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13 TikTok Ad Examples To Inspire Your Creativity Posted: February 6, 2023 @ 8:50 pm

6 TikTok Best Practices To Follow

When reviewing these TikTok ad examples, notice the consistent and engaging style that the brands follow. These TikTok best practices are the key to slowing the user's scroll and capturing their attention.

1. Keep it short and sweet

The ideal length of a TikTok ad is around 30 seconds. But keep in mind that users are known to move on quickly. So if you want your audience to see the social marketing video through, you will need to capture their attention in the first few seconds.

Say or do something unexpected, and then promise to explain by the end of the video. Or, pose a question to the viewer before revealing the answer. These kinds of hooks can peak user interest and increase their odds of sticking around.

2. Include creative visuals

For many people, TikTok is used as an escape from reality. At the end of a long day or in between tasks, users may turn to TikTok for entertainment as they unwind.

To grab the attention of this passive audience, you will need to stand out from the crowd. Use creative visuals like animation, effects, bold colors, and clever copywriting to make your ad pop. And don’t forget to include your brand face, aka the logo design.

If you hope to motivate an action like downloading an app or signing up for a newsletter, your visuals need to be eye-catching enough to snap the viewer out of their relaxed state and make them take notice.

3. Utilize audio

Audio is an essential part of TikTok videos, so don't let it become an afterthought. Creators often use audio to set the stage, connect with viewers, and convey a specific feeling or emotion.

To ensure your TikTok ads resonate with users, pick audio clips that show your brand gets TikTok culture. During the ad creation process, consider what music, TV show, comedy, or other audio clips could bring your video to life and improve the production value.

4. Partner with influencers

Especially as we explore successful TikTok ad examples, it's easy to see the power influencers have on this platform.

When used strategically, influencer campaigns can be an effective way to generate more authentic content and increase engagement. Tap into an influencer's existing audience by working with them to create a branded video or have them promote your products or services directly.

5. Incorporate trends

TikTok is known for its ever-changing trends. But these trends are about more than keeping up with your audience, they are also one of the keys to virality.

If you can identify a growing trend that aligns with your brand, leverage it in your video content. This could be as simple as using the same dance move or audio clip that has been popularized on the platform, or it may require taking part in a challenge or light-hearted prank.

Whatever the trend calls for, TikTok users are more likely to encounter your brand when it is a part of the latest viral craze. So don't be afraid to get creative and join in on the fun as long as your message stays true to your brand's mission.

6. Add a call-to-action (CTA)

At the end of every video include a clear and concise call to action. Tell viewers what to do next and make sure the instructions are direct and easy to follow.

Your CTA could be anything from inviting them to visit your website, asking them to join a challenge, or encouraging them to follow your brand's account.

Of course, only a fraction of viewers will take the action you suggest. But having a CTA still helps ensure those who are interested have an easy way to find out more about your brand.

13 TikTok Ad Examples For Inspiration

If you are ready to get started on your own TikTok advertising campaign, take a look at these 13 TikTok ad examples to get your creative juices flowing.

1) HP's Branded Hashtag Challenge

HP demonstrated its commitment to sustainability with a Branded Hashtag Challenge under the hashtag #HPRadicalReuse. The technology company partnered with content creators around the world to share how they reuse disposable products and reduce waste in their own lives.

Because this content was creator-led, HP was able to appear organically on the platform and encourage users to engage with the hashtag without overtly advertising its products. After the challenge, HP then boosted the campaign's reach with paid in-feed ads. By the end of these two efforts, HP had amassed more than 1.4 billion views and inspired 1.2 million TikTokers to take part in the challenge.

2) Maybelline's Live Shopping Ads

Maybelline jumped at the opportunity to test TikTok Live Shopping sessions and the TikTok Live product. The makeup company started by hosting organic Lives every month for its Indonesian audience, where viewers could shop directly on Maybelline's profile without ever leaving the platform.

After receiving a positive response, the brand began promoting these campaigns with Video Shopping and Live Shopping Ads. In February 2022, Maybelline hosted a 6-hour Live session with continuous product demonstrations. Live Shopping Ads ran throughout the entirety of the event to direct potential customers from their For You page to the shopping session. Video Ads also ran after the event to leverage the best-performing content and drive more sales.

3) Brass' Creator Campaign

Brass is an iOS app that allows users to customize their phone's home page with beautiful backgrounds, themes, icons, and widgets. To promote the app, Brass used TikTok’s Creative Exchange Program to team up with creators that matched the brand's target audience.

Although the videos were more direct advertisements than our previous TikTok ad examples, the content had enough personality and style to be received well by users. Over the course of the campaign, Brass drove more than 120,000 downloads and 2,000 paid subscribers.

4) Kiala Nutrition's Spark Ads

Kiala is a Shopify brand that sells nutritional supplements for women. The brand partnered with creators in the health and wellness space to make content that was both educational and promotional.

Kiala used Spark Ads, to promote these videos natively in-feed. Plus, by linking the brand's Shopify pixel, Kiala was able to leverage value-based prospecting, in which TikTok seeks out only the most valuable potential customers. Ultimately, this strategy drove over 300,000 clicks and 10,000 purchases.

