing the ad to completing the payment. With this advantage, businesses can reduce the rate of users exiting the shopping journey and increase revenue. However, as of April 2023, Collection Ads are no longer available, and their functionalities have been integrated into Video Shopping Ads. If you're looking to create shoppable content on TikTok, consider exploring the new Video Shopping Ads format.

Whether you're just starting out or looking to refine your strategy, understanding how to create and optimize TikTok Collection Ads (or Video Shopping Ads) can significantly enhance your e-commerce efforts on the platform. By following the steps outlined in this tutorial, you’ll be well-equipped to leverage TikTok’s powerful advertising tools and drive meaningful results for your brand.