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Best practices for TikTok Ads: Mastering the trend wave

best practices for tiktok ads

Navigating the landscape of TikTok advertising can feel like you’re riding a wave – exciting, unpredictable, and if you catch it just right, potentially immense.

As marketers, understanding the intricate dance of timing, messaging, and creativity is crucial to propel your brand’s reach and audience engagement. But in the roar of the TikTok storm, how do you ensure your brand’s message isn’t washed away but stands out, loud and clear? It’s a growing challenge faced by marketers who recognize the platform’s potential.

With 1.92 billion users worldwide, TikTok’s unique video-first platform has been pivotal in revolutionizing digital advertising trends, requiring brands to craft authentic, engaging, and, most importantly, non-disruptive content. In this blog post, we’ll explore how to do just that, from strategically crafting TikTok ad copy to capitalizing on the platform’s latest features.

Here are some strategic best practices for TikTok Ads to help you perfect your TikTok campaigns and make waves, not just ripples, in the digital ocean.

TikTok audience best practices

TikTok is not the vast ocean of all the digital, but a series of unique, interconnecting streams. Your brand’s niche is your boat, and knowing where and when to turn is critical. Deeply understanding your niche and audience preferences is the compass that will keep you from straying off course:

  • Utilize TikTok analytics: Use TikTok’s built-in analytics tools to gain insights into your audience demographics, including age, gender, location, and interests. Pay attention to metrics like video views, likes, shares, and comments to understand which content resonates most with your audience.
  • Engage with your followers: Interact with your followers by responding to comments, engaging with user-generated content, and participating in trends and challenges. This helps foster a sense of community and allows you to better understand your audience’s preferences and interests.
  • Monitor trending topics and hashtags: Keep an eye on trending topics, hashtags, and challenges on TikTok to understand what content is popular among your target audience. Incorporate relevant trends into your content strategy to increase visibility and engagement.
  • Conduct surveys and polls: Use TikTok’s features like polls and questions to gather feedback directly from your audience. Ask questions about their preferences, interests, and opinions to gain valuable insights that can inform your content strategy and product offerings.
  • Analyze User-Generated Content (UGC): Pay attention to user-generated content related to your brand or industry. Analyze the type of content users are creating, how they engage with it, and what resonates most with them. This can provide valuable insights into your audience’s preferences and behaviors.
  • Collaborate with influencers: Partner with influencers who have a similar target audience to gain insights into their followers and the type of content that performs well with them. Collaborating with influencers can also help you reach new audiences and increase brand awareness.
  • Test and iterate: Experiment with different types of content, posting times, and formats to see what works best with your audience. Use A/B testing to compare the performance of different approaches and iterate based on the results.
  • Track performance metrics: Continuously monitor the performance of your content and ad campaigns on TikTok. Track metrics like engagement rate, completion rate, and conversion rate to understand how your audience responds to different types of content and messaging.

At the end of the day, in this crowded ocean, relevance is key. Creating user personas will guide you through the currents of your audience’s desires and interests. Engage with them like a seasoned captain, exploring what treasures lay beneath the surface of their expectations.

Tiktok account

TikTok ad copy best practices

TikTok is not a platform for verbose conversations; it’s a marketplace of sound bites. Your ad copy needs to reflect that:

  • Keep it short and engaging: TikTok users have short attention spans, so your ad copy should be concise and attention-grabbing.
  • Use a casual tone: TikTok is a platform known for its informal and light-hearted content, so your ad copy should reflect this tone to resonate with users.
  • Include a Call to Action (CTA): Encourage users to take action by including a clear and compelling CTA in your ad copy. Whether it’s to visit your website, shop now, or learn more, make sure the action is clearly communicated.

The aim here isn’t just to sell; it’s to engage. Use emojis, trendy phrases, and branded hashtags to connect your ad to the rhythm of TikTok’s waves.

TikTok Ads creative best practices

Text might shape thoughts, but visuals stir emotions. Your videos or images need to be scroll-stopping:

  • Capture attention quickly: You only have a few seconds to grab users’ attention on TikTok, so make sure your ad creative is eye-catching from the start.
  • Showcase your brand personality: TikTok is all about creativity and self-expression, so let your brand personality shine through in your ad creative.
  • Experiment with trends and challenges: Leverage popular TikTok trends and challenges in your ad creative to make it more relevant and engaging to users.

Remember, heightened colors, oversaturated lighting, and fast-paced editing are the norm here. But that’s just step one. Next, ensure that the visuals seamlessly blend with your brand’s identity, carving out a lasting impression.

