6 Tips to Optimise Your TikTok Ads in 2021

Amidst a global pandemic, TikTok has been the most downloaded app in 2020. Here are a few tips on how you can optimise your ads on the trending platform.


The Rise of TikTok

Advertisers and marketers are now taking TikTok seriously as a platform to reach a brand new audience.

TikTok, a short-form video app, is the fastest growing social media platform with more than 2 billion downloads. The app has surged in popularity amidst a global pandemic, with many users reaching for their phones to be entertained and to connect with others.


Source: SensorTower


What makes it unique is that the majority of its users are below 35 years old, which provides a unique opportunity for advertisers targeting the Millennials and Gen Z audience.


How to Optimise Your Ads On TikTok

If you have decided to go all-in on TikTok advertising, here are 6 best practices of TikTok that you should know before creating ads on the platform.


1) Prioritise vertical and mobile-friendly videos

Using the right aspect ratio for your ads will help them deliver more impact on the platform. 

Vertical ads have much more visual impact and can look like part of the feed, as opposed to horizontal video ads that might look skewed or get cut off at the margins.


2) Keep the video length short

While video lengths of 5 to 60 seconds are allowed, TikTok recommends 9 to 15 seconds for their video ad content. 


3) Catch users attention during the first 3 seconds of the video

The most successful videos capture users’ attention during the first 3 seconds. While it may seem like common sense, it’s worth stating that users have short attention spans. 

Interesting and engaging content is crucial to avoid users swiping or scrolling past your ad.

Ask yourself how you can get users to stay and watch your video ad? Start with an attention-grabbing visual to hook in viewers. 

4) Center all important elements

TikTok typically obscures the outer margins of frames. 

In editing your videos, keep all the important elements of your advertisement centered. This could include your brand logo, brand name, and call to action.

Here’s a bonus tip; make the aesthetics of the video coherent with the landing page and are contextually similar.


5) Include background music and subtitles

TikTok requires audio settings to be turned on. Adding background music clips to your ads is essential. 

Ensure your videos make sense without sound. Users may engage with a video without audio; so make sure the value is clear with either setting. Consider adding subtitles or captions for users that browse TikTok with sound off.


6) Include a Call To Action (CTA)

A clear and direct call to action, telling the user the next steps to take are crucial to improving your ROI from TikTok Ads. 

Click Here for a sample of Call To Actions provided by TikTok



In summary, the 6 best practices are: 

  1. Prioritise vertical and mobile-friendly videos
  2. Keep the video length short
  3. Catch users attention during the first 3 seconds of the video
  4. Center all important elements
  5. Include background music and subtitles
  6. Include a Call To Action (CTA)


Want to make the most of your advertising spend on TikTok? At BRICKS AND CLICKS, we help businesses maximise the ROI of their marketing initiatives.

Here are more useful links: 

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