Creating TikTok ads but not getting clicks or conversions? The problem might not be your product; it’s your creativity. The good news? This guide will show you how to make scroll-stopping TikTok ad creatives that actually convert. You’ll learn what works, why it matters, and exactly how to improve your next campaign.
Quick Summary: Creative Best Practices & Tips
- High-quality visuals, emotional connection, and clear CTAs drive better results.
- TikTok ad creatives must grab attention in the first 3 seconds—67% of top ads show brand messaging early.
- Ideal length is 9–15 seconds with a vertical 9:16 format; sound and subtitles are essential.
- Use TikTok-native styles: UGC, humor, trending sounds, effects, and text overlays.
- Choose the right ad format for your goal—TopView for reach, In-Feed for engagement, Spark Ads to boost organic posts.
- Incorporate influencers and KOLs for reach and authenticity.
- Check TikTok’s Creative Center regularly to stay updated with current trends.
- Combine UGC with branded content for more relatable and effective ads.
What is TikTok Ad Creative?
A TikTok ad creative refers to the visual and audio elements used in a TikTok advertisement to capture attention, engage viewers, and communicate a brand’s message. This can include videos, images, text, music, and effects.
The goal of an ad creative is to stand out in TikTok’s content feed, drive engagement, and encourage users to take action.
To better understand TikTok ad creative, let’s break down of TikTok ads structure below.
At the highest level is the Ad Campaign, where you define the main objective of your campaign. Each campaign contains one or more ad groups. The ad groups allow you to set specific parameters, such as targeting options, budget, ad placement, and scheduling.
Finally, inside each ad group, you design the individual ads. These are the ad creatives (images, videos, or text) that are shown to your target audience. Each ad can have different formats or creatives.
Why Do Good TikTok Ad Creatives Matter?
On TikTok, content moves fast, and so do your potential customers. That’s why your ad creative isn’t just a visual asset; it’s your first (and sometimes only) chance to make an impression. Here’s why strong TikTok creatives are more important than ever in:
- Users scroll quickly: You only have a few seconds to catch their attention. Without a compelling hook, they’ll swipe away in an instant.
- The algorithm rewards engagement: TikTok’s algorithm favors content that drives interaction. The more your ad gets watched, liked, or shared, the more reach it earns organically and through paid delivery.
- Creative quality directly impacts ROAS: Even with perfect targeting, poor creative will drag down your performance. High-quality, engaging ads often lead to lower CPMs and better conversion rates.
- Your brand image depends on it: Especially on TikTok, where trends and tone evolve rapidly, your creative sets the tone for how audiences perceive your brand.
According to TikTok, 67% of top-performing ads include the brand message within the first 3 seconds. In other words, timing and presentation matter a lot. Ultimately, your creative isn’t just something you plug into your ad campaign, but it’s the engine driving results. Get it right, and the rest of your campaign will follow.
8 Tips to Create Winning TikTok Ad Creatives
Before we dive into the full breakdown, here’s a quick overview of the top strategies you can apply right away to boost your TikTok ad performance:
- Use the right TikTok ad format
- Follow TikTok’s ad specs
- Keep videos short and native-looking
- Hook attention in the first 3 seconds
- Use trending sounds and effects
- Incorporate user-generated content (UGC)
- Add text overlays strategically
- Collaborate with influencers or KOLs
Use the Right TikTok Ad Format
Not every ad format works for every goal. TikTok provides advertisers with various ad types based on bidding strategies or campaign objectives like traffic, views, conversion, etc. Each ad type has unique advantages and disadvantages, and choosing the right one depends on your campaign goals, budget, and target audience.
You can start by defining your campaign goal (e.g., conversions, reach, engagement), then build your creative to match the strengths of the chosen format. For example, if your goal is to get app installs, Spark Ads featuring UGC or creator demos tend to outperform polished studio footage.
