Unlocking Mobile UA and Designing Ads on Tiktok

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14

In these 2 webinars, Shamanth Rao (CEO at RocketShip HQ - Mobile Growth Consultancy) presents how to set up TikTok, talks about best practices for creatives and answers questions.

Source:
Unlocking Mobile UA and Designing Ads on Tiktok
(no direct link to watch/listen)
(direct link to watch/listen)
Type:
Webinar
Publication date:
April 6, 2020
Added to the Vault on:
July 16, 2020
These insights were shared through the free Growth Gems newsletter.
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💎 #
1

It's helpful to specify your app category and your Ad Tags to help performance because the platform is pretty new. You can think about Ad Tags like ASO keywords so the platform starts on a strong foot.

15:25
💎 #
2

Bidding is still imperfect, and sometimes you just need to bid very high but your CPI will be much lower (2nd price auction). CPMs are still a small fraction of Facebook and still lower than Snapchat which often makes up for a lower conversion rate.

21:15
💎 #
3

Your creatives should be creator driven and narrative driven. You can not have a person talking to a camera: you need to have some kind of drama or narrative. 

25:42
💎 #
4

It's critical for your creatives to have movement and be music driven. Even a simple happy dance is better than talking to the camera.

27:29
💎 #
5

Your creatives should portray primary emotions (happy/sad/mad/angry), and they should be very clear. Showing gameplay and app walkthrough does not work.

28:49
💎 #
6

Videos need to look raw, unpolished and unfiltered that look spontaneous. Instagram-worthy is different from TikTok-worthy.

30:48
💎 #
7

One thing is that once you crack your CTR on TikTok (1.5-2%) you know that the creative is going to take off, similar to Snapchat. On Facebook the CTR is only one of the factors.

51:20
💎 #
8

At Liftoff the best app categories are e-commerce, gaming and entertainment apps. Shamanth sees entertainment work well as well, fitness, careers.

54:12
💎 #
9

For creatives, Shamanth has seen the most success with 6-10 seconds creatives. 15 seconds max.

56:54
💎 #
10

You typically do not need to use a CTA because TikTok already adds a TikTok card (Download/Sign Up/Learn More/Etc.).

20:30
💎 #
11

If you like the videos of some people on TikTok, send them a DM. You do not need to go after people with a big following. You don't really need an influencer relationship.

25:25
💎 #
12

You can just use TikTok audio and make it easy for yourself.

29:49
💎 #
13

The sweet spot for number of ads per ad group seems to be about 3 or 4, unless you have ACO.

36:30
💎 #
14

Adapt ads to popular TikTok trends. Example: Duet for creatives. It doesn't have to be just for your creative, monitor the trending hashtags (Ad Tags) as well. Example: #momsoftikto

39:32
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  • Discuss key insights (and any other mobile growth topic) in the members-only community.
Upgrade Your Plan
💎 #
1

It's helpful to specify your app category and your Ad Tags to help performance because the platform is pretty new. You can think about Ad Tags like ASO keywords so the platform starts on a strong foot.

15:25
💎 #
2

Bidding is still imperfect, and sometimes you just need to bid very high but your CPI will be much lower (2nd price auction). CPMs are still a small fraction of Facebook and still lower than Snapchat which often makes up for a lower conversion rate.

21:15
💎 #
3

Your creatives should be creator driven and narrative driven. You can not have a person talking to a camera: you need to have some kind of drama or narrative. 

25:42
💎 #
4

It's critical for your creatives to have movement and be music driven. Even a simple happy dance is better than talking to the camera.

27:29
💎 #
5

Your creatives should portray primary emotions (happy/sad/mad/angry), and they should be very clear. Showing gameplay and app walkthrough does not work.

28:49
💎 #
6

Videos need to look raw, unpolished and unfiltered that look spontaneous. Instagram-worthy is different from TikTok-worthy.

