TikTok Ads: how to create (good) ads

We have already written a complete post about TikTok Ads Manager, the platform for creating ads on this social network. There you will find the necessary guidance to set up your advertising campaigns on TikTok from a technical point of view.

 

The approach we will give you today is more aimed to see how ads should be in terms of format and creativity. Because not everything goes, and in TikTok it is very important not to make false moves... or the GenZ will see what you are up to right away.

Let's start with the formal issue. Issues such as structure or duration have a more than direct relationship with the amount of impressions and conversions they can report.

 

According to data from TikTok Business Center (an internal resource page I recommend that you follow), there are several relevant issues. The ideal format meets these premises:

Having these 5 points well worked, you will be closer to having a good TikTok ad, at least from a formal point of view. Next, we will go into creative matters, which is particularly important in this case.

We have already commented many times when talking about TikTok that this social network has its own codes and idiosyncratic buying behavior. All of this has a lot to do with what the content is like and what its audience demands.

 

When it comes to creating an ad for TikTok, the first thing to be considered is that there is a core idea that is branded by fire on the platform: "Don't make ads, make TikToks".

 

If you are used to selling on Facebook Ads, for example, you know that creating specific conversion-oriented posts tends to work better than promoting organic content. Let's just say there is a pretty clear difference between content geared to entertain/inform, and content geared to convert.

 

But TikTok advocates a single line at the editorial level. The audience of this network is willing to consume advertising, but it requires a bit more creativity from advertisers: it demands that we somehow step in their timeline and become part of the experience.

 

Let's say that the approach of brands to TikTok audience should be emotional, trying to generate trust and to be easy to love. To sum up, become what they call a love brand.

 

It is very important that you manage to create a consistent brand speech and interact with the audience in a close way, both in paid and organic content.

 

You have to be relevant and on trend. Do not hesitate to use the trending music at the moment or the meme that works best. Add them to your message and do it creatively, you will see how your impact increases.

 

Finally, do not lose the focus on trust. Resources such as the use of influencers (or content creators relevant to your target audience) are a good way to approach a community that is open to discover new things when they come from relevant people and brands. By the way: pets are a resource that is often used and works wonders.

 

Today, 47% of a brand's sales growth comes from content. That is not just me, it is Nielsen consulting firm.

The best thing is always to consume lots and lots of TikTok. You have to do the exercise of identifying patterns, content trends, see what other brands and influencers are doing... if you do it calmly you will be able to extract patterns and trends, look at all those TikToks without prejudice.

 

On the other hand, and in this TikTok is doing a great job, you can go to the platform called Creative Center. Here you can access real campaigns with examples of their performance. They even tell you when the link click rate, likes and shares are highest. It is really a resource that is quite enlightening.

Take a look at this link.

And there are many more: we recommend you take a look at Creative Center and TikTok itself for inspiration and to adapt it to your brand.