It seems like TikTok evolved from a niche social media platform into a global phenomenon overnight, picking up where Vine left off with short, engaging videos.
Maybe entertainment does need to be a bit longer than six seconds, or maybe it’s just that TikTok tapped into something more profound. Initially popular among Gen Z, TikTok has now expanded its reach across various demographics, making it an indispensable tool for marketers.
As the platform grew, so did the opportunities for businesses to tap into its unique, trend-driven ecosystem through advertising.
In its early days, TikTok ads were relatively simple, primarily consisting of in-feed videos and branded hashtags. However, as the platform matured, so did its advertising options, allowing brands to create more sophisticated and targeted campaigns.
Today, TikTok offers a variety of ad formats, from TopView and Branded Effects to Spark Ads, each designed to capture attention in different ways. This evolution reflects TikTok’s understanding of its audience’s preferences—ads that don’t feel like ads, but rather, extensions of the content users already enjoy.
The platform’s emphasis on creativity and authenticity has also shaped the way brands approach their marketing strategies on TikTok. Unlike traditional platforms where polished, high-budget ads reign supreme, TikTok rewards content that is relatable, raw, and in tune with the latest trends.
This shift has democratized the advertising space, enabling even smaller brands to make a significant impact with the right approach.
With all this in mind, we’re going to walk you through the key tactics and best practices for creating TikTok ads that resonate with your audience and drive results.
- 1. Understand Your Audience and Platform
- 2. Leverage TikTok’s Trends
- 3. Structure Your Ad Like a Story
- 4. Optimize for Mobile and Full-Screen Viewing
- 5. Use High-Quality Production Techniques
- 6. Incorporate Music and Sound Strategically
- 7. Engage with Your Audience
- 8. Test and Optimize Continuously
- 9. Learn from Successful Examples
- 10. Don’t Forget the CTA
- Conclusion
1. Understand Your Audience and Platform
This is true for any platform, and it’s no less important on TikTok: Before diving into content creation, it’s crucial to understand who your audience is and how they engage with TikTok.
The platform skews younger, with a significant portion of users under 30, and it thrives on trends, challenges, and short, dynamic videos. But, really, it’s not enough to just be aware of the demographics of the audience: TikTok is a subculture, one you’ll need to understand if you want to effectively market to it.
2. Leverage TikTok’s Trends
TikTok is driven by trends—whether it's a viral dance, a catchy audio clip, or a specific meme format. To create an ad that feels native to the platform, tap into these trends and use them as templates for your storytelling.
According to TikTok, 77% of users appreciate it when brands participate in trends, making it a powerful way to connect with your audience. For example, a beauty brand might create a tutorial using a trending audio clip or a brand could jump on a viral challenge related to its product.
In the case of one beauty brand—e.l.f.—they went ahead and created their own branded challenge to great success.
3. Structure Your Ad Like a Story
You don’t need a complete narrative, per se, so much as you should remember that a good story has a beginning, middle, and end. Likewise, an effective ad follows the same structure, described with catchier words: hook, body, and close.
The hook is critical, as 90% of ad recall happens within the first few seconds. Use the hook to immediately grab attention—whether through suspense, humor, or surprise. The body should then convey the core message or showcase the product, ideally with visual branding cues.
Finally, the “story” should conclude with the key information covered. Videos including an end card with the details neatly summarized get a 47% increase in impressions.
4. Optimize for Mobile and Full-Screen Viewing
TikTok is a mobile-first platform, and your ads should be designed accordingly. This means creating vertical videos (9:16 aspect ratio) that take full advantage of the screen space.
Shooting video in landscape mode has an obvious downside, shrinking your ad to a third of the screen. But remember that the medium is also the message, and landscape mode is a surefire way to tell your viewers you have no idea who they are or what this “TikTok” thing is. They’ll ignore you faster than a phone call from an unknown number.
5. Use High-Quality Production Techniques
Yes, we did say TikTok is known for its raw and authentic content. But ads still need to maintain a level of professionalism. This includes using high-resolution footage, ensuring good lighting, and keeping the visuals sharp and clear.
Additionally, make sure your content respects TikTok’s UI “safe zones,” so none of your important visuals or text gets cut off by the platform interface that sits on top of the video.
6. Incorporate Music and Sound Strategically
Sound is a crucial element of TikTok content—88% of users say that sound is vital to their TikTok experience. Whether it’s background music, voiceovers, or sound effects, your ad should make thoughtful use of audio to enhance its appeal.
Pay close attention to what sounds are trending as they can give you a visibility boost. TikTok’s Commercial Music Library offers a selection of brand-safe tracks you can use, or you can create original sounds that align with your brand’s identity.
7. Engage with Your Audience
This form of media is called “social” for a reason: it isn’t a one-way platform. Interaction is key on TikTok. Brands that engage with their followers—whether by replying to comments, duetting with user videos, or participating in challenges—tend to build stronger relationships and greater loyalty. This interaction not only humanizes your brand but also boosts its visibility on the platform.
8. Test and Optimize Continuously
Perhaps the greatest feature of digital marketing is the agility with which you can test and refine your ads. TikTok’s landscape is constantly evolving, so it’s especially important to stay adaptable.
Regularly test different versions of your ads, trying out various creatives, CTAs, and targeting options. Use TikTok’s analytics to monitor performance and make data-driven decisions on which strategies to scale. A/B testing is especially effective in refining your approach and ensuring that your ads are always optimized for the best results.
9. Learn from Successful Examples
Looking at successful TikTok ad campaigns can provide valuable insights. For instance, the fashion brand Guess used the #InMyDenim challenge, encouraging users to showcase their style while wearing denim. This not only engaged users creatively but also subtly highlighted the product in an authentic, TikTok-native way.
10. Don’t Forget the CTA
Finally, every TikTok ad should end with a compelling CTA. This is your chance to convert engagement into action, whether that’s driving traffic to your website, encouraging app downloads, or prompting a purchase.
Not every ad needs a CTA—think of brand awareness campaigns—but for the ones that do, their importance can’t be overlooked. If the success of your ad is predicated on action from the viewer, you need to make a pretty compelling case for why and then make it easy for them to follow through.
Following these best practices facilitates the creation of TikTok ads that are not only aligned with the platform’s unique culture but also effective in achieving your marketing goals. TikTok’s dynamic environment rewards creativity, so don’t be afraid to experiment to find what resonates best with your audience.
Conclusion
By incorporating these strategies, you'll be well-equipped to create TikTok ads that not only align with the platform's culture but also deliver measurable results. Remember, TikTok thrives on creativity, authenticity, and adaptability—so don't be afraid to experiment and find what works best for your brand.
