TikTok has become the ultimate playground for brands that want to connect with engaged audiences. Just ask Duolingo: The language-learning app’s hilariously unhinged TikTok ads struck a chord with Gen Z, catapulting its follower count from thousands to millions.
With nearly 1.6 billion monthly active users and an average return on ad spend of $2 for every $1 spent, TikTok has evolved into a marketing powerhouse. Let’s dive into the advertising strategies that work best on the short-form video platform.
1. Know the types of TikTok ads that actually convert viewers into customers.
There are several types of TikTok ads, each designed to capture attention in different ways. Here are the formats that are currently crushing it:
- In-feed ads, which are native videos that appear seamlessly in users’ For You Page (FYP), are the bread and butter of TikTok advertising. These ads blend in naturally with organic content. Brands can leverage TikTok’s Spark ads tool to turn their own existing organic content into promoted posts.
- TopView ads showcase your brand full-screen for the first three seconds when users open the app, then transition into regular in-feed content. Think of it as TikTok’s premium billboard space.
- Shopping ads are a three-in-one solution that include Video Shopping, Catalog Listing, and Live Shopping ads. These formats are perfect for ecommerce brands looking to capitalize on TikTok’s growing shopping culture. More than 11% of all U.S. households have made a purchase on TikTok Shop, and more than 71% of TikTok shoppers have bought something after seeing it in the app.
- Branded hashtag challenges such as RedBull’s #redbulldanceyourstyle campaign can garner billions of views and likes.
- Branded effects from TikTok’s Effect House allow you to show off your brand’s creative side.
2. Work with content creators.
Breaking into TikTok can feel intimidating when you see creators racking up millions of views effortlessly, but remember, collaboration beats competition every time. Find your perfect creator match by focusing on those who already align with your brand’s values and audience. You can use the TikTok Creator Marketplace to find creators based on location, expertise, and audience demographics.
As marketing strategist Dahlia Maleh, from ad agency Ogilvy, explains: “Instead of pulling examples from other people, I’m like, ‘Hey, you already talked about using different cleaning appliances. Let’s expand on that for LG.’ ” But before reaching out, do your homework, she warns: “I know so many influencers who get asks from brands, and they’re like, ‘Did they even watch my full video? Or did they just see I used a hashtag like #NFT, but really the video was about disliking crypto?’ ”
3. Pinpoint your objectives.
An ad is only successful if it meets the specific goals your brand has set. According to TikTok Ads Manager, your objectives should cover:
- Awareness, by introducing your brand to new audiences and maximizing reach
- Consideration, by driving traffic, video views, and engagement
- Conversion, by generating sales, app downloads, or other valuable actions
A company focused on direct sales may prioritize high click-through rates over massive reach, while a brand-new startup might want to maximize impressions to build awareness. Choose your objective first—everything else flows from there.
4. Get the formatting down.
Vertical videos get 58% more engagement on mobile than horizontal videos. TikTok Ads Manager supports three aspect ratios (9:16 portrait, 16:9 landscape, and 1:1 square), but the overwhelming majority of successful content uses portrait mode.
5. Think in terms of content, not commercials.
When TikTok launched its Business platform, it introduced the mantra, “Don’t make ads. Make TikToks.” Marketing success on the platform means aiming for authenticity over polish. TikTok users look for spontaneity and genuine connection instead of production value, especially in creator partnerships. Your content should feel like a natural continuation of what users are already watching, not a commercial break. As Maleh explains, “I think brands really underestimate the communities that these creators have. They know them, and they know when they’re not being authentic. That’s why storytelling needs to be at the forefront.”
For instance, this Coca-Cola ad feels like a friend recommending a recipe with no hard sell, just a fun video featuring a popular creator and a smoothie idea.
6. Hook audiences in the first 6 seconds.
On TikTok, you don’t get a slow build-up to your big moment, and the first six seconds are the most critical—that’s when the platform’s research detected the strongest physiological response from viewers. Strong hooks can offer immediate value, start with something unexpected, or ask questions that engage viewers’ curiosity immediately.
7. Master tried-and-true content frameworks.
You don’t have to reinvent the wheel when it comes to getting noticed on TikTok. Pay attention to what’s out there: What’s performing well? What made you laugh? What are you seeing a lot of? Be sure to highlight your product’s history, its journey to results, how accessible it is, and its place as part of an everyday routine. Remember to show viewers how to use the product and include your brand’s elevator pitch in different content pieces.
To see these frameworks in action, check out Gymshark’s TikTok. The athletic apparel brand connects with over 6 million followers on the platform by sharing its origin story, step-by-step guides, and daily gym life content.
8. Perfect your captions.
Audio plays a huge role on TikTok—but since not everyone has the sound on, captions add value to videos by making them more accessible and increasing the likelihood that audiences will engage.
- Easy-to-follow captions make it possible for deaf and hard-of-hearing users to engage with your content.
- CTAs, or calls to action, help convert 42% more users to potential customers than videos without CTAs.
9. Level up with professional editing tools.
While TikTok’s in-app editing is impressive, serious advertisers often need more precision. The TikTok Video Editor within TikTok Ads Manager gives you desktop-level control while maintaining that authentic mobile feel.
10. Track your data like a pro.
Creating great content is only half the battle. To build a sustainable TikTok ad strategy, you need solid analytics. Here are some essential tracking tools:
- TikTok Ads Manager offers customizable data reports tracking impressions, click-through rates, and demographic breakdowns.
- TikTok Pixel tracks user behavior after they visit your site via ads on the platform, helping you measure true conversion impact.
Using insights from these tools, you can identify your highest-performing content formats, understand which demographics respond best to your ads, optimize budgets toward your most successful campaigns, and test new creative approaches based on proven patterns.