The same idea had two names depending on the screen, and a label is only useful if you can check it. Now ads follow one scale everywhere: Still paid, Top ad, Ad, Weak ad. Organic posts are Rising, Promise or App creator.
Open any video and "Why this label" walks you through it: TikTok's own ad flag, how its engagement compares with the other ads in the niche, or how many views it kept gaining between two of our visits. "How we label videos", in the report and in the Creatives tab, lists every rule and how each label performs in your niche. The short version: an ordinary ad gets about 1% engagement per view, a Top ad about 8%, as much as an organic post. It is the ad people do not treat as an ad.
- One scale for ads, no synonyms and no emojis
- Top ad now needs 100K+ views instead of 1M+, so small ads that work are no longer hidden
- Videos synced before we read TikTok's ad flag are marked as unknown, never counted as organic