Creative Tips｜Beauty & Personal Care

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Overview

If you're here for the first time, welcome!

This playbook is designed to inspire and guide advertisers who want to Create for TikTok, and includes some key observations from our Creative Expert team.

To clarify, these are observations that the team has noticed, and are not rules that must be followed. We're not trying to box you in and impose a formula for how to succeed - quite the opposite!

The Basics

Before you get started it’s important to know the basics. Below are some fundamental guidelines when creating ads for TikTok. By familiarising yourself with these guidelines, your chances of improved average ad performance will increase significantly.

The Essentials

We have noticed that when performance advertisers adhere to these essential practices, performance and ROI of ad spend significantly increase.

The next level

Through our observations, we have concluded that with a larger quantity of videos and a diverse pool of creatives, advertisers have an increased chance of better performance.

A high number of creative assets allows for better optimization of asset selection. We recommend spreading your creatives throughout multiple ad groups, while maintaining 3-5 creatives per group. This enables you to utilize each creative, allowing the system to learn what works best for you.

Refreshing and uploading new assets to your campaign will increase your chance of finding a winner!

Observations for creative success

On TikTok, there's really no single formula for success. It's actually more about finding your own voice - being unique and different is what will get you noticed and excite your audiences.

We understand that "being unique" is easier said than done, and may be intimidating if you're new to content creation on the platform. That's where our Creative Expert team can step in to help. Upon reviewing the top-performing creatives that targeted the United States within the beauty and personal care industry, they've identified a few key observations. The best creatives often follow a certain pattern around the way the story is told - some similar components that make up a compelling storytelling flow. We call these Creative Patterns.

Cinematography

When it comes to producing TikTok content, Cinematography are a popular and effective approach. It's proven to be an efficient and easy way to make an impact - by using camera effects and techniques advertisers are able to showcase products through a human perspective while giving it a unique spin that aligns with their personality. Cinematography content has seen a 25% lift in click-through rate , compared to computer-generated-imagery creatives.

💡Think about it

Communities and creators are your best allies. Explore our TikTok Creator Marketplace to find the perfect creator to bring your story to life.

• What is your key message? Have you seen any Creators who would be a good fit for delivering your message?

• Who is your target audience? Is there an existing community on the platform?

• How does your product impact the lives of your audience? Use a Creator to help convey the benefits!

CGI Production

This method refers to creatives that are produced with the help of computer-generated imagery. (images, animation etc.)

💡Think about it

• Are you working with existing assets?

• Think of ways to add new visual elements on top, as an additional layer of entertainment that maximizes engagement.

• Are there any animated characters that could effectively tell your story?

Build Trust

Build trust by tapping into the strong bonds that exist within TikTok communities. Creators are trusted experts within their respective communities. Work with them to build trust with your audiences.

💡Think about it

On TikTok, communities are built on trust and shared experiences. Tap into your desired community with the help of trusted experts, who can more effectively tell your story.

• Do you have a loyal following? Could they help spread your message? Don't be afraid to build on existing content.

• How can your product benefit the lives of your audience? Give advice that will inspire them to try your product, to experience first-hand the value they can get out of it.

• Don't be afraid to do side-by-side comparisons with competitors. This could be an effective way to emphasize your key selling points and get people to try out your product.

Add value

Add value by helping people with their concerns. Give them information that can benefit them, around the topics that they care about. Create educational content that highlights beauty tricks and skills, answer common questions, and help them take their personal care to the next level. They'll thank you for it!

💡Think about it

We've shifted to a post-Covid world, which means that the habits we've acquired during Covid have shaped how we learn new skills. This means turning to TikTok to be educated!

• Add value to your creatives by tapping into EduTok. Use an educational tone to add value to your audience's concerns and desires by introducing your product in a helpful way.

• Show your audience that with the right products and skills, any look is attainable.

Engage

Use unique storytelling techniques to engage your audience. Pose a question or involve them in a process to build a deeper connection. Keep things interactive and exciting.

💡Think about it

Engage your community by speaking directly to them.

• Is there a common problem that your audiences face? Show them that there's an easy solution that will make them feel great!

• Give them what they ask for! Engaging with your community doesn't have to be hard or complex. Respond to questions, provide them with inspiration, or show how your product can be used.

• Something as simple as a beauty haul can yield amazing results. Everyone enjoys a little window shopping - hauls are a good way to emulate that experience. Explore ways of taking offline experiences online!

Trends

Take advantage of the community's evergreen trends and play with them! Always have a pulse on what's hot and trending in any category, and jump on the trends to boost relevance and brand favorability. Head to Creative Center to discover more Beauty & Personal Care TikTok trends!

💡Think about it

Trends are the easiest way to deepen your connection with your audience. Trends are, by definition, "a general direction in which something is developing or changing." They are the perfect indicators of what your audience is interested in. Be top of mind by meeting them where they're at and riding these trends!

• Explore the For You Page for inspiration. Don't be afraid to look outside your industry!

• What are the trends that popular Creators are currently tapping into? As community experts, they know what's resonating and what entertains! Look to them for inspiration.

Special effects

Use visual effects, editing and camera tricks to add a level of excitement and fun to your creative.

💡Think about it

Visual special effects can be used to emphasize the emotions in your story, making your content more relatable and entertaining to your audiences. Together with the use of sound, visual effects help brands create an additional level of entertainment.

Audio

Sound is powerful, especially on TikTok! Use trending music or other audio elements to captivate your audiences through sound.

💡Think about it

• Sound has always been important on TikTok. Make the most of it to capture the attention of your audience and provide them with the best possible TikTok experience. Choose the best track for your creative from our pre-approved tracks on Commercial Music Library!

• Get creative with pairing sounds to your key messages - pick the ones that work best with your content, your product, and your brand image.

Creative Video Scripts

Writing your video script might seem intimidating at first. Where to start? There are so many possibilities!

Don't worry, we're here to provide you with a few creative examples that should serve as thoughtstarters to get you going. As you write your video script, always remember to write with your audience in mind. Ask yourself these questions: How do they want to be spoken to? What resonates with them? For the beauty category, make sure to keep it conversational and casual -- infusing the right humor, tone, and inflection accordingly.

In terms of flow, we can break down script into three parts: the beginning, the middle, and the end. Each section should have its own unique purpose and content that supports the overall video. Understanding the logic behind each section will help simplify the script-writing process.

Creative Tips for Script-writing

Let's try!

Test It Out!

• Play around with the different combinations of Creative Patterns, Product Information, Hooks and CTAs.

• Mix and match to create plenty of engaging creative assets with different storylines!

Get started now by jumping into TikTok Ads Manager and let your creativity take over!