How to Create the Best Ads on TikTok: A Guide for Marketers
Hi online friends, If you're looking for a way to reach a massive and engaged audience, you might want to consider advertising on TikTok.
TikTok is one of the most popular social media platforms in the world, with over 1 billion monthly active users and 2.6 billion downloads as of 2021[^1^].
But what makes TikTok so appealing for advertisers?
First of all, TikTok is a platform where creativity thrives. Users can create and share short videos with various effects, filters, music, and sounds. They can also participate in challenges, trends, and hashtags that generate viral content.
Second, TikTok has a diverse and loyal user base. According to TikTok's own data, 60% of its users are between 16 and 24 years old, and they spend an average of 52 minutes per day on the app[^2^]. Moreover, TikTok users are not only consumers, but also creators and influencers who can shape the opinions and preferences of their peers.
Third, TikTok offers a variety of ad formats and features that cater to different marketing objectives. Whether you want to increase brand awareness, drive traffic, generate leads, or boost sales, you can find an ad solution that suits your needs.
In this article, we'll show you how to create the best ads on TikTok that will make your audience tap the link. We'll also share some examples of successful TikTok ads from different brands and industries.
What are the types of ads on TikTok?
TikTok offers several types of ads for advertisers to choose from, depending on their budget, goals, and target audience. Here are the main ones:
In-feed ads
In-feed ads are video ads that appear in between user-generated content on the For You page or the Following page. They can be up to 60 seconds long and support various call-to-action buttons, such as website links, app downloads, or landing pages.
In-feed ads are ideal for driving conversions, as they allow you to directly communicate your value proposition and encourage users to take action. They are also relatively affordable compared to other ad formats, as they use a cost-per-click (CPC) or cost-per-thousand-impressions (CPM) bidding model.
To create an effective in-feed ad, you need to:
- Capture attention within the first few seconds with a catchy hook or a compelling offer.
- Use vertical videos that fill up the entire screen and match the native look and feel of TikTok.
- Include relevant hashtags, keywords, and captions that align with your message and target audience.
- Add music or sound effects that enhance your video and fit your brand personality.
- Include a clear and strong call-to-action that tells users what to do next.
Here's an example of an in-feed ad from DoorDash that shows how they were able to afford AirPods Pro in 48 hours by delivering food with DoorDash[^3^]:
TopView ads
TopView ads are video ads that appear as soon as users open the app. They can be up to 60 seconds long and support sound-on playback and various call-to-action buttons.
TopView ads are ideal for increasing brand awareness and reach, as they guarantee maximum exposure and attention from users. They are also more immersive and engaging than other ad formats, as they leverage the full-screen format and high-quality sound.
To create an effective TopView ad, you need to:
- Use high-quality videos that showcase your brand story or product features in an appealing way.
- Use captivating visuals, effects, filters, or animations that grab attention and stand out from other content.
- Use music or sound effects that match your video content and brand tone.
- Include a clear and strong call-to-action that tells users what to do next.
Here's an example of a TopView ad from CoverGirl that promotes their new mascara product[^4^]:
Brand Takeover ads
Brand Takeover ads are video or image ads that appear as soon as users open the app. They can be up to 5 seconds long and support various call-to-action buttons.
Brand Takeover ads are ideal for increasing brand awareness and reach, as they guarantee maximum exposure and attention from users. They are also exclusive and limited, as only one advertiser can take over a category per day.
To create an effective Brand Takeover ad, you need to:
- Use high-quality videos or images that showcase your brand logo or product in a clear and prominent way.
- Use simple and minimal visuals that avoid clutter and distraction.
- Use music or sound effects that match your video or image content and brand tone.
- Include a clear and strong call-to-action that tells users what to do next.
Here's an example of a Brand Takeover ad from Clearly that promotes their glasses products:
Spark ads
Spark ads are video ads that leverage existing organic content from TikTok creators. They can be up to 60 seconds long and support various call-to-action buttons.
Spark ads are ideal for increasing brand awareness and engagement, as they allow you to tap into the influence and authenticity of TikTok creators. They are also more cost-effective and scalable than other ad formats, as they use existing content rather than creating new ones.
To create an effective Spark ad, you need to:
- Identify and partner with TikTok creators who have relevant and engaged audiences for your brand.
- Choose organic content that showcases your brand or product in a positive and natural way.
- Add your own branding elements, such as logo, slogan, or hashtag, to the content.
