TikTok ads work differently than Meta or Google. The platform rewards authenticity and entertainment. Polished brand ads get scrolled past. Native-feeling content gets watched.
Here's what actually works for TikTok advertising in 2025.
The Golden Rule: Don't Make Ads
Make TikToks. Content that looks like ads performs poorly. Content that looks like organic TikToks performs well. The platform's algorithm and user behavior both favor native content.
This means:
- Vertical video (9:16)
- Filmed on a phone, not a studio
- Real people, not models
- Trending sounds and formats
- Hook in the first second
The Hook is Everything
You have one second. Maybe less. If the first frame doesn't grab attention, they're gone.
Strong hooks:
- Pattern interrupts ("Stop scrolling if...")
- Controversial statements ("This product is overhyped...")
- Curiosity gaps ("I tested this for 30 days...")
- Direct call-outs ("POV: You finally found...")
Content Formats That Convert
UGC-Style Reviews
Person talks to camera about why they love the product. Feels like a friend's recommendation, not an ad.
Before/After
Show transformation. Works for beauty, fitness, home, cleaning products. Visual proof is powerful.
Day in My Life
Integrate product naturally into daily routine content. Subtle but effective.
Unboxing/ASMR
Satisfying sounds and visuals. The unboxing experience creates desire.
Tutorial/How-To
Teach something using your product. Value-first approach builds trust.
Campaign Setup
Start with Conversion campaigns optimized for purchases. Traffic campaigns get cheap clicks but don't convert.
Use broad targeting initially. TikTok's algorithm is good at finding buyers. Narrow targeting too early limits the algorithm's learning.
Budget: Start with $50-100/day minimum. TikTok needs spend to learn. Underfunded campaigns never optimize properly.
Creative Volume Matters
TikTok burns through creative faster than Meta. Plan to produce 3-5 new creatives per week minimum. The platform favors freshness.
Work with UGC creators. They understand the platform and can produce native content at scale. Expect to pay $100-500 per video depending on the creator.
Spark Ads: The Secret Weapon
Spark Ads let you boost organic posts from creators or your own account. They feel more native than standard ads because they're actual TikToks with engagement.
Find creators who already love your product. Pay them to create content. Boost it with Spark Ads. This combo often outperforms traditional ad creative.
Measuring Success
TikTok attribution can be messy. View-through conversions are common because people discover products on TikTok and buy later on Google.
Use UTM parameters. Check Google Analytics for assisted conversions. Survey customers on how they found you. The platform might be driving more value than last-click attribution shows.