TikTok has published a new set of data-driven best practices based on thousands of ads to help advertisers drive conversions on the platform.
Earlier this year, TikTok published a set of best practices to help advertisers drive more impressions with their ads on its platform. Now, it’s going in for round two with a new set of recommendations – this time focused on creative best practices to entice customers to take that next step and convert.
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The recommendations for maximizing conversion with ads, published last week, are based on the automated analysis of thousands of ad campaigns run on the platform. TikTok then compiled the data gathered by machine learning into a series of tips for various industries and verticals.
First off, TikTok shares some key elements that its highest converting campaigns have in common and provides some universal best practices for driving conversion.
The analysis confirms that practices such as shooting in high resolution (720p or higher), using full-screen portrait presentation (9:16), sharing a clear CTA, and keeping the ad’s messaging between 21 and 34 seconds maximum, can contribute to boosting ad performance and conversion on the app.
In terms of industry-specific best practices for driving conversions, TikTok suggests using an offer or CTA within closed captions or on-screen text to bring more conversions in eCommerce. For example, the appearance of an offer or CTA leads to an 80% conversion lift, but when a human voiceover narrates the offer, the number rises to 87%.
In addition, videos that used a variety of scenes led to a 38% lift in conversion compared to ads based on a static shot.
For the gaming industry, the report points out that ads containing at least five scenes led to a 171% lift in conversion compared to those with fewer scenes. In addition, gaming sector ads containing and displaying on-screen text within its first 7 seconds also saw a 43% lift in conversion.
Finally, the data used to issue TikTok’s recommendations has been validated across different regions to form global best practices. The data is also based on analysis of campaigns of all budget levels, so the platform indicates that the findings and suggested best practices are applicable and practical for campaigns of all sizes.