- Include a clear and strong call-to-action that tells users what to do next.
Here's an example of a Spark ad from HelloFresh that leverages a vlog-style video from a TikTok creator:
Hashtag Challenge ads
Hashtag Challenge ads are video ads that invite users to participate in a branded challenge on TikTok. They can be up to 60 seconds long and support various call-to-action buttons.
Hashtag Challenge ads are ideal for increasing brand awareness and engagement, as they allow you to create a viral campaign that encourages user-generated content. They are also more interactive and fun than other ad formats, as they leverage the social and creative nature of TikTok.
To create an effective Hashtag Challenge ad, you need to:
- Create a catchy and memorable hashtag that represents your brand or campaign theme.
- Create a video that demonstrates the challenge and explains the rules and rewards.
- Partner with TikTok creators or influencers who can promote the challenge and inspire others to join.
- Monitor and moderate the challenge content and interact with the participants.
Here's an example of a Hashtag Challenge ad from Kung Fu Tea that invites users to show their best dance moves with their drinks:
How to measure the performance of your ads on TikTok?
TikTok provides various metrics and tools to help you measure the performance of your ads on TikTok. Here are some of the main ones:
Impressions
Impressions are the number of times your ad was shown to users on TikTok. They indicate the reach and exposure of your ad campaign.
Clicks
Clicks are the number of times users clicked on your ad or call-to-action button on TikTok. They indicate the interest and engagement of your ad campaign.
Click-through rate (CTR)
Click-through rate (CTR) is the percentage of impressions that resulted in clicks on your ad or call-to-action button on TikTok. It indicates the effectiveness and relevance of your ad campaign.
Conversions
Conversions are the number of times users completed a desired action after clicking on your ad or call-to-action button on TikTok. They indicate the success and outcome of your ad campaign.
Conversionrate (CVR)
Conversion rate (CVR) is the percentage of clicks that resulted in conversions on your ad or call-to-action button on TikTok. It indicates the efficiency and quality of your ad campaign.
Cost per click (CPC)
Cost per click (CPC) is the average amount you pay for each click on your ad or call-to-action button on TikTok. It indicates the cost-effectiveness and profitability of your ad campaign.
Cost per mille (CPM)
Cost per mille (CPM) is the average amount you pay for 1,000 impressions of your ad on TikTok. It indicates the cost-effectiveness and profitability of your ad campaign.
Return on ad spend (ROAS)
Return on ad spend (ROAS) is the ratio of revenue generated by your ad campaign to the amount spent on it on TikTok. It indicates the return and value of your ad campaign.
To access these metrics and more, you can use the TikTok Ads Manager, which is a self-service platform that allows you to create, manage, and optimize your ad campaigns on TikTok. You can also use third-party tools, such as Google Analytics, Facebook Pixel, or Appsflyer, to track and measure your ad performance on TikTok.
How to optimize your ads on TikTok?
TikTok provides various features and best practices to help you optimize your ads on TikTok. Here are some of the main ones:
A/B testing
A/B testing is a method of comparing two or more versions of your ad to see which one performs better on TikTok. You can test different elements of your ad, such as video, caption, hashtag, call-to-action, or audience. A/B testing can help you improve your ad performance and optimize your ad budget.
Creative optimization
Creative optimization is a feature that automatically generates multiple variations of your video ad based on different combinations of video clips, music, and captions. You can then select the best-performing variations for your ad campaign. Creative optimization can help you save time and resources and increase your ad performance.
Smart video
Smart video is a feature that automatically optimizes your video content for different platforms and devices. It can help you improve your video quality, resolution, aspect ratio, and loading speed. Smart video can help you enhance your user experience and increase your ad performance.
TikTok Pixel
TikTok Pixel is a code snippet that you can install on your website or app to track and measure the actions of users who interact with your ads on TikTok. It can help you optimize your conversion tracking, audience targeting, remarketing, and attribution. TikTok Pixel can help you improve your ad performance and optimize your ad budget.
Conclusion
TikTok is a powerful platform for advertising, as it offers a large and engaged audience, a creative and diverse content environment, and a variety of ad formats and features.
To create the best ads on TikTok, you need to understand your audience, choose the right ad format, create engaging and authentic video content, measure and optimize your ad performance, and follow the latest trends and best practices.
We hope this article has given you some insights and inspiration for creating the best ads on TikTok. If you need more help or guidance, feel free to contact us at [email address] or visit our website at [website link].
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