TikTok Reveals What Makes A Excessive Performing Advert On Its Platform

The hashtag # Summer2020 gained 10.8 billion views over the past year, and TikTok is expected to see even more in 2021.

Many brands have already included this platform in their social media strategies and others will no doubt consider it.

To help brands get the most out of this platform, TikTok has published some best practices.

What are the best practices based on?

TikTok has identified the following best practices based on certain attributes, using subtitles and video duration as examples, and assigning a “performance ranking” based on how that attribute relates to the video reaching a larger audience.


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But before we dive into these best practices, let’s review what the platform’s audience is looking for, based on research into the platform’s own holiday shopping behavior:

74% of TikTok users come to be entertained

The social platform recommends achieving this by interacting with both the developers and the community via trending hashtags, using TikTok ads, and enhancing them with in-app effects.

Sure, it reads like an advertisement for ads, but they’re not wrong.

If the tools are in place, companies should definitely make the most of them.

4 Best Practices for Improving TikTok Ad Performance

TikTok has found that the following best practices improve impressions compared to other video ads that haven’t set them.


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Video resolution of at least 720P

83.19% of the top performing videos on the platform are at least this resolution.

Using this as a benchmark can increase impressions by 5.39%.

Vertical aspect ratio

Of the top performing videos on TikTok, 82.13% used a vertical aspect ratio.

The impact?

A 40.08% increase in impressions compared to videos with horizontal or square aspect ratios.

Use of audio

93.02% of the top performing videos on TikTok used audio, resulting in a 16.05% increase in impressions.

And that’s audio of all kinds.

Whether you’re unpacking a product or using music, all of your TikTok campaigns should consider adding sound with a description.

9:16 aspect ratio

98.63% of the highest performing videos had this aspect ratio, which increased the number of impressions by 60.45%.

This is compared to videos that did not fit the screen properly and resulted in a blank black space on at least one of the edges. a surefire way to make your video content look unprofessional.

TikTok has more tips for ecommerce brands

Using the same measurement that led to their best practice advice, the social platform gave three more pieces of advice for marketers to improve campaign performance:

Make an offer in some way

While only 3.21% of TikTok’s top performing videos featured someone highlighting an offer, impressions increased 67.4%.


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This can be a promotional code or a seasonal discount.

Include scene variations

This is a big one, 99.29% of the top performing videos posted on TikTok used various angles and shots.

The result?

An increase in impressions of 40.56%.

Don’t forget the subtitles

Not only does this help make your videos more accessible, it can also increase impressions by 55.68%.

That’s 73.22% of the top performing videos on the platform.

These statistics also include videos that displayed a CTA or offer as text within the video.

If you follow these best practices, you can see increases in impressions and hopefully other performance metrics as well.


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Featured image: XanderSt / Shutterstock

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