30:48
💎 #
7

One thing is that once you crack your CTR on TikTok (1.5-2%) you know that the creative is going to take off, similar to Snapchat. On Facebook the CTR is only one of the factors.

51:20
💎 #
8

At Liftoff the best app categories are e-commerce, gaming and entertainment apps. Shamanth sees entertainment work well as well, fitness, careers.

54:12
💎 #
9

For creatives, Shamanth has seen the most success with 6-10 seconds creatives. 15 seconds max.

56:54
💎 #
10

You typically do not need to use a CTA because TikTok already adds a TikTok card (Download/Sign Up/Learn More/Etc.).

20:30
💎 #
11

If you like the videos of some people on TikTok, send them a DM. You do not need to go after people with a big following. You don't really need an influencer relationship.

25:25
💎 #
12

You can just use TikTok audio and make it easy for yourself.

29:49
💎 #
13

The sweet spot for number of ads per ad group seems to be about 3 or 4, unless you have ACO.

36:30
💎 #
14

Adapt ads to popular TikTok trends. Example: Duet for creatives. It doesn't have to be just for your creative, monitor the trending hashtags (Ad Tags) as well. Example: #momsoftikto

39:32
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💎 #
1

It's helpful to specify your app category and your Ad Tags to help performance because the platform is pretty new. You can think about Ad Tags like ASO keywords so the platform starts on a strong foot.

15:25
💎 #
2

Bidding is still imperfect, and sometimes you just need to bid very high but your CPI will be much lower (2nd price auction). CPMs are still a small fraction of Facebook and still lower than Snapchat which often makes up for a lower conversion rate.

21:15
💎 #
3

Your creatives should be creator driven and narrative driven. You can not have a person talking to a camera: you need to have some kind of drama or narrative. 

25:42
💎 #
4

It's critical for your creatives to have movement and be music driven. Even a simple happy dance is better than talking to the camera.

27:29
💎 #
5

Your creatives should portray primary emotions (happy/sad/mad/angry), and they should be very clear. Showing gameplay and app walkthrough does not work.

28:49
💎 #
6

Videos need to look raw, unpolished and unfiltered that look spontaneous. Instagram-worthy is different from TikTok-worthy.

30:48
💎 #
7

One thing is that once you crack your CTR on TikTok (1.5-2%) you know that the creative is going to take off, similar to Snapchat. On Facebook the CTR is only one of the factors.

51:20
💎 #
8

At Liftoff the best app categories are e-commerce, gaming and entertainment apps. Shamanth sees entertainment work well as well, fitness, careers.

54:12
💎 #
9

For creatives, Shamanth has seen the most success with 6-10 seconds creatives. 15 seconds max.

56:54
💎 #
10

You typically do not need to use a CTA because TikTok already adds a TikTok card (Download/Sign Up/Learn More/Etc.).

20:30
💎 #
11

If you like the videos of some people on TikTok, send them a DM. You do not need to go after people with a big following. You don't really need an influencer relationship.

25:25
💎 #
12

You can just use TikTok audio and make it easy for yourself.

29:49
💎 #
13

The sweet spot for number of ads per ad group seems to be about 3 or 4, unless you have ACO.

36:30
💎 #
14

Adapt ads to popular TikTok trends. Example: Duet for creatives. It doesn't have to be just for your creative, monitor the trending hashtags (Ad Tags) as well. Example: #momsoftikto

39:32
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PART I - Unlocking ads on TikTok

Why TikTok can be a big deal for mobile UA

Targeting options

  • Lookalikes are the safest place to start.
  • [💎 @15:25] It's helpful to specify your app category and your Ad Tags because the platform is pretty new to help performance. You can think about Ad Tags like ASO keywords so the platform starts on a strong foot.
  • Interests are not that different from Ad Tags.
  • The platform skews younger so you want to exclude 13-17 (unless that's your demo).
  • If you don't see a country in your targeting, talk to your TikTok team.

How does a platform like TikTok compares with LinkedIn, where there is a lot of wonkiness? On TikTok it's hard to calibrate the kind of scale and audiences you can get with TikTok, whether it's LAL or interest audiences.

