So you tested TikTok ads and failed - these three tips will get you on the right track

Quick Read

The staggering volume of daily attention going to TikTok in 2024 naturally makes it an incredibly appealing opportunity for advertisers
Despite this, we consistently come across brands who have failed at establishing it sustainably within their mix
The most common cause, we’ve found, is marketers cloning part or all of their buying strategy from channels like Meta and YouTube
Unlocking the growth potential of TikTok requires understanding and capitalizing on the platform’s unique behaviors and attributes
In this article we walk through three impactful tactics you need to employ, which could turn TikTok into a meaningful growth channel

Setting the Stage

Over the past decade, the biggest shift in online media consumption has been the meteoric rise of TikTok. Despite this, however, advertising investment levels have been slow to catch-up to its share of attention. Across our ongoing conversations with leading growth stage consumer brands, we’ve observed uncertainty surrounding prioritizing the platform, both due to its ongoing political challenges, as well as an underestimation of TikTok’s ability to sustainably drive high-value traffic at scale.

Underestimate TikTok at your own risk! In a majority of cases we’ve seen advertisers replicating their media buying tactics and creative strategies from other channels (eg. Meta, YouTube) and expecting similar results. But shortcuts often lead to dead ends – finding success on TikTok requires tailoring your approach to the distinctive behavioral and algorithmic nuances of the platform. The good news is that by refining your strategy and creative with TikTok’s innovative tools, and being mindful of what makes TikTok unique, you can quickly set yourself apart and drive meaningful results with minimal time, effort, and resources.

In this article we outline the three primary reasons TikTok pilots fail and provide actionable strategic recommendations to set you on the path to unlocking this powerful channel.

Issue # 1 | Insufficient Creative

Get the right creative for TikTok – and a LOT of it.

Creating effective ads for TikTok requires a different approach than other platforms. TikTok users spend a staggering 58 minutes a day on average scrolling upwards of 200 videos. So TikTok users are quick to spot low quality content or videos they’ve seen before, making it crucial to have a large basket of unique creatives ready at-hand.

TikTok users, who skew younger in age, are highly attuned to user-generated content (UGC) and an increasing number turn to the platform for news, entertainment and advice. They’re also incredibly aware of social trends, many of which are fleeting on TikTok. As such, users are able to easily distinguish ads from organic content by some common missteps: gimmicky messaging, failing to incorporate a genuine personal touch, overuse of AI, or selling too obviously.

Through extensive testing, we’ve observed CTR drop-off on top performing creatives at around Week 5, and CPA increases following shortly after starting at Week 6-7. Mark these timelines in your calendars – it’s advised to refresh the creatives into your campaigns around this point.

Source: aggregated Headlight client data

Fortunately, when that time comes, there are several strategies to overcome the commonly cited issue of low creative output. Here are our top picks for new advertisers to the platform:

Headlight Creative Studio

Work with us and our in-house team of creative experts to generate content that’s perfectly tailored to your brand and positioning, informed by insights from our Growth team. With extensive experience in concept and script ideation, as well as talent management, Headlight’s Creative Studio will ensure your campaigns resonate with your target audience and maximize impact. We provide end-to-end creative solutions – from initial brainstorming to final production – that align with your unique goals, empowering you to stand out in the crowded digital landscape and achieve measurable results.

TikTok users spend a staggering 58 minutes a day on average scrolling upwards of 200 videos. So TikTok users are quick to spot low quality content or videos they’ve seen before, making it crucial to have a large basket of unique creatives ready at-hand.

TikTok One (aka TikTok Creative Challenge)

Part of the TikTok Creative Suite, TTCC is a great plug-and-play source for starting with UGC. It is a transparent marketplace that connects advertisers with creators, where creators are paid based on how much spend their assets drive. The process is relatively simple and can have a high upside to your program’s efficiency and scale. Headlight has scaled clients extensively on TikTok using this feature and our clients have cumulatively received over 3,000 creative since TTCC’s beta launch in late 2022. However, as demand for this unique TikTok product offering grows, it helps to have an agency representative expedite the process.

TikTok In-Platform Creative Tools

In a pinch, iterate off your existing creative using TikTok’s online video editing tool, which offers features like Trending Tracks and AI Music Generation. This can provide a fresh, unique twist to your existing assets and even make them feel more native to the platform aesthetic.

Issue # 2 | Not Understanding Platform Expectations & Context

TikTok’s user behaviors are unique!

Understanding the psychology behind the typical TikTok user is key to succeeding on the platform. Like we mentioned earlier, TikTok users generally come to the platform seeking to resolve boredom or a lack of knowledge. To make your ads resonate with this audience, your content needs to fulfill one or both of these needs. Consider crafting an entertaining skit that showcases how your product can be used, or subtly integrating your product into a daily routine to provide a relatable and genuine viewing experience.

