I’ve tried and tried, however I can’t crack the TikTok algorithm. Associates and friends usually ask for recommendation on easy methods to get eyes and engagement there, and I hate to confess it, however I’ve received nothing.
Fortunately, TikTok advertisements are right here to bypass the unknowns and attain your audiences, and the very best TikTok advertisements have created fairly the playbook to success.
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Whereas TikTok’s future remains to be unsure — it’s already banned in several countries and is on the verge of the same fate in the United States — its advertising potential can’t be denied.
Entrepreneurs report that it has the third-highest engagement of all social media and additionally it is the fastest-growing (rising 9% 12 months over 12 months from 2023). Let’s check out among the finest TikTok advert examples so you may reap a few of its rewards.
Desk of Contents
Why Ought to You Put money into TikTok Advertisements?
Not satisfied that TikTok is price investing your advertising {dollars} in? Listed here are some fast info and statistics that may change your mind:
- It’s inexpensive: TikTok’s CPM is half the price of Instagram, a 3rd of the price of Twitter, and 62% lower than Snapchat. (eMarketer)
- After seeing an advert on TikTok, viewers belief the model 41% extra and are 31% extra more likely to be loyal to the model. (TikTok)
- TikTok customers are 1.8x extra more likely to persuade their household and associates to purchase the merchandise they bought beforehand (versus non-TikTok customers). (TikTok)
- 37% of TikTok customers in the US made purchases both via hyperlinks on the app or immediately on the platform. (Statista)
Tips on how to Get Began with TikTok Advertisements
When you’re new to TikTok, you’ll undoubtedly need to obtain a replica of our comprehensive guide to TikTok Marketing earlier than we proceed.
It’s free and provides you with a powerful basis on harnessing the platform’s energy for enterprise success.
You too can try our article “TikTok Ads Guide: How They Work + Cost and Review Process [+ Examples].”
In it, fellow HubSpotter Flori Needle breaks down every thing it is advisable to find out about creating an account, really constructing an advert within the platform, and getting permitted.
Hold studying for inspiration for these advertisements.
Varieties of TikTok Commercials
Whereas restricted by way of focusing on and targets in comparison with platforms like Instagram and Fb, TikTok gives various advert codecs for entrepreneurs and advertisers to select from.
TikTok TopView Advertisements
A TopView TikTok Ad is basically a video advert proven to customers instantly upon opening the app.
It seems as a three-second full-screen expertise earlier than transitioning into an in-feed model of the video with icons and the power to work together or navigate as you want.
TikTok claims customers are 1.5x extra more likely to recall a model from TopView than different advert sorts, whereas a examine by Kantar discovered 68% of customers have been extra more likely to click on on TopView advertisements than others.
The platform touts this as their most premium advert kind, and I don’t blame them for the publicity and undivided consideration it supplies. That stated, this advert kind is just accessible to pick customers.
What’s it finest for? Consciousness, web site site visitors, conversions (lead era).
In-feed Movies
In-feed advertisements seem immediately in a consumer’s content material feed and resemble native TikTok movies minus a small “sponsored” tag.
These commercials will be video-based or picture (extra on that shortly), as much as 60 seconds lengthy, and embrace a call-to-action button that may direct customers to an internet site, touchdown web page, and even TikTok Shop.
(That is undoubtedly the preferred TikTok Advert kind.)
What’s it finest for? Web site site visitors, conversions, app downloads.
In-feed Picture/Carousel Advertisements
Whereas primarily recognized for video, TikTok additionally permits you to add static picture content material, which brings us to the in-feed image or “carousel” ads.
This format is just like “Carousel” on Instagram. It permits you to add a number of photographs in a sequence that customers should then scroll via to see your entire message (although you too can automate the scrolling).
Not like movies, which individuals can passively watch, these advertisements allow you to spotlight a number of issues and promote engagement/interplay along with your model in-feed.
What’s it finest for? Web site site visitors, conversions/lead era, engagement, and selling merchandise in TikTok Store.