>>> Read more: All TikTok Ad Types You Need to Know [Update 2025]
Use the right specs for your ads
Using the correct formats and specifications for your ads is crucial for ensuring they are displayed correctly on TikTok. There are some standard conditions for all videos on TikTok, like:
- Aspect ratio: 9:16 (full vertical)
- Resolution: At least 720 × 1280 pixels (higher is better)
- Duration: 9–15 seconds recommended; max 60 seconds for in-feed ads
- File size: Up to 500 MB
- Formats supported: MP4, MOV, MPEG, 3GP, AVI
- Sound: Required—TikTok is a sound-on platform
- Text safety zone: Keep key text and logos away from edges (top/bottom 150px)
However, as we’ve already mentioned, each ad type has its specifications and requirements that advertisers must comply with to get ads approved. So, before creating content or choosing a layout for your video, make sure to check TikTok ad formats and specs for better results.
Keep Videos Short and Native-Looking
On TikTok, users expect content that’s quick, casual, and entertaining. That’s why overly polished or long-winded ads often get ignored. To truly convert, your creatives need to feel native to the platform, and that starts with keeping them short and relatable. You need to focus on:
- Ideal video length: 9–15 seconds. Shorter videos typically perform better because they deliver the message before users lose interest.
- Look and feel: Mimic TikTok’s organic content style. Use handheld camera shots, informal dialogue, or first-person storytelling to make your ad feel less like a commercial and more like content.
- Tone: Keep it light, fun, or informative—whichever fits your brand best. Avoid corporate jargon or scripted voiceovers that feel out of place on TikTok.
Tip: Browse your own “For You” feed to spot content patterns. If your ad doesn’t feel like something that would naturally appear there, it’s probably too promotional.
@rarebeauty Yo mirando mi colección de Rare Beauty✨ #rarebeauty #rarebeautyblush #liquidblush #softpinch #grwm #rarebeautyhaul #aesthetic ” href=”https://www.tiktok.com/music/Tsk-7081892683161094918?refer=embed” rel=”noopener”>♬ Tsk – BTS ended kpop >
Hook Attention in the First 3 Seconds
TikTok recommends that brands should aim to convey their message within the first 3 seconds of a promotional video as it is crucial to attracting viewers’ attention quickly. According to TikTok, 67% of the most successful TikTok ad creatives feature the brand message in the opening 3 seconds. This means that the first few seconds of your video can make or break its success in attracting and retaining an audience.
To make the most of the first 3 seconds, it’s recommended that brands introduce their product or message in a clear and concise way. Creating an immediate impact and grabbing the viewer’s attention with creative visuals and compelling music is essential. By doing this, you’re more likely to encourage viewers to keep watching and engage with your brand.
Use Trending Sounds and Effects
TikTok is a platform that thrives on trends, and music and effects are a big part of that. With one of these elements, it is likely that a video will gain traction and trend on the platform.
To stay current on the latest trends, check out the Explore section on TikTok, which showcases popular videos and sounds. In particular, using tracks with a tempo of around 120 BPM effectively attracts and engages viewers. These songs tend to increase positivity and create an emotional connection with the audience.
Aside from music, using effects in TikTok ad creatives can also be particularly effective. Visual effects not only make videos look more engaging, but they can also increase awareness among users because they can easily use the effect and push it to the trend.
It is important to prioritize using songs and effects appropriate to your video’s context. So, check out TikTok Creative Center for trending music and challenges to incorporate into your ads!
Incorporate User-Generated Content (UGC)
Since TikTok is all about entertainment, it’s important to balance creativity with content that connects with your audience.
A good way to do this is by mixing user-generated content (UGC) with high-quality footage, making your ads both visually attractive and relatable to TikTok users. This helps your ads feel more natural and engaging, increasing their impact.
As such, it’s important for brands to focus on creating TikTok videos that capture the attention of users and provide something of value to them, whether it’s information, humor, inspiration, or any other emotion.
Add Text Overlays Strategically
Using text overlay in videos is a helpful way to emphasize important information without interrupting the viewer’s enjoyment of the content. This is particularly useful when there is a lot of messaging, numbers, or text that needs to be conveyed in the video.