If you’re look for inspiration, check out the resources below:

TikTok Video Ads best practices

If done right, TikTok videos can be downright addictive. In order to achieve that, make sure you:

  • Optimize for mobile viewing: Since TikTok is primarily a mobile platform, make sure your video ads are optimized for vertical viewing and look good on smaller screens.
  • Keep it authentic: TikTok users value authenticity, so avoid overly polished or scripted content. Instead, focus on creating genuine and relatable video ads that resonate with your target audience.
  • Use captions: Many users watch TikTok videos with the sound off or might have impaired hearing, so including captions can help convey your message effectively even when the audio is muted.
  • Select soundtracks that complement the narrative of your ad: This could mean leveraging trending sounds or crafting custom audio that not only gets your message across but also encourages engagement.

These elements aren’t just accompaniments to your ad; they’re purveyors of your story!

TikTok Spark Ads best practices

Introduced in 2021, Spark Ads are all about the potential for user interaction. Use these to your advantage by creating a narrative that’s incomplete without the user’s input:

  • Leverage User-Generated Content (UGC): Spark Ads are designed to amplify user-generated content, so consider partnering with influencers or encouraging user-generated content related to your brand or products.
  • Incorporate interactive elements: Spark Ads allow for interactive elements like polls, quizzes, and AR filters. Take advantage of these features to engage users and make your ads more memorable.

Don’t limit your call to actions to “Shop Now” or “Learn More”: Use calls-to-action that invite users to discover, remix, or engage in a unique way that feels native to the platform.

TikTok spark ads

TikTok Lead Generation best practices

Here’s how you can create effective TikTok Lead Generation campaigns that capture the attention of your target audience, drive engagement, and generate high-quality leads for your business:

  • Offer value: Provide users with a compelling reason to submit their information, such as exclusive discounts, free trials, or access to gated content.
  • Keep forms simple: Since TikTok users are typically on mobile devices, keep your lead generation forms short and easy to fill out to minimize friction and maximize conversions.
  • Utilize TikTok’s ad formats: Take advantage of TikTok’s various ad formats, such as In-Feed Ads, TopView Ads, and Branded Hashtag Challenges, to promote your lead generation campaigns. Tailor your ad creative and messaging to align with your lead generation goals and target audience.
  • Leverage TikTok’s targeting options: Use TikTok’s targeting options to reach users who are most likely to be interested in your offer. Target your ads based on factors like demographics, interests, behavior, and custom audiences to maximize the effectiveness of your lead generation campaigns.

TikTok automation best practices

By implementing these TikTok automation best practices, you can streamline your workflow, save time and resources, and maximize the effectiveness of your TikTok marketing efforts:

  • Automate your TikTok Lead Generation flows: Connect TikTok Lead Generation to the rest of your marketing tools with LeadsBridge integrations. Your newly acquired leads will be moved to your desired destination automatically and in real time, allowing you to get in touch right away.
  • Utilize TikTok Conversions: Integrate TikTok Conversions with your ad campaigns to track and optimize for conversions more effectively. This allows you to send conversion data directly from your backend systems to TikTok, providing more accurate measurement and optimization capabilities.
  • Leverage TikTok Custom Audiences: Use TikTok Custom Audiences to create audience segments based on criteria like website visitors, app users, or customer lists. This allows you to target your ads more precisely and reach users who are more likely to convert.

With TikTok’s algorithm constantly shifting, staying on top requires vigilant attention. Automation tools can be game-changers, especially when it comes to managing and optimizing campaigns. 

Platforms like LeadsBridge offer seamless integrations with TikTok’s ad tools, enabling you to ingest and process data more efficiently, create custom audiences, and, importantly, re-engage with leads or existing customers without missing a beat.

Take a look at all our available integrations for TikTok Ads.

Final thoughts

In the roaring current of TikTok, your brand needs to be nimble, in touch, and ready to seize the moment. These best practices for TikTok Ads are not constraints but, rather, your surfboard, guiding you to ride the trend wave with purpose and panache.

By deftly aligning your brand presence with TikTok’s unique ethos and streamlining your TikTok Ads campaigns with automated integrations you can harness the platform’s vibrancy to not just stand out but to belong.

Marialuisa Aldeghi

Marialuisa brings a wealth of expertise to the table as an accomplished content writer and creator with years of experience in the B2B digital marketing landscape. After getting her Bachelor’s Degree in Foreign Languages and Literatures in Milan, she got a dual Master’s Degree in Communication in both Italy and the U.S. Her dynamic background has shaped her into a true cosmopolitan spirit with an appetite for adventure. Don't be fooled by her wanderlust though - she enjoys peaceful evenings at home just as much.

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