You need an MMP to run ads on TikTok.

Bidding & tracking

  • [💎 @21:15] Bidding is still imperfect, and sometimes you just need to bid very high but your CPI will be much lower (2nd price auction). CPMs are still a small fraction of Facebook and still lower than Snapchat which often makes up for a lower conversion rate.
  • Inventory costs are typically 9x less than on other channels they are buying for.
  • It's a great time and channel especially if you're in a company that benefits from people spending a lot of time at home.


Winning with creatives

  • [💎 @25:42] Your creatives should be creator driven and narrative driven. You can not have a person talking to a camera: you need to have some kind of drama or narrative.
  • [💎 @27:29] It's critical for your creatives to have movement and be music driven. Even a simple happy dance is better than talking to the camera.
  • [💎 @28:49] Your creatives should portray primary emotions (happy/sad/mad/angry), and they should be very clear. Showing gameplay and app walkthrough does not work.
  • Exaggeration is good: visual effect, something not realistic, not "natural".
  • [💎 @30:48] Videos need to look raw, unpolished and unfiltered that look spontaneous. Instagram-worthy is different from TikTok-worthy.
  • The TikTok app itself is a very powerful editing app.

What if you're not a creative person? Play on exaggerations, dances, etc.


Q&A

  • Targeting based on cellular connection or wifi? Maybe
  • Paying TikTok stars? A lot of brands to that. Cost around mid 5-figures when working with the TikTok team to get creatives produced and media buying with influencers?
  • Performance for mobile gaming? CPI/CPM you can expect at the most 20% less than Facebook and ROAS is slightly less than Facebook for now.
  • In terms of scale you can hit triple digit of spend/day.
  • TikTok approval process? Pretty fast. Keep in mind TikTok adds overlays on your creatives so make sure you anticipate that.
  • To keep impressions, make sure you bid very high.
  • Can you drive to the mobile web or is it only for app installs? You can target web.
  • Can you use deep links? Probably not.
  • Using creatives from "movie-like" videos? If you make it dynamic.
  • Brand awareness and tiktok challenges? You can work with the TikTok team and there is a min budget requirement.
  • Can you target by language? Yes.
  • You use device ids for targeting.
  • Optimizing for installs or in-app events? You can do both but most volume currently comes from app install campaigns.
  • Experience on Snapchat? 2-3 years.
  • [💎 @51:20] One thing is that once you crack you CTR on TikTok (1.5-2%) you know that the creative is going to take off, similar to Snapchat. On Facebook the CTR is only one of the factors.
  • A lot of view-through based conversions - could it be fraud? They are expected because it's a video platform. But still recent platform so maybe not fraud?
  • Some of the best performing app categories besides games?
  • [💎 @54:12] At Liftoff the best app categories are e-commerce, gaming and entertainment apps. Shamanth sees entertainment work well as well, fitness, careers.
  • Can you run re-engagement? Yes.
  • Brand safety (ads not appearing around certain types of content)? You could talk to your TikTok team.
  • What are best practices on video length
  • [💎 @56:54] For creatives, Shamanth has seen the most success with 6-10 seconds creatives. 15 seconds max. ! the download card only shows up after 9 seconds (cf. here).

PART II - Designing ads on TikTok

TikTok style ads

Things change fast on TikTok so spend time there to get new ideas.

What works (and what doesn't) on TikTok

3 pitfalls to watch out for


Make sure you don't have text in the safe zone.

The download card shows up after 9 seconds so make sure your ad is at least 9-seconds long.


5 'templates' for TikTok style ads

Here are templates you can use:

  • Before and after
  • Notice the importance of dancing
  • Duet
  • Actor A and Actor B do the same thing separately and then put them together. Thing about the experience you can showcase.
  • You can adapt this for challenges to (e.g. push up challenge).
  • [💎 @20:30] You typically do not need to use a CTA because TikTok already adds a TikTok card (Download/Sign Up/Learn More/Etc.)
  • Mime
  • Play different characters, quick shots.
  • Play with text

[💎 @25:25] If you like the videos of some people on TikTok, send them a DM. You do not need to go after people with a big following. You don't really need an influencer relationship.

