Meta/Pin Ad Copy & Creative Best Practices - linked here
TikTok Ad Copy & Creative Best Practices
Ad Copy
Keep ad copy short & concise!
Only 100 characters are allowed, and when viewing the ad, it cuts off at around ~50 characters
The full ad copy is only viewed when the user clicks to view the comments on the ad (the ad copy is the top “comment”
No emojis or hashtags allowed
Workaround for this - in Spark ads, if the original organic post has a hashtag or emoji already in it, once we boost it, it will keep the same caption
Can also utilize emojis in text overlay on the actual video
Specs Requirements:
Aspect Ratio: 9:16 ratio recommended (can also do 1:1 and 16:9)
Video Resolution: Resolution must be ≥540*960px, ≥640*640px, or ≥960*540px.
Video Duration: 5-60s allowed. We suggest short videos of 9-15s.
Videos
Tailor creative to the platform’s unique characteristics
Ensure there is sound for the video - either voiceover, a song (TikTok has a bank of royalty-free music)
At least 3-5 variations for each ad group; creative refresh at least once a month
Have a blend of influencer-style videos and product-focused videos.
In the influencer-style videos, have someone speaking to how much they love the product and why it works for them. The personal tie-in is important to the perceived authenticity.
In the product-focused videos, close ups of packaging and features + on-screen text that describe what is shown on screen + audio (preferably something emulating one of the current trend audios) work well. Using TikTok’s in-app visual enhancement features have a positive impact on CPM and CTR.
Spark Ads: (Essentially dark ads) If you have influencer permission to use their names and profiles in advertising, whitelisting and graylisting ads have a 40% higher CTR than ads run via brand handles
They look even more native and have more clickable UI components
Keep all text and graphics in the safe zone (green part)
Image 1 (left): One line of description text.
Image 2 (middle): Two lines of description text.
Image 3 (right): Three lines of description text.