10 tips for crafting high-converting TikTok ads in 2024

When you think of TikTok, does it remind you of a platform for entertainment or a potential platform for marketing?

If you thought about the latter, then you've made a good choice. With over 30% of the internet’s 5.07 billion users browsing through TikTok, you can tap into a diverse audience with TikTok marketing.

A feature of TikTok is paid advertisements, which are short-form videos that are displayed in between organic user-generated videos.

This is the small window of attention where brands make their mark, or gain potential leads. Leveraging this can help businesses boost brand recall, gain new customers, or keep up with the newest trends, ultimately boosting conversions.

If you're a business who's starting out with TikTok ads or are looking for tips that can boost your views and conversions, you've landed on the right article.  

Read on to learn how to create high-converting TikTok ads and our best tips on the same!

Table of contents

• 10 Tips for Crafting High-Converting TikTok Ads
• Understand your audience
• Embrace short form creativity
• Leverage trends and challenges
• Integrate visual storytelling
• Music and audio integration
• Influencer collaborations
• Utilize user-generated content
• Craft compelling CTAs
• A/B testing and optimization
• Monitoring Analytics and ROI
• Conclusion

10 tips for crafting high-converting TikTok ads in 2024

Given the platform's growth and increasing user engagement, TikTok has become a primary stage for brand visibility and customer engagement. If you already have a strategy and need to refine it, or are starting from scratch, we’ve got your back! 

Let's go through some tips that make your ad strategy interactive, and potentially help boost conversion rates.

Tip 1: Understand your audience

Of the diverse audience out there, crafting effective ads requires you to analyze and understand your target audience. For instance, you can start out by answering:

What is your target audience's age, preferences, interests, and behaviours? And how can you create content around the same?  

Additionally, the platform itself provides demographic insights on audience engagement. You can also utilize third-party analysis tools such as Google Analytics to check engagement rates, keep track of high-performing content, and budget your ad spend accordingly, and soon.  

Tip 2: Embrace Short-Form Creativity

Each social media platform is unique, and TikTok joins the list with its short-form video format. This gives brands the chance to modify their existing content or create new topics by leveraging creativity within a limited time frame. Over time, there are some tips and tricks that can be acquired to retain customer attention such as catchy intro videos, compelling storytelling, and unexpected twists.

It also gives brands the opportunity to come straight to the point and convince their audience of the product or service they offer. You can take this to your advantage and craft compelling content, be on the lookout for better filming tips, and angles, and put out high-quality, short-form content that converts.

Tip 3: Leverage Trends and Challenges

On platforms such as TikTok, Trends and challenges are common. These could be owing to trending audio, a user-generated challenge, or just brands keeping up with the holiday season. The best part about these trends, however, is that the algorithm is tailored to increasingly showcase trending audio or challenges to the audience, to encourage the creation of user-generated content around it.

You can make use of this to gain visibility by aligning ad content with trending challenges. Ensure that you maintain brand relevance and customize your content in a way that fits with the trend while encouraging brand recall. This helps the audience enjoy the content while encouraging them to take actions such as visiting your profile, website, buying a product, etc.

Tip 4: Integrate Visual Storytelling

Visual storytelling is key when it comes to platforms such as TikTok. Trending challenges often involve vibrant visuals, creative filming methods, engaging captions, and effective use of text overlays. Incorporate applications that help you with creating such visuals, and be creative and experimentative with the content your brand puts out.  

Tip 5: Music and Audio Integration

Choose suitable music and incorporate popular audio bites in your videos or add music to video, to overall provide a memorable, hilarious, or brand-recalling experience for your users.

Tip 6: Influencer Collaborations

In the era of micro-influencers on every type of social platform, the benefits of partnering with TikTok influencers can be many. They help amplify brand reach and diversify the audience your content can reach. You can work on identifying the right influencers for your business, negotiating collaborations, and creating collaborative, authentic content. To track engagement metrics and audience compatibility in a more streamlined process, consider using a tool for influencer analytics. This aids in making informed decisions about potential partnerships.

Tip 7: Utilize User-Generated Content

Platforms such as TikTok thrive on encouraging and sharing user-generated content to build trust and credibility. It can also serve as a way for your audience to interact with your brand. Create trends and challenges, and offer loyalty programs for user-generated content around your brand, via your ads. This helps foster a sense of participation among your audience and builds credibility for your brand on the platform.

Damian Grabarczyk, the co-founder and growth marketer of PetLab Co., says, "At PetLab, harnessing the power of user-generated content for our TikTok ads has been a transformative strategy. With a thriving community of over 800K followers, we've taken a unique approach: our ads are a mosaic of genuine customer stories, turning every campaign into a shared journey of pet wellness. This method not only elevates our brand's authenticity but directly impacts our engagement and conversion rates, proving that authenticity isn't just compelling—it's conversational. Through this lens of real-world experiences we've managed to not just capture attention but convert viewers into loyal customers, embodying the essence of what makes TikTok a fertile ground for meaningful connections."

Tip 8: Crafting Compelling Call-to-Actions (CTAs)

Call to Action with short-form videos can help drive conversions. Enable CTA’s such as “Visit Website” or “Visit Profile”, based on the options available on the platform. Consider incorporating QR codes within your video content. These codes can be a quick and interactive way for viewers to access your website or profile, especially when they are viewing content on mobile devices. Align it with your ad content accordingly, to help your audience potentially enter the customer journey.

Tip 9: A/BTesting and Optimization

Platforms such as TikTok modify their algorithms occasionally and encourage users to use new features that are released with their app updates. This raises the need to continuously test and optimize your short-form content to help it rank or distribute better. Elements such as visuals, captions, speed, duration, CTAs, audience engagement and so on can work as factors to help measure ad effectiveness.

Tip 10: Monitoring Analytics and ROI

Monitoring the engagement rates, click-through rates, conversion rates, and so on can help you gauge the effectiveness of your current and past ads. Additionally, they can help refine strategies based on results, and engagement, and help with developing an engaging, brand-authentic tone and format that works best for your audience.

The power of short-form content: TikTok on your marketing essentials, in 2024

Short-form video content enables businesses to create unique content, merge user-generated content, and capitalize on trending challenges.  

By leveraging this, you can reach out to a diverse target audience, collaborate with influencers, and embrace visual storytelling. TikTok ads in specific, also allow employing effective CTAs that engage the audience and allow them to simultaneously enter the customer journey.

The digital landscape is competitive, and it's time for brands to reiterate on platforms such as TikTok to help drive conversions. Strategies like these are crucial and help you excel in a growing, competitive content and advertisement space.