Branded Mission (Hashtag Challenges and Results)
Branded Missions (generally known as Hashtag Challenges) are primarily bigger advert campaigns (normally centered round a hashtag or branded impact) the place manufacturers are paired with TikTok creators to create content material round their objectives.
Relatively than crafting a completed advert, manufacturers are placing collectively extra of a artistic transient to elucidate what they’re in search of from creators and persuade them to take part.
A Branded Mission marketing campaign should embrace:
- Bundled Characteristic Web page (Branded Hashtag web page and/or Branded Impact web page)
- Branded Mission Web page
- Branded Mission Particulars Tab
- Branded Mission Submission Tab
- Mission Middle Web page
More details on these from TikTok right here.
What’s it finest for? Constructing model consciousness and producing engagement.
Spark Advertisements
Merely put, Spark Advertisements are like “Boosted” posts on Facebook or Instagram — present content material you determine to advertise to new or bigger audiences with promoting.
The distinction right here is that it may be content material in your profile or from different customers who’ve granted permission to advertise their movies.
In different phrases, you may share any of the good user-generated content material prospects create about your product. This permits manufacturers to get probably the most out of content material already proving to work, working “smarter, not tougher.”
Spark ads are displayed in-feed like they have been initially posted however add a call-to-action butt that may drive site visitors to a model’s TikTok profile, web site, or TikTok Store.
What’s it finest for? Constructing consciousness, belief, conversions, Tiktok Store gross sales, and buyer appreciation.
What makes an important TikTok advert?
Quick-paced and Concise
TikTok advert movies will be as much as 60 seconds lengthy, however even the platform recommends retaining them 9 to 15 seconds long, as these tend to perform best.
It’s all the time clever to maintain your content material quick and candy to keep away from shedding your viewers’s consideration and in addition leaving them wanting extra.
(And keen to click on to get it.)
Much less Produced
Gaining recognition through the COVID-19 lockdown, TikTok turned recognized for the less-refined manufacturing worth of its movies.
Folks from all walks of life may edit and share movies and the bulk have been shot vertically on a smartphone, had no fancy sound or lighting, and have been normally in properties or real-life scenes/settings.
This type turned a platform staple and key to adapting to its tradition.
Conversational Tone
One other staple of TikTok is its conversational tone. A lot of the content material options individuals chatting with the digital camera or with a story voiceover, making info accessible and simple to grasp. It’s uncommon to see authentic content material that doesn’t observe this type, and nice TikTok advertisements are likely to emulate it.
General, the very best TikTok advertisements really feel native to the platform, aligning with the type of the content material shared there and what your explicit audience needs and does there.
Many of the factors above come again to this, however listed below are a number of different issues we generally see:
- Specializing in the client (their ache factors, pursuits, considerations, and experiences)
- Incorporating tendencies (memes, subjects, sounds, and so on.)
- Working with in style, related influencers or creators
Let’s check out some examples of advertisements that seize these components effectively and what you may study from them.
10 of the Finest TikTok Advert Examples to Encourage Your Subsequent Marketing campaign
- BetterHelp
- DoorDash
- SuperGoop
- HelloFresh
- JCPenny
- Crumbl
- Kung Fu Tea
- Clearly
- Quince
- CoverGirl
1. BetterHelp
One of many hallmarks of TikTok content material is decrease manufacturing worth. I don’t imply this as an insult in any method; I merely imply it’s much less refined.
Relatively than trying like a conventional, big-budget tv industrial, TikTok movies are likely to appear like a non-public client filmed them with only a smartphone.
They could be dimly lit, the footage a little bit shaky. This makes the content material come off as extra genuine and relatable, an ideal sentiment for BetterHelp.
What We Like:
- Brief and direct with its messaging.
- The “speaking head” type feels such as you’re simply receiving recommendation from a pal. It’s extra of a heart-to-heart dialog.
- The setting of the narrator doing a skincare routine aligns with and drives house the thought of self-care.
