Overview
When creating content for TikTok, it's important to adhere to best practices to ensure that the key concepts & messaging resonate with your target audience. By incorporating key creative elements, you can enhance brand recognition, engagement, and conversion rates.
Before You Begin
Create with your audience and their objectives in mind.
Ask:
Who is the customer's buying profile?
What is the customer's primary objective?
💡 Pro Tip: If you’re unsure about the brand’s goals or objectives, ask for clarification in the Activity Log.
Key Creative Elements
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 |
Sound | 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. |
Video Length | TikTok is a short-form video platform, so you should aim to keep your videos between :06s and :25s. |
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. |
Call to Action (CTA) | A CTA motivates your viewers to take action by creating a sense of urgency and providing clearer direction. 📘 Example:
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Logo & URL | Display your logo throughout the video so viewers know who you are, where to go, and develop a connection with the brand.
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Frame Elements
| Keep all logos, CTAs, text, etc. closer to the middle of the frame to follow safe zone guidelines. This will ensure that all graphic elements are in frame and don't get cut off when uploaded to the TikTok platform.
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💡 Pro Tip: Capitalize on current trends - creating your own version of a popular trend for a specific brand will allow the brand's content to blend in with a user's For You Page, coming across as more organic content (even if it isn't).
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, like buttons and text, will appear. Applying safe zones is a helpful way to make sure none of your graphic elements get cut off.
Graphic elements to be considerate of:
Logos
Closed Captions or other text
Call to Action
Images or Stickers
TikTok Video Specifications
Element | Specification |
Primary Aspect Ratio
| 9:16 (540x960 minimum) |
Video Length
| :06s - :30s |
Recommended File Type
| .mp4 or .mov |
Maximum File Size
| 500MB |
Bitrate
| ≥516 kbps |