Creating effective TikTok ads requires a unique approach.

To help brands navigate this landscape, we have adapted the six essential Creative Codes from TikTok that will elevate your TikTok ad strategy.

1. Embrace the TikTok-First Mindset

TikTok has its own distinct style and features. To create ads that resonate, it’s crucial to adopt a TikTok-first approach:

• Utilise platform-specific features like text overlays, voiceovers, and green screen effects
• Partner with TikTok creators for authentic content
• Incorporate auto captions to boost engagement

By embracing this approach, brands can expect to see a 74% increase in viewer attention and 3.3x more user actions compared to other platforms.

2. Leverage Trends as Storytelling Templates

TikTok trends serve as a universal language for its billion-plus users. By tapping into current trends, brands can:

• Connect with new customers more effectively
• Increase engagement and visibility
• Demonstrate cultural relevance

With 77% of users appreciating brands that utilise trends, trying out trends will help you connect with new customers.

3. Master TikTok Production Principles

While TikTok doesn’t demand Hollywood-level production, adhering to basic principles can significantly improve your ad performance:

• Shoot content vertically
• Use high-resolution footage
• Be mindful of the UI-friendly “safe space”
• Refresh ad creative regularly to combat fatigue

4. Structure Your Videos for Maximum Impact

Effective storytelling on TikTok follows a three-part structure:

1. Hook: Capture attention in the first six seconds
2. Body: Maintain engagement with additive branding cues
3. Close: End with a strong call-to-action

This structure helps guide viewers through your ad, increasing brand affinity and recall[4].

5. Stimulate Attention Through Editing Techniques

Engage your audience with dynamic editing:

• Incorporate music, transitions, and movement
• Use text overlays and emojis strategically
• Include branding elements throughout
• Experiment with faster scene changes

These techniques can significantly boost ad memorability and viewer engagement[8].

6. Harness the Power of Sound

Sound is a crucial element of the TikTok experience, with 88% of users considering it vital. To maximize your ad’s impact:

• Use voiceovers to enhance your narrative
• Select appropriate music from TikTok’s Commercial Music Library
• Create original sounds to establish a unique brand identity

By following these Creative Codes, brands can craft TikTok ads that not only capture attention but also drive meaningful engagement and results.

Remember, success on TikTok comes from authenticity, creativity, and a willingness to embrace the platform’s unique culture.

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Looking for help with TikTok?

If you’re confused about getting started or want some help with what you’re doing on TikTok at the moment we have some resources for you!

Give our TikTok Marketing page a read for some more tips and options to help your brand succeed on TikTok.

We cover TikTok Tips, TikTok Ads, TikTok News and the TikTok Trends you should know about.

There are also a number of FREE resources from TikTok themselves. Check out their TikTok Academy, Creator Marketplace and TikTok Creative Center.

Additionally, if you are struggling to convince key stakeholders to invest in TikTok, show them some of these stats. You can thank us later!