TikTok Works: How to Create High-Impact Short-Form Videos

About TikTok Works

TikTok is a global entertainment platform that enables brands to meaningfully connect with people at scale. And as a committed partner to advertisers, our team of experts helps brands make smarter advertising decisions through a suite of measurement solutions. Our global research and measurement partners have proven TikTok delivers measurable business impact across the user funnel. So, to inspire advertisers to achieve more on the platform, we've launched TikTok Works. In this blog series, we'll explore the full-funnel impact that TikTok can drive for your business, with tips, tricks, and success stories.

3 ways to win with short-form videos

In this current business landscape, brands face multiple challenges amid heightened competition. They have to contend with budget constraints amid diminishing returns on ad spend as consumers pay less attention to ads.

Given these challenges, how can brands better plan their creative strategies to drive results? At TikTok, we recognize the value of creative effectiveness in driving business growth. With nearly 2 billion users globally, TikTok allows brands to shine alongside the most entertaining, compelling, and creative content online. It’s the platform where creativity converts — every dollar spent on TikTok leads to incremental returns in revenue, driving 2x higher return on advertising spend (ROAS) than other media channels.

Source: TikTok Marketing Science, Marketing Mix Modelling, SEA, June 2023, conducted by Nielsen

With our tried and tested approaches to content creation, you too can plan your creative assets to drive greater results and achieve higher ROAS on TikTok.

Adopt value, volume, and velocity

Based on our internal meta-study of over 1,000 creatives in the Asia-Pacific region, we learned that three fundamental levers help brands move the needle and drive results.

Through creative assets, brands can clearly communicate the value of their products and services. To optimize creative assets for better performance, make sure there is enough volume per ad group and timely velocity for ad refreshes.

Recut, remix, and reimagine creative assets

Creating content for TikTok is easier than ever. Whether your brand is just starting out or already a creative powerhouse, TikTok has a suite of solutions that can help you recut, remix, and reimagine creative assets to drive results on the platform. You can learn more about our suite of solutions in this one-page briefer.

Here’s a quick guide on how your brand can adopt this creative production framework:

• Recut. Verticalize existing creative assets with a 9:16 aspect ratio.

• Remix. Add custom edits using TikTok elements such as trending music, text-to-voice functions, text overlays, as well as voting stickers and display cards to make existing content feel more native.

• Reimagine. Push the boundaries of creativity by working with TikTok Creators and leveraging community-generated content.

Incorporate creative elements to drive results for your verticals

To better understand which creative elements deliver better performance and incremental conversions, we conducted an internal study across all our verticals to test different approaches and hypotheses. Based on the results of this study, here are some recommendations to drive conversion rates (CVR) for your upcoming creative assets.

Unleash your creativity TikTok

When creativity meets strategy, brands win. By keeping value, volume, and velocity in mind, brands can push their creative assets to drive results. And with TikTok’s suite of solutions, brands can recut, remix, and reimagine creative assets to meaningfully connect with people at scale.

Reach out to our measurement managers and partner managers today for deeper insights into creatives that work.