Optimizing Ad performance for any digital channel or platform can feel like a daunting and overwhelming task. There’s a lot to think about: where do you put your focus? Impressions? Conversions? Both?
Previously, social media platform TikTok published a set of data-driven impressions. This round of recommendations focuses on creative best practices to entice customers to take that next step and convert.
Each piece of guidance below has been proven by data to boost conversion. Their team has used a machine learning model to analyze the performance of thousands of ads on our auction platform to uncover a series of best practices for creative to help you achieve the optimal conversion rate. Their model is designed to identify certain creative attributes, such as video duration or closed captioning. A performance ranking is then assigned based on that attribute’s likelihood to achieve a high conversion rate in the auction. These data are validated across each region to form global best practices.
Universal best practices for driving conversions:
Before getting into recommendations for specific industries and verticals, let’s take a look at some universal best practices that apply to ads across the board.
Shoot in high resolution –Â
Even on smaller screens, video quality matters and sends a signal about your brand’s attention to detail. Our data found that videos shot at 720p resolution or higher saw a massive 312% lift in conversion compared to lower resolution videos.
Go full-screen for full effect –Â
While letterbox (16:9) format may rule the roost at the box office, on TikTok it’s all about the vertical formats. Most TikTok users engage with the platform in portrait mode, and shooting in 9:16 aspect ratio ensure you will maximize the screen real estate for full impact with your audience.
Rally your audience to take action –Â
Don’t beat around the bush or try to be too clever. Give your audience the clear and direct action they need to take to convert. Calls to action (CTA’s) in text format have shown to provide an astonishing 152% lift in conversion compared to videos that don’t clearly state what their audience should do next.
Keep it short & sweet –Â
Video ads on TikTok that fell between 21 and 34 seconds in length received a 280% lift in conversion compared to videos that fell short or long of that duration window. Of course it’s OK to go shorter or longer when the situation calls for it, but, as in the story of Goldilocks and the Three Bears, there is something just right about being in the middle.
If your brand is new or just starting to explore TikTok, get started by setting up a TikTok Ads Manager account today.
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