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TikTok Creative Best Practices

Follow these creative best practices to ensure the creative is set up for success to drive performance and engagement on TikTok.

Megan Briggs avatar
Written by Megan Briggs
Updated over 8 months ago

Create Native Content for TikTok

The most important thing about TikTok assets is making them native to the platform.

When creating content for TikTok it's important to adhere to best practices to ensure that the key concepts & messaging resonate with the brand's target audience.

In this article, we will cover:

  • Key Creative Elements to Include in Every TikTok Ad

  • Create with Audience & Objective in Mind

  • Safe Zone Guidelines


Key Creative Elements to Include in Every TikTok Ad:

Below are key creative elements that you should include in every TikTok ad or video that you create. Including these creative elements can enhance your videos and encourage audience engagement.

Creative Element

Description

Use Sound

TikTok is, first and foremost, a sound-on platform. Many trends are based on specific music, so it’s critical to include this element.

Attract the Audience

Highlight the product, service, or person within the first :03s of the ad.

TikTok is easily scrollable, so you need to hook users by using sound, movement, or product placement from the beginning.

Create a Call to Action (CTA)

A CTA motivates the viewer to take action through messages of urgency or direction.

Examples: "Sign Up Today" or "Don't miss out - visit our website now"

Video Length

TikTok is a short-form video platform, so you should aim to keep your videos between :06s and :25s.

Keep all logos, CTAs, and text close to the middle of the frame to follow

This will ensure that all graphic elements are in frame and don't get cut off when uploaded to the TikTok platform.

🎬 Quick Tip: Capitalize on Current Trends - You will often need to imitate editing styles, video transitions effects, filters, motions, and creative approaches. to ensure the ads you create fit in as seamlessly as possible with the organic content.


Create with Audience & Objective in Mind

Be sure to have upfront conversations with the brand to gain an understanding of what their goals are. With these specific goals in mind, you will be able to create a story that resonates with the customer's audience, naturally leading to some user engagement.

Ask:

  • Who is the customer's buying profile?

  • What is the customer's primary objective?

πŸ’‘Note: If you have any questions about the brand's goals or objectives, ask in the Activity Log.


Safe Zone Guidelines

What is a Safe Zone​?

TikTok content safe zones preview what content will look like when posted to social media by showing you where the native overlays will appear. When creating content for TikTok applying safe zones is helpful way to make sure none of your graphic elements will get cutoff.

Graphic elements to be considerate of:

βœ… Logos

βœ… Closed Captions or other text

βœ… Call to Action

βœ… Images or Stickers

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