TikTok Ads that Convert: Secrets from Bamboo’s Designers
27 Jul 2022
5 min read
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With over 1 billion monthly active users, it’s become increasingly important for brands to make a presence on the fastest-growing social network, TikTok. The numbers truly speak for themselves:
3 Billion Installations
TikTok has been installed on devices over 3 billion times worldwide (source)
167 Million TikTok Videos Watched in an Internet Minute
In an "internet minute", people consume hundreds of thousands of hours of content and send, scroll, and upload millions of messages, emails, and texts (source)
TikTok Users Spend > 850 Minutes per Month on the App
Usage has grown tremendously since first recorded in October 2019 at an average of 442.9 minutes per month (source)
These stats make TikTok an exciting advertising channel for marketers because of its scalability. Compared to other channels in your media mix, TikTok is the least saturated with advertisers, making it a platform where you can find relatively cheaper costs.
If you’ve been thinking about adding TikTok into your mix, don’t wait any longer.
Excited about giving TikTok a shot but don’t know where to start with creative? Below are the top 5 TikTok ad best practices we’re making sure to utilize for our clients in 2022. Regardless of your industry, we hope you'll find some inspiration for your own creative strategy.
1) Design a TikTok, not an ad
TikTok openly challenges brands to embrace the creativity, positivity, and realness of the platform when designing ad creative. In order to meaningfully connect with the TikTok community, an ad must seamlessly fit into the For You feed by incorporating the latest TikTok trends that fit the unique style and tone of the platform.
The goal here is for viewers to stumble on your ad and get reeled by thinking it’s content that’s native to the platform!
2) Use Transition Filters for a Native Feel
In the world of TikTok, advertisers have just 3 seconds to hook users before they’re swiping onto somebody else's video. Quick transition filters are the way to keep the audience watching. In contrast to other social platforms, ad lengths of 9-12 seconds are best for view-throughs, and these transitional cuts help get your full message across in the shortest amount of time. On top of turning your ads into an energetic and animated viewer experience, using these filters can help your brand stay on-trend by making your ad look more native to the platform.
Keep in mind, TikTok ads don’t repeat as native videos do, so if you want that loop effect you know and love, you’ll have to manually create it before uploading your video to the platform.
3) Maximize your message with Typography
With an aspect ratio of just 9:16, it’s crucial to use every bit of creative space intentionally. Your typography design can take many shapes and forms from closed captions to text overlays. Whatever your message, the key is to make your text look as though it was added inside the TikTok platform, a capability that organic creators have.
At Bamboo, we find this to be one of the most simple and effective ways to make your ads look in line with organic content when scrolling on the FYP.
4) Use Display Cards for Memorable messaging
In the small length of time your ad runs, you want to make sure your brand is memorable. TikTok is making this easier for advertisers with every new feature that’s rolled out. Display cards are one of their newest interactive creative add-ons. You can think of display cards as an overlay, they usually appear within 2-3 seconds of the ad starting. This feature is a fantastic way to incorporate more branding, messaging or star reviews into your creative.
Pro tip: Use display cards for quick iterations on video concepts you already have by overlaying a new mini card at the beginning to refresh them.
5) Add Audio to Grab Attention
Last but certainly not least, the audio you choose for your ad will be one of the first elements to grab a viewer’s attention. Finding the right audio can be tricky, especially when it comes to music—chances are, the trendy song you’d like to use will get your ad taken down because you don’t have the appropriate rights to use it. To combat this, TikTok rolled out The TikTok Commercial Music Library with a pool of over 150,000 pre-cleared, royalty tracks sourced from top-tier music houses. Here at Bamboo, we also like to browse tracks from emerging artists through Artist.Io.
Of course, you can’t forget about TikTok’s text-to-speech feature for your ads. Creators use it to narrate their videos, as an accessibility tool, and to make enjoyable content overall.
Crunched for time but want your ads to be successful on TikTok? You don’t have to reinvent the wheel. Take your top-performing Facebook assets and implement as many of the above best practices as you can.
We look forward to sharing the success our clients have seen using these tips and tricks!