TikTok is outstanding at delivering attention-grabbing content. Its algorithm is incentivized to keep DAU up and engaged for as long as possible. More than on other channels, higher engagement levels on your ads is directly correlated with stronger performance. We’ve found this to be true regardless of positive or negative sentiment, so use the user engagement as feedback for future iterations of ads.

Here are some key features to keep in mind when generating attention-grabbing and retaining ads:

Ride the Wave of TikTok Trends…

…and hot takes to align your content with what’s currently capturing users’ attention. Tap into viral moments and popular themes to make your ads feel relevant and timely, increasing the chances of engagement and shareability. Don’t forget about trending soundbites – which convey a lot more information on TikTok than any other platform because of how easy it is to remix other users’ sounds.

Add a Personal Touch

Although trends are what will bring you the views and engagement, showcasing what makes your brand unique is ultimately what will push users to choose your product over another’s.

Headlight client Klover’s top spending and performing ads all utilized some form of trending track or skit. While all of these incorporated some form of trending concept, all of them speak to one of Klover’s identified personas – a young, savvy individual who loves to explore new experiences, embrace spontaneity, and make the most out of life.

In the first example, this top creative features food trends like raclette, appealing to the foodies of TikTok while showcasing a use case for Klover.

The next example is similar to the mannequin challenge which went viral on other social media platforms back in 2016. On TikTok, the police siren challenge features a trending soundbite and skit – someone caught in the act of doing something they weren’t supposed to do. In this case, the creator indulges in her guilty pleasure of ordering fast-food delivery with the extra cash earned through Klover’s service.

While the last ad shows a relatively generic skit, the soundbite overlaid comes from the Trailer Park Boys. They converse: “How much do we have left? 40 bucks. That’s it?”, which speaks to the older generation who would understand this familiar reference.

Target Broad Audiences

Unless your product has a strict age limitation, you would be surprised at how age group behaviors vary when compared to other platforms.

With Headlight client SwingVision, we observed that the most performant TikTok age group contrasts with what was typically seen in a blended performance view. 78% of all Sign Ups attributed to TikTok via their HYDHAU survey were within the 18-24 age group. All of them started a trial of the service, whereas only 7% of the older demographic started a trial. By the time we reach the Subscription stage in their funnel, all paying users who came from TikTok were born on or after the year 2000.

With 62% of TikTok’s users being under the age of 30, not giving the younger generation a chance to convert removes a huge portion of potential audience. In fact, nearly half of Gen-Z users have made a purchase off of TikTok!

The moral of the story is, unlike behaviors seen on other social media platforms, many of these people turn to TikTok looking for product recommendations and are highly motivated to pay for products that resonate with them. So don’t be afraid to explore and uncover those hidden gems – there’s a high-converting audience ready to be tapped into on TikTok!

Understanding the psychology behind the typical TikTok user is key to succeeding on the platform. TikTok users generally come to the platform seeking to resolve boredom or a lack of knowledge. To make your ads resonate with this audience, your content needs to fulfill one or both of these needs.

Issue # 3 | Not Capitalizing on Trends

Ride the wave – or be your own trendsetter.

TikTok’s ecosystem, with over 100 million users each consuming hundreds of videos per day, creates a fertile ground for trends to spread rapidly. Whether it’s a catchy hashtag, a viral TikTok challenge, or a popular music/sound clip – trends like “Subway Girl”, “My Roman Empire” or “Guy In Finance” can dominate the platform overnight. For advertisers, this presents a gold mine of opportunity – but only for those who can move quickly. By posting regularly, brands can become trendsetters themselves.

Timing is everything on TikTok, as many trends have an incredibly short shelf life, often lasting just a few days or weeks at most. This makes it essential for advertisers to be agile. Monitoring and leveraging these fleeting moments can be a tedious and time-consuming task.

*Source: tiktok.com

Thankfully, you don’t have to rot to get in on what’s hot. TikTok’s expanding integration of AI tools can give brands a significant edge in staying ahead of the curve without having to make trend-seeking a chore. For instance, the Trend Inspiration tool can help you align your content with trending songs and hashtags, while TikTok Top Ads Spotlight offer insights into what’s working for the most active players in your vertical.

A classic advertising adage is that dollars follow eyeballs. As TikTok’s massive userbase matures, the strength of its buying power will grow exponentially. The time is now to start building your brand’s TikTok playbook. By taking these three tips into account, we’re confident you’ll be well on your way.

Headlight’s team of experts are offering a free strategic Audit Session across Growth, Creative & Analytics – a unique opportunity for brands to learn more about how to scale spend with incrementality in mind.

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