TikTok has provided best practices for web auction campaigns. Let’s take a look at recommendations related to creative:
- Use at least 3-5 unique creative assets per Ad Group
- Videos should not be below 720p
- Ensure your videos have audio/sound
- Videos should be longer than 5 seconds, ideally 21-34 seconds
- Use diversified Ad Groups to compare performance of different creative styles
- Partner with TikTok creators using the TikTok Creator Marketplace
- Use CapCut to edit your videos
- Find third-party creative agencies to help on TikTok Creative Exchange
- Refresh creative when experiencing fatigue and/or adjust your targeting, bidding, and budget strategies
- To identify ad fatigue, use “Fatigue Index” that measures day-to-day changes in CPA, reach rate, and performance.
Check out the full resource PDF from TikTok.