TikTok Best Practices for Advertisers

TikTok has become one of the most powerful platforms for brands to connect with audiences, especially Gen Z and Millennials. With its algorithm-driven content discovery and emphasis on creativity, TikTok advertising requires a different approach than that of traditional social media.

Here are some useful tips to navigate and thrive on the TikTok platform.

1. Embrace TikTok’s Native Style

• Content should not feel like an ad, so try to think of your TikTok as more of a story or a piece of content that brings value to the user's life.

• Use vertical, full-screen videos (9:16 format). The overwhelming majority of TikTok users access the platform on their mobile phones, with over 96% of the global digital population using a mobile device to access the app. While specific numbers vary by source, most sources report the mobile aspect is central to the platform, with TikTok being the most downloaded app on mobile platforms in recent years)

• Capture attention within the first 3 seconds with bold visuals or hooks.
  

2. Keep It Short & Engaging

• The sweet spot: 15–30 seconds.

• Deliver your key message quickly—users scroll fast.

• End with a strong CTA (swipe, shop, learn more).
  

3. Leverage Trends & Sounds

• TikTok is built on trending sounds, effects, and challenges.

• Align your brand with existing trends to boost visibility.

• Don’t force content too much, but rather make it authentic.
  

4. Use User-Generated Content (UGC)

• Collaborate with creators who align with your brand.

• Repurpose customer videos as ads (with permission).

• UGC feels more trustworthy and drives higher engagement.
  

5. Invest in TikTok Creators

• The Creator Marketplace helps you find influencers.

• Micro-influencers often deliver better ROI due to authenticity.

• Let creators have creative freedom—TikTok users value originality.
  

6. Optimize With TikTok Ads Manager

• Test multiple variations of your ad (different hooks, captions, CTAs).

• Use TikTok’s Smart Performance Campaigns for AI-driven optimization.

• Track KPIs: CTR, engagement rate, and conversions—not just impressions.
  

7. Add Captions & Text Overlays

• Many users watch without sound.

• On-screen text reinforces your message.

• Keep it bold, short, and easy to read.
  

8. Prioritize Authentic Storytelling

• Don’t push products. Show how they fit into real life.

• Tutorials, unboxings, and “Day in the Life” content perform well.

• Humor, relatability, and emotion drive higher shares.
  

9. Use Hashtags Wisely

• Mix broad hashtags (#foryou, #tiktokmademebuyit) with niche ones (#veganrecipes, #techreviews).

• Avoid stuffing too many hashtags. 3 to 5 relevant ones work best.
  

10. Test & Iterate

• TikTok trends evolve weekly— stay agile.

• Continuously analyze performance and refresh creative assets.

• What works today may not work tomorrow.
  

Final Takeaway

Success on TikTok comes from creativity, authenticity, and agility. Ads that feel like real content, leverage trends, and highlight genuine stories perform best.