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Designing successful TikTok ads requires a unique set of skills that leverage the platform’s unique format, storytelling potential, and powerful engagement tools. With over 800 million active users worldwide, TikTok is an incredibly valuable channel for reaching targeted audiences with your brand’s message.
Whether you’re looking to build awareness, drive consideration or conversion, the key to success on TikTok lies in defining clear campaign objectives and setting specific and measurable KPIs. Once you’ve established your campaign goals, determine what creative will best achieve those objectives. TikTok’s ad formats include spark ads, collection ads and in-feed ads (including branded effects). Each format has its own benefits and best practices, so choose the one that best aligns with your brand’s objectives.
Achieving Success: Designing Successful TikTok Ads
In-feed TikTok ads fit seamlessly into the experience of using the app, displaying as regular user-generated content until the viewer taps on the video to reveal a small “Sponsored” tag and a call-to-action button that’s determined by your campaign goals. These ads offer brands an opportunity to show products and services in action while driving traffic back to their website or app.
Influencers can be a powerful tool for TikTok campaigns as they bring credibility and trustworthiness to your messaging. Consider partnering with influencers who have an existing relationship with your target audience and who can promote your content in ways that resonate with them. When partnering with an influencer, be sure that the collaboration reflects your brand’s values and is in line with your marketing strategy.