Q&A 2

  • Show primary emotions (sad before, happy after). TikTok is the funniest platform so just try to entertain people.
  • Do you create your own audio?
  • [💎 @29:49] You can just use TikTok audio and make it easy for yourself.

Let's build an ad!

You can create the video on your phone, download it then pass it to your designer to make it look even better.

Q&A 3

  • Placements? Shamanth typically unchecks everything but TikTok
  • Number of ads to test within each ad group?
  • [💎 @36:30] The sweet spot for number of ads per ad group seems to be about 3 or 4, unless you have ACO.
  • Robustness of TikTok analytics? Use your MMP for a lot of your tracking.
  • Shoot your ads on your mobile phone: 95% of edits on the phone. If it's too polished it looks off.
  • Deep linking is currently not really possible.
  • [💎 @39:32] Adapt ads to popular TikTok trends. Example: Duet for creatives. It doesn't have to be just for your creative, monitor the trending hashtags (Ad Tags) as well. Example: #momsoftiktok
  • The creative approval process can be tricky when you're starting up: things to disclose, "this shows violence", "music has profanity".
  • Do small creative iterations work on TikTok? Copy is much less prominent and the text overlay is almost transparent.
  • Ads Library for TikTok? No.
  • If the music is available on TikTok you can assume you can use it.
  • TikTok Ads vs. Snapchat Ads? Audience is younger than Snapchat.
  • It's hard to attribute performance benefits to the hashtag/Ad Tag themselves but it is valuable to be careful about what you're going after. More for targeting than for the copy.
  • Using your current FB/Instagram video on TikTok usually doesn't work.
  • TikTok reps have recommended using the audio in TikTok.
  • Generally, you might want to remove the brand from your videos running on other channels before running on TikTok.
  • Fintech on TikTok with the templates described? Before/After. 



The notes from this resource are only available to premium members.
↘ At this point, you know what to do ↙
Upgrade Your Plan

PART I - Unlocking ads on TikTok

Why TikTok can be a big deal for mobile UA

Targeting options

  • Lookalikes are the safest place to start.
  • [💎 @15:25] It's helpful to specify your app category and your Ad Tags because the platform is pretty new to help performance. You can think about Ad Tags like ASO keywords so the platform starts on a strong foot.
  • Interests are not that different from Ad Tags.
  • The platform skews younger so you want to exclude 13-17 (unless that's your demo).
  • If you don't see a country in your targeting, talk to your TikTok team.

How does a platform like TikTok compares with LinkedIn, where there is a lot of wonkiness? On TikTok it's hard to calibrate the kind of scale and audiences you can get with TikTok, whether it's LAL or interest audiences.

You need an MMP to run ads on TikTok.

Bidding & tracking

  • [💎 @21:15] Bidding is still imperfect, and sometimes you just need to bid very high but your CPI will be much lower (2nd price auction). CPMs are still a small fraction of Facebook and still lower than Snapchat which often makes up for a lower conversion rate.
  • Inventory costs are typically 9x less than on other channels they are buying for.
  • It's a great time and channel especially if you're in a company that benefits from people spending a lot of time at home.


Winning with creatives

  • [💎 @25:42] Your creatives should be creator driven and narrative driven. You can not have a person talking to a camera: you need to have some kind of drama or narrative.
  • [💎 @27:29] It's critical for your creatives to have movement and be music driven. Even a simple happy dance is better than talking to the camera.
  • [💎 @28:49] Your creatives should portray primary emotions (happy/sad/mad/angry), and they should be very clear. Showing gameplay and app walkthrough does not work.
  • Exaggeration is good: visual effect, something not realistic, not "natural".
  • [💎 @30:48] Videos need to look raw, unpolished and unfiltered that look spontaneous. Instagram-worthy is different from TikTok-worthy.
  • The TikTok app itself is a very powerful editing app.

