TikTok has rapidly become a key platform for brands looking to reach a highly engaged audience. With its immersive, full-screen vertical video format and algorithm-driven feed, it offers unique opportunities to capture attention and drive conversions. But standing out on TikTok requires more than just uploading a video - it requires smart, data-driven creative strategies.
After analyzing thousands of TikTok ads, certain creative elements consistently deliver stronger performance in both impressions and conversions. In this guide, we’ll break down these best practices and show how to implement them effectively.
Shoot high-resolution videos
Quality matters. Videos should be at least 720P or higher to ensure your visuals are crisp and professional. High-resolution videos have shown a 312% increase in conversion rates compared to lower-quality content.
Tip: Use natural lighting, avoid shaky footage, and ensure your product is clearly visible. High-res content not only looks professional but also helps your brand build trust with viewers.
Go full-screen with a 9:16 aspect ratio
TikTok is designed for vertical, full-screen videos. Using a 9:16 aspect ratio ensures your ad fills the screen and captivates viewers immediately. Ads formatted to full screen have seen a 91% lift in conversion versus non-full-screen videos.
Tip: Avoid borders or black bars. The more your video fills the screen, the more immersive the experience.
Add a clear call-to-action (CTA)
A strong CTA guides your audience on what to do next. Whether it’s “Shop Now,” “Download the App,” or “Learn More,” a clear message can increase conversions by 152%.
Tip: Place the CTA text early in the video and repeat it at the end. Use bold, contrasting colors so it stands out on the screen.
Include relevant audio
Audio drives engagement on TikTok. Videos with sound perform better than silent ones, with a 16% increase in impressions. Using trending sounds, upbeat music, or product-focused voiceovers helps capture attention.
Tip: Match your audio to the mood of your video and your target audience. Test different sounds to see which resonates best.
Stick to vertical format
Vertical videos are optimized for mobile viewing, and switching from square or horizontal formats to vertical can boost impressions by 40%. Vertical content feels natural on TikTok and ensures users don’t have to rotate their phones.
Tip: Frame your product centrally and make sure all key visual elements are within the vertical frame.
Keep your videos short & sweet
TikTok users scroll quickly, so 21–34 seconds is the sweet spot. Videos in this range have shown a 280% lift in conversions.
Tip: Get to the point fast. Capture attention in the first 3 seconds, show the product benefits, and end with a CTA. Avoid filler content.
Show varied scenes
Monotony can hurt performance. Videos that show multiple scenes or angles perform better, with a 38% increase in conversions. Variety keeps viewers engaged and demonstrates your product in different contexts.
Tip: Mix product demos, lifestyle shots, and close-ups. Storytelling in multiple scenes helps the audience relate to your product.
Use closed captioning or on-screen text
Adding captions or text overlays to highlight offers or CTAs increases impressions by 16%. Captions make content accessible for viewers who scroll with the sound off.
Tip: Keep text short, clear, and visually prominent. Use it to emphasize your key message or special promotion.
Combine voiceover with offer text
Videos with a real voiceover combined with on-screen offer text drive an 87% lift in conversion and a 9% increase in impressions (not validated for EU and BR). This combination helps explain your product while reinforcing the offer visually.
Tip: Use a natural, enthusiastic tone in your voiceover. Highlight the product benefits and show the price or special promotion on-screen.
Show more action (5+ scenes)
Dynamic videos with 5 or more scenes can increase conversions by 171%. This approach keeps the audience engaged and showcases multiple product benefits.
Tip: Each scene should serve a purpose - feature the product, show a use case, or tell part of the story. Avoid repetitive shots.
Lead with text early
Displaying key text within the first 7 seconds helps viewers quickly understand your message and increases conversions by 43% (PRACTISE.
Tip: Introduce the product, promotion, or key benefit immediately. This ensures that even short attention spans don’t miss your message.
Include a strong end frame
An end frame summarizes key information and reinforces your CTA, increasing impressions by 47%. It’s a final chance to make an impression and drive action.
Tip: Include your logo, offer, CTA, and any important social proof. Make it visually appealing and easy to read in the last 2–3 seconds.
TikTok is a creative playground, but to win, your ads need to combine attention-grabbing visuals, concise storytelling, and clear messaging. Focus on:
High-resolution, vertical, full-screen videos
Short duration with varied scenes
Early text and strong end frames
Clear CTAs, captions, and voiceover/offer combinations
Sound that complements your visuals
Above are the general best practices for TikTok video ads. If you’re a seller looking to build a sales channel on TikTok, don’t overlook shoppable videos and the best practices designed specifically for shoppable content
By following these best practices, your TikTok ads are more likely to capture attention, drive engagement, and boost conversions - helping your brand succeed in a competitive feed.
