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How to Nail Your TikTok Ad Creative

Katie Sullivan Porter
March 24, 2022

This is the second post in our three part series where we’ll dive into TikTok advertising and how you can leverage the platform to get in front of new audiences with unique and engaging content.

TikTok ads are relatively new, and considering how unique the TikTok video format is, marketers looking to conquer this new landscape could use all the help they can get. According to data straight from TikTok HQ, these best practices are your ticket to high-performing ads that reach their full ROI potential. 

Universal best practices

  1. Prioritize quality video

Analyzing top-performing ads showed TikTok exactly how important video quality is to performance. 83.2% of top-performing TikTok videos have a resolution of 720p or higher. And as a bonus, these videos get an average 5.4% lift in impressions. 

  1. Use sound

Sound matters. It doesn't matter whether you’re talking to the camera, playing a music track, or doing a voiceover– but your video needs to have sound. TikTok is a sound-on environment. Adding audio results in significantly more impressions, which is why the vast majority (93%!) of top-performing TikToks use audio. 

  1. Keep it short

TikTok is designed for short attention spans. Your ads need to accommodate this video format while still getting your message across. According to TikTok data, 1 in 4 top-performing videos is between 21 and 34 seconds long. Videos of this duration see a 1.6% lift in impressions. 

  1. Go full-screen

The full-screen viewing format is part of what makes TikTok unique to other social media platforms. If you want to take advantage of TikTok’s popularity for your social ads, your videos should play to the platform’s strengths. 98% of top-performing TikTok videos play full screen, without any border or black space getting in the way. And videos that adhere to the recommended 9:16 ratio get 60.5% more impressions. 

  1. Shoot vertically

The last thing you want is for your videos to snatch viewers out of the TikTok scrolling experience. Your content needs to feel natural on the platform, which is why shooting vertically is so important to TikTok ad success. Just think about it– if users have to turn their phones sideways to view your video, what’s keeping them from scrolling past it? Vertically formatted videos received 40.1% more impressions than those shot square or horizontally. 

Best practices for eCommerce

  1. Vary your scenes

When it comes to product placement on TikTok, mixing up your angles and settings goes a long way. 99% of top-performing eCommerce videos vary the way they showcase their products in a single video. When compared to videos that don’t use b-roll or transition footage, videos with varied scenes got a 40.6% lift in impressions.

  1. Caption your CTA

Captions are a vital element of all video content. They make your video accessible to your deaf and hard-of-hearing audience and give sound-off users the ability to consume your content without altering their phone settings. Captions become even more powerful when used for eCommerce ads on TikTok. Ads with captions that reinforce the CTA with on-screen text get 55.7% more impressions than ads without on-screen text. 

  1. Emphasize an offer

Advertising a special offer like a seasonal deal or discount code? VIdeos that include footage of a person emphasizing an offer get 67.4% more impressions than those that don’t. 

Best practices for gaming

Here are TikTok’s best practices for advertising games:

  • Spell out the CTA: Data shows that videos in the gaming category with a clear CTA on-screen experience 11.3% more impressions than those without.
  • Show the game: The gaming community prefers to see features and gameplay in action. Over half of gaming category videos do this (and they experience 12.6% more impressions as a result).
  • Include an end card: Summarizing download information, tips, and tricks at the end of the video got ads in the gaming category 47.3% more impressions.

Now that you know what it takes to create a winning TikTok ad, it’s time to put these best practices to work. TikTok’s editing tools simplify the process– they even have creative tools to help you repurpose content from other platforms into videos that mesh seamlessly with the platform’s top-performing ads. Once your videos are up and running, be sure to track and optimize their performance with Marin One. 

Ready to learn more about how MarinOne can expand your reach and drive growth on TikTok?

Click here for more info. 

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