Your quick guide to the creative essentials for TikTok ads.

TikTok has its own rules, and playing by them pays off for advertisers.

Whether you’re looking to drive awareness and consideration, build trust with creator collabs or connect with Gen Z, here’s everything you need to know to create scroll-stopping, high-performing TikTok ads.

If you’re looking to up your TikTok game, get in touch to chat about how we can help. As a TikTok Creative Partner, we get access to the latest insights to help brands feel native, capture attention and drive results on TikTok.

1. TikTok-first approach

Make it native: Use built-in features like text overlays, voiceovers, and effects to blend in naturally with the feed.

Vertical format: TikTok is all about the full-screen experience. Always shoot content vertically (9:16).

High-quality visuals: Keep it sharp. Aim for 720p resolution or higher.

Optimal length: Shorter videos (15-30 seconds) tend to hold attention and perform better.

Sound matters. TikTok is built for sound-on. Use music, voiceovers, or trending sounds. 

Safe Zones: Keep key text and visuals away from TikTok’s UI (like buttons or captions). Use Genero’s Safe Zone Tool to avoid any awkward overlaps.

2. Engaging storytelling

Strong hook: You’ve got 2–3 seconds to stop the scroll. Start strong to boost engagement and watch time.

Clear messaging: Get your main message across early and ensure your value prop is clear.

Compelling CTA: Clearly tell people what you want them to do next. Take cues from Creators on inspiring action without feeling like an ad.

Engagement is key: The more comments, shares, and likes, the better your ad will perform. Encourage interaction with CTAs like “Tag a mate who needs to see this” or “Drop a comment.”

Loop-worthy content: TikTok favours videos that are watched more than once. Use seamless transitions, captivating hooks, and content that naturally loops.

Timing matters: Post when your audience is most active to boost visibility. Check TikTok analytics for insights.

3. Make it relatable

Unpolished aesthetic: Avoid standing out for the wrong reason. Embrace a less polished style to make your ads blend in.

Consider creators: Partnering with TikTok creators can significantly boost performance by adding authenticity and reach. Leverage Spark Ads, the TikTok Creator Marketplace, or UGC-style content. Even featuring employees or customers can make your ads feel more native.

Trend-driven: Tapping into trends helps your brand feel current and part of the conversation. It’s a simple way to connect with your audience on their level.
Want to learn what’s trending? Click here

4. Consistently refresh your creative

Test diverse creatives: Mix things up. Try different hooks, visual styles and CTA placements to find what performs best and avoid fatigue.

Optimise: Look at performance data to see what’s working – and what’s not. Use the results to tweak your creative and drive better results.

Analyse retention rate: If viewers are dropping off early, refine the pace, visuals or message to keep them watching longer.

5. Know your ad types 

In-Feed Ads appear in the “For You” feed alongside organic content. Best for driving engagement, clicks, and conversions.

TopView Ads are full-screen ads that appear as soon as someone opens the app. Ideal for maximum reach and brand awareness.

Branded Hashtag Challenges encourage users to create and share content around your branded hashtag. Great for boosting engagement and community interaction.

Branded Effects are custom stickers, filters, or effects that users can interact with. Perfect for building brand personality and encouraging creative engagement.

Spark Ads boost existing organic content (from creators or your brand) to make it go further. Ideal for leveraging social proof.

Shopping Ads include formats like Video Shopping Ads, Catalogue Listing Ads, and Live Shopping Ads. These ads allow brands to showcase multiple products and provide users with a swipeable shopping experience within the app.