What if you're not a creative person? Play on exaggerations, dances, etc.


Q&A

  • Targeting based on cellular connection or wifi? Maybe
  • Paying TikTok stars? A lot of brands to that. Cost around mid 5-figures when working with the TikTok team to get creatives produced and media buying with influencers?
  • Performance for mobile gaming? CPI/CPM you can expect at the most 20% less than Facebook and ROAS is slightly less than Facebook for now.
  • In terms of scale you can hit triple digit of spend/day.
  • TikTok approval process? Pretty fast. Keep in mind TikTok adds overlays on your creatives so make sure you anticipate that.
  • To keep impressions, make sure you bid very high.
  • Can you drive to the mobile web or is it only for app installs? You can target web.
  • Can you use deep links? Probably not.
  • Using creatives from "movie-like" videos? If you make it dynamic.
  • Brand awareness and tiktok challenges? You can work with the TikTok team and there is a min budget requirement.
  • Can you target by language? Yes.
  • You use device ids for targeting.
  • Optimizing for installs or in-app events? You can do both but most volume currently comes from app install campaigns.
  • Experience on Snapchat? 2-3 years.
  • [💎 @51:20] One thing is that once you crack you CTR on TikTok (1.5-2%) you know that the creative is going to take off, similar to Snapchat. On Facebook the CTR is only one of the factors.
  • A lot of view-through based conversions - could it be fraud? They are expected because it's a video platform. But still recent platform so maybe not fraud?
  • Some of the best performing app categories besides games?
  • [💎 @54:12] At Liftoff the best app categories are e-commerce, gaming and entertainment apps. Shamanth sees entertainment work well as well, fitness, careers.
  • Can you run re-engagement? Yes.
  • Brand safety (ads not appearing around certain types of content)? You could talk to your TikTok team.
  • What are best practices on video length
  • [💎 @56:54] For creatives, Shamanth has seen the most success with 6-10 seconds creatives. 15 seconds max. ! the download card only shows up after 9 seconds (cf. here).

PART II - Designing ads on TikTok

TikTok style ads

Things change fast on TikTok so spend time there to get new ideas.

What works (and what doesn't) on TikTok

3 pitfalls to watch out for


Make sure you don't have text in the safe zone.

The download card shows up after 9 seconds so make sure your ad is at least 9-seconds long.


5 'templates' for TikTok style ads

Here are templates you can use:

  • Before and after
  • Notice the importance of dancing
  • Duet
  • Actor A and Actor B do the same thing separately and then put them together. Thing about the experience you can showcase.
  • You can adapt this for challenges to (e.g. push up challenge).
  • [💎 @20:30] You typically do not need to use a CTA because TikTok already adds a TikTok card (Download/Sign Up/Learn More/Etc.)
  • Mime
  • Play different characters, quick shots.
  • Play with text

[💎 @25:25] If you like the videos of some people on TikTok, send them a DM. You do not need to go after people with a big following. You don't really need an influencer relationship.

Q&A 2

  • Show primary emotions (sad before, happy after). TikTok is the funniest platform so just try to entertain people.
  • Do you create your own audio?
  • [💎 @29:49] You can just use TikTok audio and make it easy for yourself.

Let's build an ad!

You can create the video on your phone, download it then pass it to your designer to make it look even better.

