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Best Practices

01

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Thought 1

What do you think of when you think of “TikTok-First” content?

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TikTok-First:

Think like a marketer.

Act like a creator

of TikTok viewers prefer when brands show they understand TikToks and don’t just try to make ads⁽¹⁾

%

79

Source: (1) TikTok Marketing Science Global Diversity on TikTok 2022 conducted by Flamingo Group

Creating for TikTok first is all about producing content that feels authentic to the community and the FYP.

You can achieve this is by shooting with a mobile device and using the app’s native editing tools but it also means engaging your audience they way do on the platform.

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A spectrum

of styles

Making “TikTok-First” content is key. There’s a diverse range of styles and formats that fit the bill.

In 2026, lo-fi content now lives comfortably on TikTok alongside premium, high quality videos.

Give your brand and product more emphasis by making it central to the story and entertainment.

Visual Storytelling Transitions/Edits

Sound

Community Activation

Mastercard

Net A Porter

BMO

C O N F I D E N T I A L & P R O P R I E T A R Y

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Creating for TikTok is different, but shouldn’t be difficult

In summary:

Utilize native tools and effects

Participate in platform culture

Partner with creators

Play, bring joy, have fun

Explore Creative Products for efficiency and scale

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Thought 2

How long should we make our ads on TikTok?

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How:

Take editing cues from our creators and compel viewers to spend more time with your content, your stories and you characters.

Story & Structure:

Source: (1) TikTok Marketing Science Global How to Hook Study [US, UK, GCC] 2023, conducted by Metrixlab

Ads intended to make viewers curious keep them watching 1.4x longer⁽¹⁾

1.4x

They’ll stay as long as they’re entertained.

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C O N F I D E N T I A L & P R O P R I E T A R Y

Edit to extend

the stay

Source: (1) TikTok Marketing Science Global Information Density 2022 conducted by Neuro-Insight

of ads with multiple attention triggers (4-5) perform above ad memorability benchmarks⁽¹⁾

%

60

Think less about how long, and more about how frequently you can command their attention.

The trick is distilling narratives into bite-sized, compelling moments, that allow your content to engage viewers and humanize the characters in your campaign.

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Aspiration

Content Formats for inspiration

Education

Function

Participation

It’s more than what you say – it’s also how you say it and what’s happening when it’s said

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Narrative Energy

A-HA

PROBLEM-SOLUTION

JOURNEY

Narrative Flow

‘A-Ha’�Moment

Problem

Solution

Journey

Resolution

HOOK

Always start high with a hook

Hook early, then compel them to watch through the resolution

Narrative structures for TikTok

“Are you starting a business and looking for the best credit card to start with?”

“Here’s how to get the most rewards through everyday business purchases.”

“ Let me show you all the most important purchases I made to open our new store.”

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Narrative Energy

Narrative Flow

Always start high with a hook

Build up to the unexpected turn that keeps them watching

Solution

Problem

PROBLEM-SOLUTION

With added Visual

HOOK

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Think less about how long and more about how to command attention

Craft a structure that compels viewers to watch for the resolution

Start with a hook and integrate triggers to stimulate attention

To hold the interest of a jaded audience, nothing is more important than unpredictability, a promise that if you look away you might miss something.”

Scott Frank

Writer, Creator

“Monsieur Spade”

In summary:

Story & Structure

Chime

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Thought 3

What’s the best way to keep up with the fast moving trend cycle?

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How:

Stay in-tune with the latest forces and formats on the platform and contribute to trends when they align with your campaign.

Trends:

Source: TikTok Marketing Science Global Trends Survey via AYTM, September 2023. Base: TikTok Monthly Users 18+ [Q9] (n=2,500)

of users say brands should experiment with different types of trends rather than those that relate to their brand image

Stop chasing trends.

Start being on-trend.

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C O N F I D E N T I A L & P R O P R I E T A R Y

Our POV is that Rather than merely trying to catch-up with trends,

it’s even better to practice being on-trend.

That means staying in tune with the latest forces and formats on the platform

Then participating, or even better, contributing to them when they’re relevant to your campaign.

And we know that participating in trends does have a positive impact on viewers too.

Don’t be afraid to try different types of trends on TikTok!

There is no one single type of trend for a specific brand. Explore with different content to reach new audiences

Over 70% of users say brands should experiment with different types of trends rather than those that relate to their brand image

Often the most successful iterations of a trend are the most relatable

And its the creators’ or brands’ creative riffs that compel the viewer to watch -

Every time I saw the Wes Anderson trend, I knew what I was going to get, but I kept watching for the creativity

If you spot a trend that’s relevant to your brand, consider a relatable experience, With your menu items at the center of that experience.

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There are three types of trends, and they can all be leveraged as shortcuts to TikTok First content

Types of trends

Creative prompts that quickly gain traction and buzz through high participation

An emerging user behavior or interest, revealed through new content patterns

Enduring, large-scale behavioral transformations, recognizable on and off platform

Trend Moments

Trend Signals

Trend Forces

Months

Years

Roman Empire

Grimace Shake

Corn Kid

Transitions

Street Interviews

Duets

Body Positivity

AI

Sustainability

Cultural Events

Storytime

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Moment

Signal

Force

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EMERGENCY CONTACT

Current trend showcasing just how unconditional your trust is in those closest to you.

