8 best practices to follow for successful tiktok ads

For several months now, the TikTok social network has been one of the most popular. In France alone, TikTok registers over 11 million active users who connect multiple times a day. At the end of 2019, TikTok deploys its own advertising network and offers brands and companies the possibility of advertising on the network. There are many formats, ad placements and visual effects. On top of that, advertisers can rely on user engagement to increase advertising results…

Indeed, the latter readily lend themselves to advertisers’ games by reusing their content or participating in brand contests. This behavior is rarely seen on other social networks.

Simply put, all the ingredients are in place to allow brands and businesses to achieve their marketing goals through advertising on TikTok.

However, gathering all the ingredients is not enough. You still need to know and master the method of creating successful TikTok ads.

In this article, we share 8 best practices to follow for successful TikTok ads.

1. Begin your ads with an eye-catching visual element

This advice appeals to human nature itself. We love to see beautiful things!

On TikTok, content scrolls at full speed: once your video is finished, another takes over, not to mention that users are used to browsing the social network and looking for content. Let’s do “scrolling” in what really interests them. Making your ads attractive from the start is a surefire way to grab user attention and keep them engaged.

So try adding an attention-grabbing scene by using bright colors or on-screen text.

2. Prefer short TikTok ads

Tiktok users do not use this social network to watch long and informative videos. They browse social networks to see entertaining, dynamic and animated content.

This is the reason why the video length on Tiktok is limited to 60 seconds. However, don’t get me wrong by making 60 second videos, that’s too long for ads on TikTok.

For example, prefer short videos between 9 and 15 seconds. Keep in mind that your ad should be clear, concise and share only the essential information about your offering.

3. Add Captions to Your Ad

If visual elements are important in a video, then sound elements are equally important. However, sometimes users do not turn up the volume while playing the video. For example, it could be the case of a user who browses TikTok during his bus journey.

In this context, if a user sees your ad without a sound, they may not understand what it means. In addition, the user can leave your video regardless.

Because of this, it’s worth adding captions to your ads to engage users in the best possible way.

4. Add a Music Track to Your TikTok Ads

Adding a music track to your ads makes them more enjoyable overall and helps to attract more users.

Just be sure to keep the music volume at background level so it doesn’t overpower the other important audio elements of your ad.

5. Add details to your TikTok ads

Let’s say your ad is created. In addition, it respects all good practices of attractive advertising.

However, you cannot count on everyone who will be impressed to see your ad till the end. And this, even though it only lasted 15 seconds.

To override this, we recommend adding a short description. This description should be a short transcript of your video, so that the user can understand the content without even looking at it.

If the number of characters allows it, we also recommend adding marketing elements to your description: your USP, or even a call to action.

6. Create Vertical Format TikTok Ads

Tiktok is formatted for use on smartphones. This means that vertical videos are more interesting, while horizontal videos are allowed.

Creating vertical videos allows you to provide users with more professional videos. Depending on its context, it can also be interpreted as “organic” video, providing more interesting results.

Additionally, the vertical format will allow you to add your own subtitles or other relevant text (or visual) elements to promote your proposal.

7. Center Key Elements of Your TikTok Ad

This reminder may seem trivial. However, many content creators and advertisers still eschew this principle.

When your video is broadcast on TikTok, elements specific to the platform are displayed: the share button, such as the button, the piece of music in playback…

These elements can obscure the outer edges of your ad.

For this reason, remember to center all the important elements of your ad.

You can also import your video ad into a TikTok mock-up to make sure all the elements are delivered properly.

8. Include a Compelling Call to Action

A good call to action is one of the essential elements of social media advertising.

If a user sees your ad, he or she will be notified of your offer. However, it’s not just what you expect of him, you definitely want him to do one thing: visit your site, make a purchase, request additional information…

The call to action will let them know what else they need to do after seeing your ad.

Call to action doesn’t have to be fancy. It may just be a button that says “Buy Now”, “Learn More” or “Get Started”.


You now have many new strings to be successful on Tiktok. Mastering TikTok ads mostly comes with practice. Get started by creating your new ad now by following the above 8 best practices.

However, mastering these best practices will not be enough to create successful campaigns. You still need to know the specifics of TikTok advertising.

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