Q&A 3

  • Placements? Shamanth typically unchecks everything but TikTok
  • Number of ads to test within each ad group?
  • [💎 @36:30] The sweet spot for number of ads per ad group seems to be about 3 or 4, unless you have ACO.
  • Robustness of TikTok analytics? Use your MMP for a lot of your tracking.
  • Shoot your ads on your mobile phone: 95% of edits on the phone. If it's too polished it looks off.
  • Deep linking is currently not really possible.
  • [💎 @39:32] Adapt ads to popular TikTok trends. Example: Duet for creatives. It doesn't have to be just for your creative, monitor the trending hashtags (Ad Tags) as well. Example: #momsoftiktok
  • The creative approval process can be tricky when you're starting up: things to disclose, "this shows violence", "music has profanity".
  • Do small creative iterations work on TikTok? Copy is much less prominent and the text overlay is almost transparent.
  • Ads Library for TikTok? No.
  • If the music is available on TikTok you can assume you can use it.
  • TikTok Ads vs. Snapchat Ads? Audience is younger than Snapchat.
  • It's hard to attribute performance benefits to the hashtag/Ad Tag themselves but it is valuable to be careful about what you're going after. More for targeting than for the copy.
  • Using your current FB/Instagram video on TikTok usually doesn't work.
  • TikTok reps have recommended using the audio in TikTok.
  • Generally, you might want to remove the brand from your videos running on other channels before running on TikTok.
  • Fintech on TikTok with the templates described? Before/After. 



The notes from this resource are only available to premium members.

The detailed notes taken for a resource are an easy way to see the gems in context to get a better understanding. They also include any relevant visuals from the source.
↘ At this point, you know what to do ↙
Request Access

PART I - Unlocking ads on TikTok

Why TikTok can be a big deal for mobile UA

Targeting options

  • Lookalikes are the safest place to start.
  • [💎 @15:25] It's helpful to specify your app category and your Ad Tags because the platform is pretty new to help performance. You can think about Ad Tags like ASO keywords so the platform starts on a strong foot.
  • Interests are not that different from Ad Tags.
  • The platform skews younger so you want to exclude 13-17 (unless that's your demo).
  • If you don't see a country in your targeting, talk to your TikTok team.

How does a platform like TikTok compares with LinkedIn, where there is a lot of wonkiness? On TikTok it's hard to calibrate the kind of scale and audiences you can get with TikTok, whether it's LAL or interest audiences.

You need an MMP to run ads on TikTok.

Bidding & tracking

  • [💎 @21:15] Bidding is still imperfect, and sometimes you just need to bid very high but your CPI will be much lower (2nd price auction). CPMs are still a small fraction of Facebook and still lower than Snapchat which often makes up for a lower conversion rate.
  • Inventory costs are typically 9x less than on other channels they are buying for.
  • It's a great time and channel especially if you're in a company that benefits from people spending a lot of time at home.


Winning with creatives

  • [💎 @25:42] Your creatives should be creator driven and narrative driven. You can not have a person talking to a camera: you need to have some kind of drama or narrative.
  • [💎 @27:29] It's critical for your creatives to have movement and be music driven. Even a simple happy dance is better than talking to the camera.
  • [💎 @28:49] Your creatives should portray primary emotions (happy/sad/mad/angry), and they should be very clear. Showing gameplay and app walkthrough does not work.
  • Exaggeration is good: visual effect, something not realistic, not "natural".
  • [💎 @30:48] Videos need to look raw, unpolished and unfiltered that look spontaneous. Instagram-worthy is different from TikTok-worthy.
  • The TikTok app itself is a very powerful editing app.

What if you're not a creative person? Play on exaggerations, dances, etc.


