This 2023 TikTok Ads Strategy Breaks All the Rules

Introduction

In this article, you'll discover a game-changing approach to TikTok ads that can transform your ad performance dramatically. We'll explore a five-part formula and learn about breaking a common misconception that could be holding your TikTok ads back. This strategy, developed by Matt Johnston, has shown significant improvements, producing click-through rates as high as 5% and a fivefold return on ad spend.

Why TikTok Ads and Why Now?

The Current Ad Landscape

Facebook Ads: Still effective but increasingly expensive with data complications post-iOS 14.
Google and YouTube Ads: Historically pricey.
TikTok: More affordable and currently a profitable "land grab" opportunity.

TikTok is not just for teenagers. Over 53% of TikTok users are above 30, making it a valuable platform for a broader audience.

Breaking the Misconception About Native Ad Creative

Contrary to popular belief, the best-performing TikTok ads should not necessarily resemble native TikTok content. Instead, they should stand out, or "pattern interrupt," to capture users' attention. High production value, depth of field, and sophisticated lighting can help your ad stand out in the TikTok feed.

Pattern Interrupt Techniques

Cut every two seconds and switch shots often.
Include personality hits every 10-12 seconds with sound effects or b-roll.
Experiment with audio to disrupt the norm, such as whispering at the beginning of the ad.

The Five-Part TikTok Ad Formula

1. Tease a Secret

Start by teasing a secret to hook the viewer, similar to how YouTubers keep viewers engaged.

2. Tell a Story

Share an empathetic pain point that resonates with your audience. Example: Starting a YouTube channel and struggling to gain viewers.

3. Turning Point

Introduce the unique solution your product offers.

4. Teach

Provide three quick, valuable tips or steps related to your product.

5. Transition

End with a clear call to action.

For best outcomes, use ads up to the full 60-second limit.

Audience Targeting on TikTok

TikTok is evolving into a search-based platform, particularly among Gen Z users. This opens up opportunities for intent-based advertising, allowing you to show your ads to users who are actively searching for the solutions you offer.

Specific Targeting Tips

Be precise with your targeting parameters.
Specify the age group and geographical area to filter out non-relevant audiences.

Conclusion

The TikTok ad landscape is ripe for innovative strategies that break conventional rules. By leveraging high-quality production, strategic pattern interrupts, and specific targeting, you can significantly improve your ad performance.

Here are six more marketing opportunities to explore.

Keywords

TikTok Ads
Pattern interrupt
Five-part formula
Gen Z targeting
High production value
Intent-based advertising
Click-through rate
Return on ad spend

FAQ

What makes TikTok ads different from other platforms?

TikTok ads are currently more affordable and effective due to less competition and broader age demographics. They also offer a unique opportunity for intent-based advertising similar to Google and YouTube.

What is a pattern interrupt?

A pattern interrupt involves changing a repetitive pattern to snap viewers out of their daze. Techniques include frequent shot changes, personality hits, and unique audio cues.

Why shouldn't TikTok ads look like native TikTok content?

Ads that look like standard TikTok content may blend in rather than stand out. Higher production values help your ad break the pattern and grab attention.

What is the five-part formula for TikTok ads?

The formula includes teasing a secret, telling a story, presenting a turning point, teaching valuable tips, and transitioning with a clear call to action.

How should I target my audience on TikTok?

Be specific with your targeting parameters, including age and geographical area, to make the algorithm work better for you. TikTok's emerging use as a search engine also allows for more intent-based audience targeting.