TikTok Ads

Creative Rules

• First 1-3 seconds determine everything — if viewers don't stop scrolling immediately, the rest doesn't matter
• Native content outperforms ads — shoot vertical (9:16), use trending sounds, avoid polished brand look
• Hook patterns that work: pattern interrupt, bold claim, direct question, unexpected visual, POV setup
• Text overlays are mandatory — 80%+ of users watch with sound off, burned-in captions aren't optional
• Refresh creative every 7-14 days — fatigue hits faster than any other platform, have pipeline ready

Spark Ads

• Spark Ads use organic posts as ads — keeps comments, likes, shares visible and accumulating
• Organic engagement on Spark Ads compounds — viral potential unlike standard ads
• Creator handles can be swapped — run ads from your brand handle or creator's handle
• Require creator authorization code — valid for 7, 30, or 365 days, get longer duration upfront
• Boosting already-performing organic posts is safer than untested creative — data before dollars

Targeting Mistakes

• Interest targeting is less accurate than Meta — TikTok's algorithm learns faster from creative signals
• Start broad, let algorithm optimize — overtargeting restricts the machine learning that makes TikTok work
• Custom Audiences need 1000+ users minimum — smaller lists won't deliver
• Lookalike percentages are different scale — 1% on TikTok is broader than 1% on Meta
• Behavior targeting (video completion, engagement) often outperforms interest targeting

Bidding Strategy

• Learning phase needs 50 conversions in 7 days — budget must support this or campaign never optimizes
• Cost Cap is stabler than Bid Cap for beginners — limits volatility while algorithm learns
• Lowest Cost burns budget fast on launch — switch to Cost Cap after gathering initial data
• Minimum daily budget per ad group: $20-50 depending on objective — below this, delivery is inconsistent
• Don't edit campaigns during learning phase — resets progress, wait until 50 conversions