TikTok doesn’t offer as much frequency and ad time due to the nature of short-form video, which is its primary engagement tool. As such, and in line with its efforts to provide more monetization options, TikTok has just shared a new set of tips on how you can maximize conversions through TikTok ads, based on thousands of examples within its system.
TikTok used automated analysis to scan its ad network in order to identify key elements of the highest converting campaigns, which could greatly aid you in identifying and maximizing your approaches that drive the best performance. According to the analysis, here is what it found:
4 Key Elements
- Shooting In High Resolution (720P Above)
- Using Full-Screen Displays
- Sharing Clear CTAs
- Short Messaging (21 – 34 Seconds)
As per the analysis, incorporating these four elements in your ads play a big role in boosting performance, primarily because they capture attention and manage to get the message across within an acceptable, or in the case of human attention-spans, ‘tolerable’ time-frame.
If you go over these elements carefully, you’re likely to realize that these are actually industry best practices and have been such for quite some time. You can regard these elements as being ‘Core’ aspects of high-performing ads, and actually act as ‘Templates’ upon which various businesses could pattern their ad formats on. Given TikTok’s current relevance, it’s interesting to see how these elements are highlighted based on TikTok-specific examples.
To add, besides the highlight, TikTok also provided a couple of industry-specific tips, primarily with eCommerce and gaming.
eCommerce
- Using closed captioning or on-screen text that clearly displays an offer or call-to-action drove an 80% lift in conversion.
- A combination of human voiceover illustrating the product and written offer drove an 87% lift in conversion.
- Videos that used a variety of scenes, as opposed to a static shot, led to a 38% lift in conversion.
Gaming
- Gaming ads with five or more scenes showed a 171% lift in conversion compared to those with fewer scenes.
- Videos that utilized onscreen text in the first 7 seconds saw a 43% lift in conversion compared to videos that waited 7 seconds or longer to show text.
The Wrap
All in all, the analysis provides some valuable notes upon which you can act upon in order to improve your own TikTok ads approach. Though overall performance will still mainly rely on your own creative approach, the main purpose of incorporating these elements is to help better guide your ads in connecting with the TikTok audience. So again, while there may be more limitations in terms of generating ad revenue on TikTok, providing ways on how one can go about doing it better does help lessen the gap. Eventually, as the platform continues to evolve its eCommerce approaches, more ad opportunities may yet arise in the future. At least TikTok definitely makes it look like it’s worth the wait.
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