The Lesson: Hold your video conversational and easy. This video doesn’t really feel scripted however like an natural dialog with somebody who cares about you. Relatively than coming off like a pushy gross sales pitch like a whole lot of promoting, it makes you need to pay attention.
Professional Tip: All the time embrace captions in movies with talking. This makes your video accessible to a bigger viewers and helps get your message throughout even when viewers have their pontificate.
2. DoorDash
What We Like:
- It makes use of a compelling hook to seize your consideration.
- The advert makes use of a Gen Z narrator to attraction to the demographic on the platform. 78% of Gen Z in the US experiences utilizing TikTok, in response to Measure Protocol.
- The advert makes use of a well-liked impact on TikTok, generally known as green screen, permitting the creator to display how simple it’s to join DoorDash. Combining all these ways provides you a video that appears and feels genuine to the platform.
The Lesson: Know your viewers. From the creator to the hook, it’s clear who DoorDash is attempting to attraction to with this advert: younger adults who need some additional money for enjoyable issues like AirPods. Get to know your buyer persona and cater your TikTok advert to talk to all their pursuits.
3. SuperGoop
Like many millennial ladies, my “for you” web page is commonly filled with make-up and skincare suggestions. So, this SuperGoop TikTok suits proper in.
In it, a creator reveals viewers easy methods to get a “glowy” summer time look utilizing two SuperGoop merchandise.
What We Like:
- A swift size of 29-second
- “Hacks” and how-tos are in style on TikTok. This advert delivers worth as a tutorial for fixing a typical drawback.
- Capitalizes on a easy, first-person narrative voiceover.
- Ends with a name to motion; telling viewers to “store now” for the product featured within the video
The Lesson: All the time finish with the following steps in your viewer. It’s one factor to persuade somebody to need your services or products, however should you don’t inform them easy methods to really get their fingers on it, you solely create extra friction.
4. HelloFresh
There’s nothing worse than watching an advert that feels scripted or pressured. One strategy to get round that is by filming a vlog-style video, like this one from HelloFresh:
What We Like:
- Grabs your consideration by mentioning a typical ache level: spending an excessive amount of on the grocery retailer.
- Exhibits your entire buyer journey, from unboxing to having fun with the meal with a beloved one. Viewers get a full recap of a real-life buyer expertise.
- Her advice feels private, virtually like an endorsement from a trusty pal.
The Lesson: Inform a narrative. A part of what makes this advert interesting is that it takes you on a story journey with the primary character. You’re launched to her and her relatable ache level and are compelled to stay round to see how issues end up for her.
Storytelling is a tried-and-true technique in any type of advertising, and TikTok isn’t any totally different.
5. JCPenny
What We Like:
- Advert is framed as a “buying haul,” which is a well-liked format on social media.
- Makes use of a first-person narrative
- Highlights a number of JCPenny merchandise in actual life
- It’s well timed/seasonal, making it much more related to its audience.
- It’s messaging is trustworthy. It acknowledges that folks don’t all the time consider the model as stylish or younger anymore however makes use of the video to show why that’s a mistake.
The Lesson: Deal with objections head-on. I like that JCPenny acknowledged the potential objections of their viewers and addressed them immediately. This reveals they perceive who they’re speaking to and are able to show them improper.
6. Crumbl
Crumbl takes a much less typical method with this TikTok Advert, leaning into studio pictures of its treats and never a single human face — however this works for a model recognized for its aesthetics.
What We Like:
- It’s visually putting — a feast for the eyes. This advert makes use of vibrant colours, swelling music, and slow-motion pictures of its cookies to seize the viewer’s consideration and pique their cravings.
- It makes use of humor and the uplifting message of celebrating “small wins” to attach with viewers.
- Stays true to the Crumbl model and persona.
The Lesson: Keep true to your model. Whereas a speaking head-style video doesn’t actually make sense for Crumbl’s providing, they knew their younger viewers was on TikTok, and it’s someplace they wanted to be. So, they received artistic.