5) Collars & Co's Conversion Campaigns

Collars & Co developed polos that are more stretchy and versatile than traditional dress shirts. The founder films, edits, and stars in each video himself, giving the brand an authentic and relatable feel. Most of the creatives focus on a clothing "hack" and showcase the unique features of Collars and Co's products.

The company connected its Shopify pixel and ran conversion campaigns for its Lookalike and Retargeting audiences. After one month of this strategy, the brand boosted its daily sales and built a following of more than 29,000.

6) Aerie's Dynamic Showcase Ads

Aerie has seen great success on TikTok due to the brand's uplifting and body-positive message. To complement its organic presence, Aerie launched Dynamic Showcase Ads (DSA) which allow TikTok to algorithmically personalize ads for each TikTok viewer.

This campaign beat Aerie's $50 CPA goal by 27%, and a second more highly branded DSA campaign beat this mark by a staggering 78%. This second campaign drove a 2.9% conversion rate and a nearly 8x return on ad spend (ROAS) for the retailer.

7) eBay's Sneaker Showdown

eBay has become a hot spot for collectibles and limited-edition products. To capitalize on this trend, the company took advantage of Voting Stickers shortly after the feature was released. These stickers let users cast their votes in a poll, and the results are shown in real-time.

For this campaign, eBay hosted a #SneakerShowdown in which popular sneakers were pitted against each other in a bracket-style, community-voting tournament. eBay took this engaging concept one step further by offering a discount on the winning shoe at the end of the showdown. Plus, the brand timed the campaign nicely by hosting it during March Madness for maximal exposure and buy-in.

8) Otto's In-Feed Ads

Otto Insurance is a car insurance marketplace that hoped to find its place in the TikTok community. To do this, Otto created a lead generation campaign complete with a Display Card call to action button. Reportedly, the brand leveraged TikTok's best practices and found inspiration through the inspiring TikTok ad examples onTopAds.

After implementing value-based optimization and the lowest-cost bid strategy, Otto generated 862% more leads and a 272% improvement in margins. The brand enjoyed this huge uptick in volume while also seeing a 35% decrease in cost per lead.

9) My Medic's Value-Based Strategy

My Medic developed a full-funnel strategy on TikTok to help drive brand awareness, nurture leads, and ultimately convert customers. To start, the first aid kit ecommerce business integrated with Shopify to build custom audiences. Then, the brand used Collection Ads along with value-based optimization to create a seamless, on-platform shopping experience.

Through these tactics, My Medic generated over 17,000 attributable sales with a 2.5x ROAS. My Medic intends to repeat this campaign along with new creative and new influencer partnerships. To recreate these results, online brands should focus on optimizing their customer service with a cloud phone system and continuously improving the customer experience.

10) Kapten & Son's Video Shopping Ads

Kapten & Son is a growing fashion and lifestyle brand that sells accessories and jewelry. During a flash sale, the business tested TikTok's Video Shopping Ads with a group of its most popular backpacks.

Kapten & Son used a variety of creative styles, from direct narrative videos to fast-paced collections of lifestyle shots. The campaign saw a 10% improvement in ROAS, a 70% drop in CPA, and a 60% increase in CTR (click-through rate).

11) Photomath's Spark Ads

Photomath is an app designed to help students learn math, check their homework, and study for tests. The company teamed up with a diverse set of creators to develop eye-catching content that targeted parents and students.

Photomath split-tested bid cap and lowest-cost bidding strategies in an effort to keep its CPA below $2. Ultimately, this allowed the brand to reduce its CPA by 40% and earn more than 75,000 installs on iOS. Since this campaign, Photomath has rolled the same strategy out to other geographies and TikTok has become its main social media platform.

12) Clearly's Branded Hashtag Challenge

Clearly is an eye-glasses company that donates a pair of glasses for every pair it sells. To increase brand awareness and engagement, the company ran a Branded Hashtag Challenge campaign with the hashtag #ClearlyTransform. Clearly also invested in a custom sound that included the brand's name in the song lyrics. Finally, the company worked with five top creators to kickstart the challenge.

By the end of the challenge, Clearly was able to generate 20 million video views, 12,000 followers, and 241,000 participants. This helped boost not only their brand recall but also their lower funnel results.

13) Monos' In-Feed Ads

Monos is a premium travel and lifestyle brand that sells luggage and packing accessories. To maximize its ad performance, the business tested In-Feed Ads, Spark Ads, and Video Shopping Ads with both in-house and creator-sponsored content.

Monos targeted adults between the ages of 25 and 35 who have engaged with similar content in the past. During their month-long campaign, the brand experienced a 45% reduction in CPA and a 205% jump in ROAS. Plus, because the brand invested in a plethora of content, Monos was able to scale spending to five times its initial budget.

Final Thoughts

These 13 TikTok ad examples provide excellent inspiration and insight for any marketer looking to increase their brand's presence on the platform. Through each brief case study, it is clear that TikTok offers a wide range of ad formats, numerous targeting options, and the potential for great returns on investment.

Brands that can grab users' attention, connect with TikTok's native culture, and remain true to their brand can drive substantial results. So if you are up for the challenge, TikTok may be just the platform you need to take your marketing results to the next level. Good luck!

Bio

Daniel Anderson is a marketing expert who writes about building, buying, and scaling businesses. Learn how to turn ideas into income and plan for financial freedom with the step-by-step guides at TheMoneyManiac.com.

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