▷ 8 Best Practices for Successful TikTok Ads

The social network TikTok has been one of the most popular for a few months. In France alone, TikTok has more than 11 million active users who even connect several times a day. TikTok deploys its own advertising network at the end of 2019 and offers brands and companies the opportunity to advertise on the network. There are many formats, ad placements and visual effects. Additionally, advertisers can rely on user engagement to drive ad results…

In fact, the latter easily lend themselves to games from advertisers, reusing their content or participating in branded competitions. This behavior is hardly noticed in other social networks.

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

However, it is not enough to collect all the ingredients. You still need to know and master the recipe for creating successful TikTok ads.

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

1. Start your ads with an attractive visual

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

On TikTok, content scrolls at full speed: as soon as your video is ready, another takes over, not to mention that users are used to browsing social networks and “scrolling” in search of content that really interests them “. Making your ads aesthetically pleasing from the start is a surefire way to grab users’ attention and keep them engaged.

So try adding an attention-grabbing image with bright colors or on-screen text.

2. Favor short TikTok ads

TikTok users don’t use this social network to watch long and informative videos. They search the social network for fun, dynamic and lively content.

For this reason, video lengths on TikTok are also limited to 60 seconds. Don’t get me wrong though, if you’re making 60-second videos, that’s way too long for ads on TikTok.

Do you prefer shorter videos, e.g. B. between 9 and 15 seconds. Remember that your ad should be clear, concise and contain only essential information about your offer.

3. Add captions to your ad

If the visual elements are important in a video, the audio elements are just as important. However, sometimes users do not turn on the volume while playing a video. This can be the case, for example, with a user browsing TikTok during their bus ride.

In this context, if a user sees your ad without sound, they may not understand the meaning. In addition, the user might skip your video without paying attention.

For this reason, it pays to add captions to your ads to best engage users.

4. Add a music track to your TikTok ads

Adding a music track to your ads makes them more entertaining overall and helps engage users more.

Just make sure to keep the volume of the music at a background level so it doesn’t overwhelm other important audio elements in your ad.

5. Add descriptions to your TikTok ads

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

However, you cannot rely on everyone who is touched by your advertisement to watch it to the end. And that, even if it only takes 15 seconds.

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

If the number of characters allows, we advise you to also add marketing elements to your description: your USP or even a call-to-action.

6. Create TikTok ads in vertical format

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

By creating vertical videos, you can offer users a more professional video. Depending on the context, it could even be interpreted as “organic” video, which tends to produce more interesting results.

In addition, the vertical format certainly allows you to add your subtitles or other relevant textual (or visual) elements to promote your offer.

7. Center the important elements of your TikTok ad

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

When your video is broadcast on TikTok, the platform-specific elements will appear: share button, like button, piece of music playing…

These elements can obscure the outer edges of your ad.

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

You could also import your video ad into a TikTok mockup to ensure all elements are properly distributed.

8. Add a compelling call to action

A good call-to-action is one of the essential elements of a social media ad.

When a user sees your ad, they’ll be notified of your offer. However, this is not only what you expect him to do, you surely want him to take an action: visit your website, make a purchase, request additional information…

A call-to-action tells them what to do after they see your ad.

Calls to action don’t have to be fancy. It can simply be a button that says Buy Now, Learn More, or Get Started.


You now have several new strings to your bow to succeed on TikTok. Mastering TikTok ads mostly comes with practice. Start creating your new ad now by following the 8 best practices above.

However, mastering these best practices is not enough to create successful campaigns. You still need to know the ins and outs of TikTok advertising.

Leave a Comment