Six Secrets to Your Brand’s Ad Success on TikTok

With over a billion active users across 154 countries, it’s no wonder brands are seeking success on TikTok. As an entertainment platform, it stands in its own league. Here are six secret codes you can use to improve your brand’s presence and performance on TikTok.

1. TikTok-First

As we mentioned, TikTok is in a class of its own. One of the most essential techniques is to create authentic content that is designed for TikTok and the For You page. That is to say, TikTok-first content that fits the app seamlessly is essential for brands on the platform. Ads that follow this approach enjoy nearly 3.3x the action (clicks and shares) in comparison to non-TikTok First ads. 

Tips on creating TikTok-first ads:

• Film on mobiles
• Set the frame to 9:6
• Shoot in hi-res
• Feature people
• Apply the typical styles that exist within your chosen niche or category

You can also, adapt your content to work in TikTok. 

For example, TV-style assets that are adapted into TikTok-first ads can generate a 2x increase in engagement, a 10% increase in recall, and a 17% lift in brand association.

2. Structure

Well-structured content grabs attention, conveys value, and drives actions. It is all about the ability to guide your audience while keeping them engaged. TikTok structure can be broken down into the hook, the body, and the close. Weave your brand story accordingly by creating anticipation at the start with a clear value proposition within the first 6 seconds, be it with suspense, surprise, or emotion. 

3. Stimulation 

Stimulation captures the audience and engages them with the ad campaign. Editing techniques or assets are a great way to trigger attention. Here are some examples:

• Music: Helps with memorability and boosts neuro activity by stimulating one’s sense of hearing.
• Transitions: Draws the audience in and makes a great impression..Movement in the video: Catches the viewer's eye and helps to keep the narrative moving.
• Text:  Guides the viewer and keeps them engaged.
• Emojis: Conveys a playful tone in a way that feels native to TikTok.
• Branding: Improves brand recall and ad effectiveness.

4. Sound

Sound in TikTok ads drives significant lifts in purchase intent and brand favorability compared to other platforms.

50% of users say music makes content more uplifting and entertaining. There are many ways to use  sound in your ads, such as:

• Music (to create rhythm)
• Voiceovers (for storytelling details)
• Sound effects (to amplify sounds)

The music should match the tempo of the ad and build energy. J

5. Trends

TikTok trends allow brands to connect with a wider audience. There are three types of trends that brands can tap into

• Moments: These trends last days to weeks. They are popular, ethereal moments that are easily recognisable and relatable. 
• Signals: These evergreen trends last for months to years – they are native to TikTok and feature vertical videos on a platform or vertical native.

Forces: These macro cultural trends last for up to a decade. Think trends like body positivity, sustainable fashion, etc. Trends are all about capturing the moment, so there’s no need to overthink the creative. According to TikTok,  77% of users like it when brands use trends, memes, or challenges. 

You can find trends by: 

• Searching the FYP,
• Browsing hashtags,
• Visiting the Creative Centre, and 
• Engaging with your audience. 

Once a trend has been identified, you can establish the brand and/or product relevance to make a connection between the two. Then apply this to a narrative structure and begin creating! 

6. Production 

Follow good production principles to make your content stand out on TikTok. It goes without saying, shoot vertical – make sure your aspect ratio is 9:16. Use high-res footage and avoid zooming into landscape footage to make your video vertical – this can make your video pixelated or blurry. Be aware of the safe space to ensure your key visuals do not get obstructed by the TikTok UI.

TikTok is also ever-changing, so be sure to update your assets to ensure you don’t get stuck in a creative rut. Monitoring your performance can be helpful in seeing which types of content your audience responds well to.