Q&A

  • Targeting based on cellular connection or wifi? Maybe
  • Paying TikTok stars? A lot of brands to that. Cost around mid 5-figures when working with the TikTok team to get creatives produced and media buying with influencers?
  • Performance for mobile gaming? CPI/CPM you can expect at the most 20% less than Facebook and ROAS is slightly less than Facebook for now.
  • In terms of scale you can hit triple digit of spend/day.
  • TikTok approval process? Pretty fast. Keep in mind TikTok adds overlays on your creatives so make sure you anticipate that.
  • To keep impressions, make sure you bid very high.
  • Can you drive to the mobile web or is it only for app installs? You can target web.
  • Can you use deep links? Probably not.
  • Using creatives from "movie-like" videos? If you make it dynamic.
  • Brand awareness and tiktok challenges? You can work with the TikTok team and there is a min budget requirement.
  • Can you target by language? Yes.
  • You use device ids for targeting.
  • Optimizing for installs or in-app events? You can do both but most volume currently comes from app install campaigns.
  • Experience on Snapchat? 2-3 years.
  • [💎 @51:20] One thing is that once you crack you CTR on TikTok (1.5-2%) you know that the creative is going to take off, similar to Snapchat. On Facebook the CTR is only one of the factors.
  • A lot of view-through based conversions - could it be fraud? They are expected because it's a video platform. But still recent platform so maybe not fraud?
  • Some of the best performing app categories besides games?
  • [💎 @54:12] At Liftoff the best app categories are e-commerce, gaming and entertainment apps. Shamanth sees entertainment work well as well, fitness, careers.
  • Can you run re-engagement? Yes.
  • Brand safety (ads not appearing around certain types of content)? You could talk to your TikTok team.
  • What are best practices on video length
  • [💎 @56:54] For creatives, Shamanth has seen the most success with 6-10 seconds creatives. 15 seconds max. ! the download card only shows up after 9 seconds (cf. here).

PART II - Designing ads on TikTok

TikTok style ads

Things change fast on TikTok so spend time there to get new ideas.

What works (and what doesn't) on TikTok

3 pitfalls to watch out for


Make sure you don't have text in the safe zone.

The download card shows up after 9 seconds so make sure your ad is at least 9-seconds long.


5 'templates' for TikTok style ads

Here are templates you can use:

  • Before and after
  • Notice the importance of dancing
  • Duet
  • Actor A and Actor B do the same thing separately and then put them together. Thing about the experience you can showcase.
  • You can adapt this for challenges to (e.g. push up challenge).
  • [💎 @20:30] You typically do not need to use a CTA because TikTok already adds a TikTok card (Download/Sign Up/Learn More/Etc.)
  • Mime
  • Play different characters, quick shots.
  • Play with text

[💎 @25:25] If you like the videos of some people on TikTok, send them a DM. You do not need to go after people with a big following. You don't really need an influencer relationship.

Q&A 2

  • Show primary emotions (sad before, happy after). TikTok is the funniest platform so just try to entertain people.
  • Do you create your own audio?
  • [💎 @29:49] You can just use TikTok audio and make it easy for yourself.

Let's build an ad!

You can create the video on your phone, download it then pass it to your designer to make it look even better.

Q&A 3

  • Placements? Shamanth typically unchecks everything but TikTok
  • Number of ads to test within each ad group?
  • [💎 @36:30] The sweet spot for number of ads per ad group seems to be about 3 or 4, unless you have ACO.
  • Robustness of TikTok analytics? Use your MMP for a lot of your tracking.
  • Shoot your ads on your mobile phone: 95% of edits on the phone. If it's too polished it looks off.
  • Deep linking is currently not really possible.
  • [💎 @39:32] Adapt ads to popular TikTok trends. Example: Duet for creatives. It doesn't have to be just for your creative, monitor the trending hashtags (Ad Tags) as well. Example: #momsoftiktok
  • The creative approval process can be tricky when you're starting up: things to disclose, "this shows violence", "music has profanity".
  • Do small creative iterations work on TikTok? Copy is much less prominent and the text overlay is almost transparent.
  • Ads Library for TikTok? No.
  • If the music is available on TikTok you can assume you can use it.
  • TikTok Ads vs. Snapchat Ads? Audience is younger than Snapchat.
  • It's hard to attribute performance benefits to the hashtag/Ad Tag themselves but it is valuable to be careful about what you're going after. More for targeting than for the copy.
  • Using your current FB/Instagram video on TikTok usually doesn't work.
  • TikTok reps have recommended using the audio in TikTok.
  • Generally, you might want to remove the brand from your videos running on other channels before running on TikTok.
  • Fintech on TikTok with the templates described? Before/After.