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So you’ve created your brand’s latest TikTok ad campaign, submitted it to the platform via TikTok Ad Manager, and it’s been up and running for a while now. And while campaign performance monitoring shows that your ads are running and appearing on TikTok users’ timelines, there’s one big problem — you’re not seeing anywhere near the numbers of conversions you had hoped for.
If this situation sounds like a familiar one to you and your brand, you’re not alone. Creating TikTok ads that actually convert can be a significant challenge. But we’ve got good news. We’re here to share the insights and know-how needed to generate TikTok creative that gets the views and, perhaps more importantly, inspires the actions you’re seeking from consumers.
So, if you’ve ever asked yourself “Why are my TikTok ads not converting?” — you’ve come to the right place. Read on to learn how you can get more results out of your TikTok for Business efforts with ad creative that’s built to inspire action.
8 Tactics for Creating TikTok Ads that Capture Attention … and Convert
If your brand’s TikTok ads are struggling with low click-through rates, high bounce rates, low conversion rates or other issues, there’s a good chance your campaign settings need to be adjusted — and there are a million articles online that offer tips on navigating the campaign adjustments needed to improve your results.
… OR the problem could be that your ad creative could use improvement — and the online info in this area is considerably harder to come by. So if you suspect your ad creative may be the issue, and/or if you’ve adjusted your campaign settings and are still seeing lackluster results, consider these eight tips for creative best practices that can help your TikTok ad content shine:
1. Put a heavy focus on your ads’ first three seconds — With a long list of options for exploring on TikTok — and a seemingly shortening attention span among social media users of just about all types — your ads need to capture users’ attention right away. (Because if the creative doesn’t captivate quickly, of course, the average user will lose interest and swipe on to the next video, typically within five to six seconds.) While there’s no hard and fast rule for how quickly to set your hook, TikTok recommends you get it done within the first three seconds.
2. Include key info center-screen — There’s a lot happening on the video display in TikTok’s fast-paced, scroll-happy environment, including the account name, the video caption, and the like, follow, share and save buttons. Placing any key written information contained in your ad in the center of the screen helps ensure optimal visibility and engagement. Further, with users often consuming content on mobile devices and in various orientations, central placement enhances readability regardless of how individuals hold their phones. This strategic placement maximizes the likelihood of viewers absorbing essential messaging, driving higher conversion rates and brand recall.
3. Aim for authenticity … and sell it with a story — Largely due to the performative, unscripted and unpolished nature of the platform, TikTok users tend to value genuine connections and experiences over acted-out scenes that stick to a screenplay. As a result — and unlike with traditional advertising — overly scripted acting can come across as forced and out of touch with TikTok’s organic vibe, potentially turning off viewers. Alternatively, selling your brand’s products and/or services through storytelling can add depth and relatability to your creative content, helping you foster emotional connections with the audience. By embracing honesty and authenticity in your ads, you can not only capture attention but also build trust and loyalty among TikTok’s discerning audience, ultimately driving better engagement and conversion rates.
4. Keep it quick — TikTok was built on brevity, and this short and sweet principle applies to video ads on the platform, too. So, while your TikTok ad spots can be between five and 60 seconds in duration, TikTok for Business recommends keeping the clips between nine and 15 seconds. Short ads on the platform encourage higher engagement rates, as they fit seamlessly into the typical user’s browsing experiences — maximizing the chances of sparking curiosity and driving action. For a platform fit, try to trim any non-vital lulls and pauses out of your ads. And if a longer duration is needed, consider compiling a series of “quick cuts” with varying camera angles and speeds to add appeal and hold viewers’ attention.
5. Enhance your ads with effects and editing — When looking to capture audience attention and stand out from the crowd on TikTok, engaging editing and effects can give your ads a big boost. TikTok offers a broad range of native publishing tools, including AR filters, interactive stickers, dynamic transitions such as “Rotate” and “Fade,” a vast library of trending music tracks, video effects like “Mirror” and “Slow Motion,” and text overlays for impactful messaging. And by incorporating the right dynamic elements, whether it’s through eye-catching transitions like “Zoom In” or trendy visual effects like “Green Screen,” your brand can more effectively capture its target audience’s attention, enhance its storytelling and evoke emotions among viewers.
6. Don’t bury your branding — According to TikTok for Business, delaying branding until the conclusion of your TikTok ad results in a significant 17% decrease in brand linkage among viewers. To ensure optimal brand recognition and recall, it’s recommended that you include three to five brand cues throughout the ad. These cues can encompass various elements such as your logo, your product itself, sonic cues, jingles and even brand ambassadors. By strategically integrating these branding elements early on, you can more effectively establish brand identity, boost brand linkage and maintain audience engagement throughout the entire ad experience.
7. Employ a mix of brand-led and creator content — Brand-led content refers to advertisements created and produced directly by your brand, typically showcasing its products, messaging and values. Creator-led content, on the other hand, involves collaborations with TikTok influencers or local creators who craft content aligned with your brand’s objectives while leveraging their unique style and audience appeal. And according to TikTok for Business, while each of these content types can perform well on their own, combining them in the same campaign generates the highest impact in terms of ad recall among viewers. By integrating brand-led content (to maintain brand consistency and messaging clarity) alongside creator-led content (for its authenticity and audience connection), you can create a comprehensive and engaging ad campaign that more deeply resonates with your TikTok audience. In addition, incorporating local creators can further elevate the effectiveness of your campaigns by tapping into their deep understanding of regional trends and cultural nuances, helping you foster stronger audience engagement and brand affinity within specific markets.
8. Don’t kill the comments — TikTok’s comments section gives its often opinionated and outspoken users a chance to have their voice heard. (And even for non-commenters, the comments section can sometimes be the main attraction, especially when the platform’s jokesters are on a roll.) For your brand, the comments section offers a venue for consumers to leave their feedback about your products and services, to ask questions about your offerings — and perhaps more importantly, for you to directly engage with users. (Plus, more user engagement can lead to added brand exposure on the platform.) To leverage all of these advantages, plus added social proof when the comments about your brand are positive, be sure to leave the comments on when running your TikTok ads.
Ready to get your brand noticed on TikTok — with creative that converts and boosts your business’s bottom line? On TikTok and beyond, our social-savvy experts have you covered.
In fact, whatever your social media marketing need may be, Joybyte is here to deliver the insights and expertise needed to help you capture more online attention and take your social campaigns to the next level. Talk to us today to learn more about all of our social media marketing services — and how we can help your brand stand out from the crowd.