Best creative practices on TikTok

Recently TikTok released a post about what garners the most engagement on TikTok ads. 

The company stated: “It can be said that creativity sparks joy and entertainment on TikTok, and ad creative fuels brand success. Advertisers now have a guide to take their creative from good to great on their next TikTok campaign, and have an opportunity to amplify brand KPIs such as ad recall and brand linkage. There may not be a one-size-fits-all solution for advertisers; in fact, as digital mediums present more and more opportunities to create unique, one-to-one, moments with their customers you may find that any number of the 6 creative best practices shared in this article - or a combination of a few - can lift your brand to the next level. All you have to do is start making TikToks.”

So how should you engage your audience creatively on the app?

1). Mix brand & creator led content for maximum impact. They recommend using a mix of both brand led and creator content style of ads, to get maximum ad recall with your audience. This is also a great way to test for ongoing learnings.

2). TikTok wants your ads to let creators interact with the product you’re selling and provide information. It comes off as more genuine reviews, and will  improve ad recall as well as brand linkage.

3). TikTok is a sound-on platform, always. TikTok says that  assets with songs with lyrics garner a greater 2% points on ad recall, when compared to assets with no songs (i.e., only music, jingle etc.). This impact is amplified when songs are accompanied by voice-overs.
 4). Don't leave branding until the end. TikTok say to include 3 to 5 brand cues, and show off the product offers. People respond better when they know the point of your ad, and who it’s by.