Relatively than leaning into tendencies that didn’t align with their model, they mixed different platform methods that did (humor and motivation) to create one thing that feels genuine to them.
7. Kung Fu Tea
Hashtags play an vital function on social media. They assist customers discover related movies and join with these with comparable pursuits.
For entrepreneurs, they will additionally increase a put up‘s visibility and attain. Kung Fu Tea’s #BobaChallenge is the proper instance of a model harnessing the facility of hashtags in a Model Mission on TikTok.
The problem is straightforward: Stab a straw in your boba cup along with your eyes closed. Foolish? A bit, but additionally extremely participating, easy to execute, and efficient at creating real reactions. Because of this, the #BobaChallenge went viral, racking up 1000’s of likes and shares.
What We Like:
- It’s playful. The problem invitations shoppers of all backgrounds to take part in a relatable expertise (attempting to crack the seal in your Boba) and never take themselves too severely.
- Makes use of a hashtag to encourage UGC and create a way of neighborhood.
The Lesson: Create a way of neighborhood. Social media is all about connection, and utilizing your TikTok Advert to convey individuals collectively over a shared expertise or love of your product is an effective way to make use of this to your benefit.
8. Clearly
Here is one other instance of a Branded Mission centered round a hashtag — however this one leverages TikTok influencers.
Clearly, an eyewear firm, kicked issues off with a branded hashtag (#ClearlyTransform) asking individuals to point out their finest look with their favourite pair of glasses.
The general purpose was to assist individuals really feel assured whereas carrying glasses and introduce Clearly as a model that may make that potential.
To unfold this message even additional, Clearly partnered with 5 high-profile creators, together with TikTok star Leenda Dong (who has 17 million followers).
What We Like:
- The relatable mission of eager to really feel snug and assured in your glasses.
- Makes use of a hashtag to encourage UGC and create a way of neighborhood
- By partnering with TikTok influencers, the problem generated 241,000+ video submissions, 32.7 million engagements, and 12,000 new followers over six days.
The Lesson: Related influencers or creators can actually assist increase the attain of your content material. Discover how your model can accomplice with these your viewers loves in your TikTok Advert.
9. Quince
Like Crumbl, Quince, a way of life model aiming to make luxurious type extra inexpensive, leans into aesthetics in its advert.
What we like:
- It’s quick and candy.
- Creates a way of calm and luxury, precisely the sensation one would need from their fall bedding.
- Nonetheless leans into TikTok’s low-production type with the bed room setting and real-life behind-the-scenes narrative.
The Lesson: Be concise. Your video doesn’t should be lengthy to get its message throughout. Go away your viewers wanting extra.
10. CoverGirl
Like SuperGoop, CoverGirl leans into the recognition of magnificence tutorials on TikTok by creating one utilizing its new basis.
The video reveals a make-up fanatic making use of the muse and hyping up the outcomes. The viewers is getting worth by seeing the product “in motion” and studying a number of suggestions from the narrator.
What we like:
- It reveals the product in motion, not solely educating shoppers easy methods to use it but additionally proving the outcomes it could possibly ship.
- It comes off as pleasant and approachable, not salesy.
The Lesson: Present your product in motion. Nothing quiets doubts like with the ability to see how a product really performs. Subsequent to samples and trials, “demonstrations” like these are among the best methods to scratch that itch in consumers.
Want extra examples? TikTok has a directory that shares high-performing ads. You’ll be able to filter by purpose or advert kind for extra inspiration. All you want is a TikTok Advertisements profile.
Creativity Obtained the Buyer
TikTok promoting gives entrepreneurs a goldmine of alternatives to interact audiences creatively and authentically. Because the examples on this article present, the very best TikTok advertisements are much less about polished manufacturing and extra about relatability, storytelling, and aligning with platform tendencies.
So, do not be intimidated by the ever-mysterious algorithm — begin experimenting with advertisements that captivate and convert.
Editor’s notice: This put up was initially printed in September 2022 and has been up to date for comprehensiveness.
