Creative Insights

Last updated: July 2024

Creative Insights within TikTok Creative Center provides insights to help you optimize your ads based on creative patterns and best practices. You'll be able to view creative patterns across a variety of video styles, selling points, visual elements, and components, as well as sort by metrics. Best practices are also available based on research and the fundamentals of developing TikTok ad creatives.


Benefits

By utilizing Creative Insights, you'll be able to:

  • See which creative patterns, elements, and visuals are popular and top-performing for your industry.

  • Discover new creative patterns that you can test and learn in your next TikTok creative.

    • TikTok labels each creative according to predefined pattern definitions leveraging machine learning capabilities.

  • Find creative insights generated from research and data.

  • Learn which creatives are needed before production.

Note: Creative Insights data is sourced from TikTok ads and does not include organic posts. You can view best practices on all devices. Creative patterns are available on desktop only. All metrics are approximate and not exact performance numbers. TikTok applies algorithms to keep accurate ranking order while protecting business-sensitive data. Metrics should not be used for benchmarking purposes and cannot infer projected ad performance.


Accessing Creative Insights features

  1. Go to Creative Center and log in by clicking the Log in button at the top right-hand corner of the page. If you are not logged in, you will see limited results.

  2. Click Inspiration and select Creative Insights.

  3. [Desktop only] Toggle Creative Patterns at the top to dive into vertical-based pattern insights.

  4. [Desktop only] Filter by Industry & Sub-Industry and Time frame.

  5. [Desktop only] Sort Creative Pattern ranking by clicking the arrows next to any metric.

  6. [Desktop only] Click Related videos next to any pattern to watch videos where the pattern was featured.

  7. Toggle Best Practices at the top to dive into the core TikTok ad creative fundamentals.

  8. Browse the insight cards and find their research source by clicking or hovering over each card.