• Get creative tactics from high performing TikTok ads to use in your next UA campaign
  • Get the latest creative recommendations straight from TikTok for Business
  • TikTok says, “to captivate new audiences, the key is to continuously share fresh and diverse content.”

 

TikTok Creative Hot Tips

To offset the impacts of IDFA loss and automated media buying across networks, mobile game advertisers must be willing to try different platforms to unlock new audiences. To help UA and creative teams adjust to the evolving ad ecosystem, we have compiled expert recommendations for TikTok UA campaigns. Our market insights and creative expertise come from managing over $3 billion in creative and social ad spend for the world’s largest mobile apps and web-based performance advertisers.

TikTok Gaming Ad Creative Recommendations

In their newest creative best practices guide, TikTok for Business recommends the following for gaming ad creative:

  • Appeal to mission- and achievement-oriented gamers through a direct call-to-action in text or copy, with TikTok reporting an 11.3% lift in impressions for this tactic.
  • Showing features and gameplay is more effective than talking about them, with TikTok reporting a 12.6% lift in impressions.
  • Adding an end card to summarize key download information or gameplay tips resulted in a 47.3% lift in impressions.
  • 83.2% of top-performing videos have a resolution of 720p or higher so shoot high-resolution high-quality videos.
  • Always include music or talk track because 93% of top-performing videos use audio.
  • 1 in 4 top-performing videos are between 21 and 34 seconds long, but the length of your video should ultimately be informed by the message you want to get across.
  • Videos that use a full 9:16 aspect ratio see a 60.5% lift in impressions over those that include black space or fit poorly.
  • TikTok users expect to keep their devices in portrait orientation and videos shot in vertical format see a 40.1% lift in impressions compared to videos using a square or horizontal aspect ratio.

TikTok Creative: Graphical User Interface ApplicationTikTok Creative: Graphical User Interface Application

TikTok’s Creative Solutions

As we have reported, without deterministic tracking on iOS or effective lookalike audiences, relying on general broad-stroke creative won’t be enough to profitably expand your audience. However, persona-led creative developed around player motivations, preferences, and interests is the key to sustainable user acquisition. In TikTok’s Creative Solutions: The Ultimate How-to Guide their recommendation is clear: “in order to captivate new audiences, the key is to continuously share fresh and diverse content.” With the platform built on a content graph instead of a social graph, “diverse discovery” keeps users “inspired and energized.”

TikTok for Business Do's and Don'ts

 

When we analyze high-performing ads through the lens of player motivations, such as those identified in Facebook’s 2021 Big Catch Playbook, we can break down why those ads appeal to different audiences.

TikTok Creative: Facebook Motivations

 

TikTok’s List of High-Performing Game Ads

According to public reporting from TikTok For Business Creative Center, below are six examples of high-performing game ads in the U.S. from the past 30 days, based on impressions, CTR, and video view rate. We’ve identified what creative trends these ads leverage to be optimized for TikTok as well as player motivations they trigger.

Numberzilla

TikTok Creative: Numberzilla Puzzle

Genre: Puzzle

Creative trends:

  • augmented gameplay
  • text-based CTA
  • thematic music
  • fullscreen
  • 25 seconds long
  • end card

Player interests and motivation:

  • expertise
  • relaxation
  • challenge
  • decision-making
  • completion

See high-performing UGC ad creative in action here.

 

Zen Match

Zen Match 3

Genre: Match 3

Creative trends:

  • simple gameplay
  • text-based CTA
  • thematic music and sound effects
  • fullscreen
  • end card

Player interests and motivation:

  • expertise
  • relaxation
  • challenge
  • decision-making
  • strategy
  • mastery
  • completion

See high-performing Match-3 ad creative in action here.

 

Buffalo Deluxe Casino

Buffalo Deluxe Casino

Genre: Casino

Creative trends:

  • augmented gameplay with cinematic effects
  • text-based CTA
  • thematic music, voiceover, and sound effects
  • fullscreen
  • end card

Player interests and motivation:

  • excitement
  • surprises
  • challenge
  • achievement
  • completion

See high-performing Social Casino ad creative in action here.

 

PK XD

TikTok Creative: PK XD Simulation

Genre: Simulation

Creative trends:

  • simple gameplay
  • thematic music and sound effects
  • fullscreen
  • end card

Player interests and motivation:

  • self-expression
  • customization
  • design
  • achievement
  • completion

Get proven ad creative strategies for Simulation games here.

 

Teacher Simulator

Teacher Simulation

Genre: Simulation

Creative trends:

  • simple gameplay
  • thematic voice track
  • fullscreen
  • end card

Player interests and motivation:

  • power
  • discovery
  • fantasy
  • achievement
  • completion

Get proven ad creative strategies for Simulation games here.

Lightning Link Casino: Dragon Link

TikTok Creative: Lightning Casino Dragon Link

Genre: Casino

Creative trends:

  • augmented gameplay with cinematic effects
  • text-based CTA
  • thematic music and sound effects
  • fullscreen
  • end card

Player interests and motivation:

  • excitement
  • surprises
  • challenge
  • achievement
  • completion

Get proven ad creative strategies for Casino games here.

To dive even deeper into user acquisition on TikTok, check out Consumer Acquisition’s Definitive Guide to TikTok Ads 2021.

 

Why trust our TikTok creative UA tips?

  • Founded in 2013, we are a technology-enabled marketing services company and creative studio that has managed over $3 billion in creative and social ad spend for the world’s largest mobile apps and performance advertisers.
  • We provide end-to-end creative and user acquisition services for mobile app marketers via performance-oriented creative storytelling, integrated UA, and creative optimization.
  • We provide game-changing results driven by quantitative optimization and a relentless focus on increasing your net profit driven by client-specific, creative learning agendas.
  • Clients we’ve helped grow: Roblox, Glu Mobile, Disney, SuperHuman, Rovio, Jam City, Wooga, NBA, MLB, Ford, Sun Basket, Lion Studios, MobilityWare, and many others.

 

Want better results from TikTok creative UA?

Working with a knowledgeable marketing partner that can provide extensive quantitative creative testing ensures you get the best performance from your TikTok ads. Email us at sales@consumeracquisition.com to discuss your user acquisition goals.

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