There is no straightforward answer as to which one of these types of TikTok ad performs best. It really comes down to what type of ad will work best to promote your product or service. However, there are some universal best practices that all of the best-performing TikTok ads have in common.
High Video Resolution: 83.2% of top-performing TikTok have a video resolution of 720p or higher.
Sound: More than 93% of top-performing videos use audio.
Short: Shorter videos tend to perform better.
Full-Screen: More than 98% of top-performing videos on TikTok take advantage of the immersive full-screen experience. This means that they use the full 9:16 aspect ratio.
Vertical: Videos shot in vertical formatsee a 40.1% lift in impressions compared to videos using a square or horizontal aspect ratio.
For e-commerce adverts in particular, the best-performing ads use varied scenes and captions, and promote offers.
Varied Scenes: TikToks with varied scenes see a 40.6% lift in impressions compared against videos that feature one person on screen.
Captions: TikToks that use captions or on-screen text that displays a CTA have a 55.7% lift in impressions compared to videos that don’t add anything additional.
Offers: TikToks that include footage of a person emphasising at least one offer have a 67.4% lift in impressions.
Don’t forget to be authentic, too. According to TikTok for Business, “authenticity and joy are unique and ownable aspects of the TikTok community, not only for users but also for brands and businesses looking to make an impact.” It enables you to create a real connection with your audience.
We are Aura Ads, a unique performance creative agency designed for D2C eCommerce brands. We help clients sell more online and grow at scale with our bespoke video and static creative, delivered on a monthly basis. Find out more about how we can help with your TikTok ad creative on our website, and book in for a 30 minute chat about how one of our content plans can help your business grow.