Social Media Guidelines
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      TikTok Creative Best Practices

      Find inspiration and learn how to create the most engaging TikTok creatives

      Your choice of creative will have a large impact on the performance of your campaign. Here are some of our top tips to maximize your TikTok campaign, by running the ideal creative.

      TikTok First

      Creatives perform best when they are made for TikTok and when they leverage the power of the platform.

      • Ensure that you have the basics, such as using sound/ music, orienting vertically at 9:16, shooting at least 720P resolution, and keeping your content visible within the UI safe zone as per ad specifications.

      • We recommend featuring people such as creators, employees, or customers to capture attention and increase engagement.

      • In terms of aesthetics, go for a DIY or not overly polished style so that it fits in with the user-generated content on TikTok.

      • Lean into trends to make your ads feel more relevant and engaging. Our users like it when brands use trends, memes, or challenges on TikTok to make new content.

      If you're unsure where to begin, explore the Creative Center for ideas and ad inspiration.

      Reel Them In

      Follow well-proven content structures that sell: Have a hook, highlight your unique selling points, and end with a clear call to action.

      • Prioritize your hook in the first 6 seconds to boost engagement and increase watch time. You can do so by creating suspense, surprise, or other emotions.

      • Introduce your content proposition in the first 3 seconds for better recall and awareness.

      • Use captions or text overlays to provide context to your ad. We recommend displaying 5-10 words per second when using text.

      • Utilize transitions, stickers, and graphics in your creative to retain engagement and view time.

      • Guide your audience on what to think, feel, or do with a strong CTA.

      TikTok Creative Specifications

      Requirements:

      • Logo
      • Copy for text on video
      • Product specifications
      • Landing page URL
      • Optional: Background music (MUST BE APPROVED BY ADVERTISER BEFORE SENDING TO US)
        • Have to either provide their own soundtrack or we use what’s in our library


      Suggestions: 

        • Voice-over audio

        • TikTok video examples to use

          • You can view TikTok Creative Center to view popular TikTok ads that you'd like to recreate

        • Not mandatory by highly recommended: video content or images of what they’re provided or produced