8 best practices to follow for successful TikTok advertising -

For several months now, the TikTok social network has been one of the most popular. In The United Kingdom alone, TikTok has more than 11 million active users who even log in several times a day. At the end of 2019, TikTok is rolling out its own advertising network and offers brands and businesses the possibility of advertising on the network. There are many formats, advertising placements and visual effects. In addition to this, advertisers can rely on user participation to increase ad results …

Indeed, the latter lend themselves easily to the games of the advertisers by reusing their content or by participating in the contests of the brands. This behavior is little noticed on other social networks.

To put it simply, all the ingredients are there to enable brands and businesses to achieve their marketing goals through advertising on TikTok.

However, bringing all the ingredients together is not enough. You still need to know and master the recipe for creating effective TikTok ads.

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

1. Start your ads with an attractive visual element

This advice appeals to the very nature of the human being. We love to see beautiful things!

On TikTok, the content scrolls at full speed: once your video is finished, another takes over, not to mention that users are used to strolling on social networks and “scrolling” in search of the content that interests them really. Making your ads aesthetically pleasing from the start is a sure-fire way to grab the user’s attention and keep them engaged.

So try adding an eye-catching visual by using bright colors or text on the screen.

2. Prefer short TikTok ads

TikTok users do not use this social network to view long and informative videos. They browse the social network to view entertaining, dynamic and lively content.

This is also why video lengths on TikTok are limited to 60 seconds. Still, don’t get me wrong creating 60-second videos, that’s way too long for ads on TikTok.

Prefer shorter videos, between 9 and 15 seconds, for example. Keep in mind that your advertising should be clear, concise, and only share essential information about your offering.

3. Add captions to your ad

While visual elements are important in a video, so are sound elements. However, there are times when users do not turn on the volume while playing video. For example, this could be the case of a user who browses TikTok during their bus trip.

In this context, if a user views your ad without sound, they might not understand the meaning. On top of that, the user might skip your video without paying attention.

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

4. Add a piece of music to your TikTok ads

Adding a piece of music to your ads makes them overall more enjoyable and helps them engage more users.

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

5. Add descriptions to your TikTok ads

Let’s say your ad is created. Moreover, it respects all the good practices of captivating advertising.

However, you can’t count on the fact that everyone who will be affected by your ad will watch it until the end. And that, even if it lasts only 15 seconds.

To override this, we recommend that you add a concise description. This description should be a brief transcription of your video, so that the user can understand its content without even having consulted it.

If the number of characters allows it, we also advise you to add marketing elements to your description: your USP, or 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, then vertical videos are much more interesting.

Creating vertical videos allows you to provide more professional video to users. Depending on its context, it could even be interpreted as an “organic” video which tends to offer more interesting results.

On top of that, the vertical format will definitely allow you to add your captions or other relevant text (or visual) elements to promote your offer.

7. Focus the important elements of your TikTok ad

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

When your video is broadcast on TikTok, the platform-specific elements are displayed: share button, like button, piece of music being played, etc.

These elements can obscure the outer edges of your ad.

For this reason, remember to keep all of the important elements of your advertising near the center.

You could also import your video ad into a TikTok mock-up to make sure everything is distributed correctly.

8. Include a compelling call to action

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

If a user views your ad, they will be informed about your offer. However, this is not only what you expect of him, you certainly want him to take an action: visit your site, make a purchase, request additional information …

A call to action will let them know what else to do after viewing your ad.

Calls to action don’t have to be fancy. It might just 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 comes mostly with practice. Start by creating your new ad now by following the 8 best practices above.

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