With around 18% of the World’s adult internet users being present on TikTok, the platform can be a very appealing channel for many brands to advertise on. As a very video-heavy and creative space, the platform needs to be within reach for your brand in terms of creating effective ad content. However, users on the platform appreciate an unpolished, honest and sincere ad over a corporate sales pitch. Here are some of our tips for creating engaging content for your TikTok ad strategy. 

Test your creatives 

As with every platform, you will want to test different variables in your ads to find out what messaging and style your audience responds to. TikTok recommends having 3-5 ads in each Ad Group to allow you to test the creatives against each other, gaining learning to use in your next lot of ads. 
Update regularly 

TikTok is a fast-moving platform, with new trends and consumer interests changing every day. This is why it is important to action the learnings gained from the tests you run and refresh your creatives every 1-2 weeks. As the platform's reach can be large, you want to ensure your audience doesn’t reach ad fatigue with the same creative being shown too often. 

Capture attention 

As the average TikTok user spends around 20 hours per month on the platform, you will have to work hard to capture attention and stand out from the noise. The first 3 seconds are vital in this, your products should be shown right away to pique the interest of your users and encourage a higher view-through rate. 

Show your value 

Once the user is aware of what you do and/or sell, you’ll need to convince them why they should buy from you. Show them how your product works, what it looks like, and how it can benefit them. 

Make it native 

TikTok users don’t like to be sold to, they prefer a more natural and honest feeling in their ads. Use current trends, don’t make the video look too ‘polished’ and implement captions/subtitles. It is more valuable to keep the user entertained, this creates trust in your brand and products, helping move your audience through the consideration period towards purchase. 

Use a CTA 

You want to end your ad with clear instructions for the audience, whether that is making a purchase, visiting your profile or visiting your sites. Leave them with a clear CTA to encourage brand retention. 

TikTok ads don’t have to be polished, as long as you follow the ads specs laid out by TikTok and keep the above guidelines in mind, you can create compelling and engaging content to reach audiences at a time when they are open to being influenced and discovering brands. 

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