Here’s how to do it right:
- Display key text within the first 7 seconds: That’s when most users decide whether to stay or scroll.
- Use bold, legible fonts that contrast with your background.
- Highlight benefits, offers, or CTAs like “50% off this week” or “Tap to shop.”
- Keep it short and clear—no bulky paragraphs or long sentences.
Tip: Avoid placing text too close to the top or bottom of the screen where TikTok UI elements might block it. Stay within the “safe zone” (center 80%).
Collaborate with Influencers or KOLs
Influencer marketing has become essential to social media advertising, and TikTok is no exception. TikTok influencers, also known as KOLs or KOCs, have the potential to expand the reach of a brand’s promotional videos to a larger audience.
While it may cost more to work with an influencer, it can be an effective way to reach a specific target market. Selecting an influencer whose image and audience align with the brand’s values and target audience is crucial. This can help ensure that the influencer’s endorsement is authentic and resonates with viewers, thereby increasing the likelihood of engagement and conversion.
3 Examples of Effective TikTok Ad Creatives
Now, let’s take a look at 3 highly effective ad creatives on TikTok that various companies have published in recent months.
Pepsi
Pepsi launched a new flavor line in Australia called Pepsi Max. This brand leveraged Brand Takeover Ads, a full-screen format displayed for 5 seconds, leading users to a destination of the brand’s choice if clicked.
The ad showcased three Pepsi Max cans, each featuring a unique flavor, in a bold, dark background with water droplets to emphasize refreshment and appeal. This minimalistic yet impactful design kept the focus on the product, making the flavors stand out.
Pepsi achieved a 24% CTR in one day, reaching 2.4 million users. By the end of the campaign, it generated 10 million impressions, with 936,000 users watching the video until completion.
Duolingo
Duolingo is a famous language-learning app. It has built a successful content strategy by using a playful tone and the personality of its mascot, the Owl Duo. This cohesive visual and branding approach has contributed to the app’s rapid growth on TikTok.
A key part of Duolingo’s strategy is incorporating viral memes, such as the “Evil Duo Owl” meme, which the company references on TikTok to remind users to complete their lessons. By leveraging popular memes, Duolingo has boosted its brand awareness and solidified itself as a top player in the education app space.
Currently, Duolingo has about 12 million followers on TikTok and 270 million likes on its videos.
Crumbl Cookies
Crumbl Cookies is a popular U.S. cookie brand known for its gourmet, freshly baked cookies. For a two-month campaign, they launched a fresh TikTok ad to promote their new flavors.
This TikTok ad creative is simply a close-up shot of a dessert being made from scratch The focus on the texture of the dessert, along with the high-quality visuals, immediately grabs attention and creates a truly mouth-watering effect for viewers.
Through this TikTok ad campaign, Crumbl Cookies reached 22 million accounts and gained 2 million new followers, resulting in a 1,500% growth in their follower count.
FAQs about TikTok Ad Creatives
The ideal TikTok ad length is 9–15 seconds. While TikTok allows up to 60 seconds for in-feed ads, shorter videos tend to perform better because they hold attention and deliver the message faster.
Use the TikTok Creative Center to monitor trending sounds, top-performing ads, and creative insights by industry. It’s a great resource to keep your campaigns fresh and relevant.
Absolutely. UGC is one of the most effective formats on TikTok; it feels authentic and drives trust. You can repurpose organic videos from real customers or create UGC-style content in-house.
Yes. TikTok is a sound-on platform, and videos with music or voiceovers consistently outperform those without. You can use trending tracks from TikTok’s Commercial Music Library or original audio.
Yes, and it’s highly recommended. Partnering with creators whose audience aligns with your brand can expand reach and improve conversions. Spark Ads allow you to boost their content directly from their profiles.
Wrap-up
TikTok is not just a social media platform for entertainment, but it also presents a remarkable opportunity for businesses to expand their reach and connect with potential customers. With the nine tips we’ve shared, you can create TikTok ad creatives that are both captivating and effective.
