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From Swipe to Sale: Best Practices for Effective TikTok Ads 2023

TikTok has become one of the most popular social media platforms in recent years, and it’s not hard to see why.

According to Sensor Tower Store Intelligence, the number of TikTok installs across the App Store and Google Play has now surpassed 3 billion worldwide. It is the fifth non-gaming app to achieve this impressive statistic and the first that Meta does not own. With over one billion monthly active users, TikTok offers businesses an excellent opportunity to access a massive and engaged audience. As a result, an increasing number of businesses opt for TikTok ads to promote their products and services.

With so many brands vying for attention on the platform, as video content is imperative in marketing strategies, it can be difficult to stand out and generate sales.

To help you get the most out of your TikTok ad campaigns in 2023, we’ve crafted some best practices to follow.

Know Your Niche & Audience

It’s essential to understand who your target audience is before you consider advertising on TikTok. The platform is primarily used by Gen Z and Millennials, so if you’re targeting an older demographic, TikTok might not be the best fit for your products or services.

Before you create any TikTok ads, take some time to research your target audience’s interests, behaviors, and preferences. This information can help you create ads that will resonate with them and increase your chances of success.

It’s also worth noting that “entertainment” is the most popular content category on TikTok globally, according to the platform’s statistics. This means that you should aim to create ads that are entertaining and engaging for your audience.

One way to achieve this is by incorporating current trends and challenges into your ads. For example, if your target audience is interested in fitness, you could create an ad showcasing a popular dance challenge with fitness-related themes.

Another way to appeal to your audience is through humor. TikTok users love funny and relatable content, so incorporating humor into your ads can help them stand out and get more views.

Lastly, music is a crucial component of TikTok. The platform has a vast library of popular songs. Incorporating catchy music into your ads can help make them more memorable and increase engagement.

Use Eye-Catching Visuals


TikTok is a visual platform, so your ads need to be visually stimulating. To create an attention-grabbing ad, it’s essential to focus on the basics of your content to ensure it’s appealing to your target audience. Here are some tips to make your ad stand out in the sea of content on TikTok, and potentially engage users to watch your full ad.

 Here are some tips:

1. Use HD content

The quality of your ad can impact how your brand is perceived by your target audience. To ensure that your ad is of the highest quality, consider investing in high-quality equipment or working with professional videographers. Alternatively, if you’re filming on a mobile device, ensure that the camera settings are optimized for recording high-quality video.

2. Ad Text is Clear and Concise

To ensure that your message is understood quickly, use short and straightforward phrases that convey the main point of your ad. Avoid using complex language or too much text, as this can be overwhelming for users and may cause them to scroll past your ad.

3. Video Length (21-34 seconds long)

According to TikTok’s guidelines, videos that are between 21-34 seconds tend to perform better on the platform. This is because TikTok’s algorithm prioritizes shorter videos, as they quickly capture viewers’ attention and have higher engagement by encouraging likes, comments, and shares.

4. Make an impactful start (3-second rule)

A good rule of thumb is to ensure that the first three seconds are impactful, leaving a lasting impression. This can be achieved through bold visuals, music, or text highlighting your brand’s unique selling proposition.

5. Vertical videos

Since most TikTok users access the app through their mobile devices, creating vertical videos is essential. By doing so, you can make the most of the full-screen display, which provides an immersive and engaging experience for the user.

Tell a Story & Interact with Your Audience

TikTok is all about short-form content, so your ads should be no longer than 15 seconds. Use this time to showcase your products or services and highlight their key benefits. Make sure your message is clear and easy to understand.

To build trust and authenticity with your target audience, consider using User-Generated Content (UGC). As it is also an excellent way to showcase your products or services in action.

Incorporating UGC into your TikTok ads can help create a more personal connection between your brand and your target audience. When users see their own content featured in an ad, they feel valued and more connected to the brand. This, in turn, can lead to greater brand loyalty and increased engagement with your TikTok account.

Utilize Relevant Hashtags

Hashtags are an essential part of TikTok, as they help users discover new content and engage with other users. 

Utilizing relevant hashtags in your ads can increase their visibility, reach, and engagement. However, it is important to avoid using irrelevant hashtags to avoid being perceived as spammy.

Researching and identifying popular hashtags in your niche or industry can help you stay on top of trends and maximize the potential reach of your ads.

Experiment with different Ad Formats

TikTok offers several ad formats, including in-feed ads, branded effects, and top-view ads. Experiment with different ad formats to see which ones resonate best with your brand and target audience. This way, you can optimize your ad campaigns for maximum engagement and conversion rates.

For example, if you’re looking to create brand awareness, in-feed ads may be the best option, whereas if you’re promoting a new product or service, branded effects may be more effective. By understanding the different ad formats and testing them, you can create ads that are tailored to your brand’s goals and your target audience’s preferences.

Use Compelling Call-To-Action

A call-to-action (CTA) is an essential element in running successful TikTok ads. By including a clear and compelling CTA, you can guide potential customers toward taking specific actions. A strong CTA can help increase the effectiveness of your ad and improve conversion rates.

When creating your CTA, make sure it is relevant to your ad content and aligns with your marketing goals. Use action-oriented language that encourages users to take immediate action, such as “Shop Now” or “Learn More.”

Consider testing different CTAs to see which ones are most effective for your target audience. This can help you refine your advertising strategy and improve the overall.

Test, Optimize & Repeat

Like any advertising platform, it’s essential to test and optimize your TikTok ads to ensure they’re as effective as possible. Use A/B testing to try out different ad variations and monitor your campaign’s performance closely. Use the insights to make the necessary adjustments and improve your ad’s performance. By repeating this process, you can continuously improve the effectiveness of your TikTok ads over time.

Key takeaways

By following these best practices, you’ll be well on your way to creating effective TikTok ads that generate sales for your business. Remember, TikTok is all about creativity and authenticity, so don’t be afraid to experiment and try new things to see what works best for your brand.

If you need more help in understanding digital marketing or where to start on the digital-first approach on running ads online for your business, click here: https://digital.emergelocal.com/get-proposal/!

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