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Best Practices For Creating TikTok Video Ads

Universal best practices

  • Shoot high-res
    Quality matters – don’t let grainy videos prevent your message from getting through. The overwhelming majority of top-performing TikToks, 83.2% to be specific, have a video resolution of 720p or higher. These videos get an average of 5.4% lift in impressions.


  • Make some noise!
    Including sound – a music track, voiceover, or just you talking to the camera – in your TikToks is more than a best practice; it’s a must-have for this sound-on environment. Adding audio of any kind causes a significant lift in impressions compared to videos without audio, and more than 93% of top-performing videos use audio!


  • Keep it short and sweet, but not too brief!
    Ultimately, the length of your TikToks should make sense for the message you’re trying to get across, but overall we see that shorter videos perform better. 1 in 4 top-performing videos have a duration between 21 and 34 seconds and get, on average, a 1.6% lift in impressions.


  • Go full-screen
    TikTok provides an immersive full-screen experience, and more than 98% of top-performing videos on TikTok use it. Compared with videos that fit poorly on the screen and show empty black space and screen edges, videos that use the full 9:16 aspect ratio get a 60.5% lift in impressions. If you’re looking to repurpose some of your existing business content, check out our creative tools that can help format them to work best on TikTok.


  • Think vertically
    Video orientation matters as well. The vast majority of TikTok videos are shot in vertical format which means TikTok users aren’t expecting to have to rotate their screen to watch the next video on their For You Page. Videos shot in vertical format get a 40.1% lift in impressions compared to videos using a square or horizontal aspect ratio.


  • We suggest updating the creative every 7 days at least. It is wise to continuously refresh them to avoid ad fatigue.

E-commerce best practices

  • Switch up your scenes
    Product placement matters on TikTok. Users appreciate a variety of different settings and angles when you’re trying to showcase your products. This explains why 99% of top-performing e-commerce videos mix it up. TikToks with varied scenes get a 40.6% lift in impressions compared with videos that feature one person on screen selling the product without any B-roll or transition footage.


  • Captivate with captions
    Double down on what you want your audience to do by adding captions or text on screen. TikToks that employ closed captioning or text on screen displaying a CTA get a 55.7% lift in impressions compared to videos that don’t add anything additional on screen!


  • Emphasize the offer
    When you have an offer such as a seasonal deal or a discount code ready to share with your audiences on TikTok, don’t let it slip into the background. TikToks that include footage of a person emphasizing at least one offer get a 67.4% lift in impressions!
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