POV STORYTELLING (Louis Vuitton)

Quick Transition narrative template to highlight experiences or shared observations.

FINANCIAL TRANSPARENCY

Honest and even Self-deprecating sharing of financial status and issues

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Participation is good. Contribution is better.

Stay in-tune with the latest forces and formats on the platform
Act agile - text on-screen, VO, and sounds are easy ways to convert content
Be relevant; not every viral trend makes sense for your campaign

In summary:

Trends

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Thought 3:

How do we expand on how creators can impact our content?

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How:

Partner with creators who can amplify your campaign through insightful, creative content, delivered in an authentic, trusted voice.

Answer:

of TikTok Users say they’re more likely to trust brands after learning about them from TikTok creators vs. when they learn about them from ads in their feed

Source: TikTok Marketing Science Global Creators Drive Commerce Study 2022 conducted by Material

%

63

Cast for passion over popularity.

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Build trust through authenticity through community partnerships – staying true to their consumers, creative partners, employees and their brand.

Recognize their consumers’ behaviors
Support their partner’s goals
Highlight community contributions

Bridge the

Trust Gap

Homes

SportsTok

TravelTok

Pro Tip:

What’s Happening

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Our creators know what trends are emerging better than we do, leverage their platform expertise

EVeryone talks about the importance of authenticity on the platform, but we’re not in the business of being authentic, creators are

Their insights are much more in tune with their audience than we could be, invite their unique perspective on your brand or product and services

Don’t give them a script but provide them with the core elements they need to communicate the most compelling aspects of your campaign

finally, tiktoks are more effective when you’re inviting the audience in, rather than pushing a message out, so invite their audiences to engage with you

And Above all, treat creators less like influencers, and more like creative partners.

By being authentic, by being relatable, by being human - brands and creators are building trust

prioritize authenticity with their customers, creative partners and employees

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Creators Of All Forms

Creators aren't just human/on screen. Craft provides audience experience, delivered through creators they trust.

C O N F I D E N T I A L & P R O P R I E T A R Y

Identify interest areas that align with your production

Invite viewers into the production

Build stronger bonds with active communities and passionate fans

Animation Skill

Animation Narrative

Pro Tip:

What’s Happening

@king.science

@enbiggen

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Surprise and Inspire

The experimental spirit of TikTok is driving new and reinvented narratives.

This leads to disruptive narrative formats that surprise audiences and capture their attention, while also inspiring them to join-in on the fun.

TikTok creator @gstaadguy surprises his community with unexpected twists and turns in his content, crafting skits that challenge and keep audiences entertained.

Pro Tip:

What’s Happening

TikTok | Chase Freedom | 2025

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It’s not a message being pushed by a brand. It’s a piece of inspiration to be re-watched, discussed, interpreted and ultimately distributed by the community.

Focus on experience

Convey a feeling

Tell a story with your brand product benefits at

its core

+

=

SUBJECT

HUMOR

INSPIRATION

Free of context

Unexpected

Accessible

The art & science of a perfect pairing

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Unlock honest community conversations rarely found in other spaces.

Partner with creators who naturally connect with their audience
Provide them with the tools needed to succeed, but let them speak for themselves
Build trust by empowering creators to reveal the story behind crafting your ad

In summary:

Creators & Community

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GO NATIVE

Understand what makes ‘native’ looking content

Decide whether you’ll be TikTok 1st or use Creators

If you need to adapt existing assets, establish which editing tricks to use to appear native

GO NATIVE

Choose a narrative structure that best fits your creative idea

Is it short: ‘A-ha’�Medium: ‘Solution-Problem’

Long: ‘Journey’

Understand how that impacts the story of your asset

STRUCTURE

How long will your TikTok be?

What type of hook will you use?

Can you credibly feature your brand of product in the hook?

HOOK

What key messages do you need to land?

How will you intro the content value proposition

Where will your brand/product naturally appear?

Is your CTA clear and concise both in content and captions?

KEY MESSAGING

Think about which event triggers you can use to keep and hold attention

How will you feature:

- Sound

- Scene changes�- Movement�- Product placement�- Text pop-ups�

STIMULATION

What role will sound play?

Will it be: �- Music�- Voiceovers�- Sounds

Check licenses (N/A with commercial music library)

SOUND

Is there an existing trend that I can use to help drive momentum?

Is it a: �- FORCE�- SIGNAL�- MOMENT

Am I executing it in a way where my brand, product �and message is authentic?

TRENDS

PRODUCTION

Is my asset:�- Hi-res�- Framed 9:16�- Within the safe zone

Avoid creative fatigue by: �- Have 4+ assets in each ad group�- Refreshing them every 8-days

PRODUCTION

Cheat sheet to create for TikTok

C O N F I D E N T I A L & P R O P R I E T A R Y

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C O N F I D E N T I A L A N D P R O P R I E T A R Y

Brand:

TikTok-First Production

03

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Create an ecosystem of entertainment

Brand produced content can go farther on TikTok through thoughtful planning, collaboration, and execution.

Leverage the talent, energy and expertise both in front of the camera and behind the scenes.

LEVERAGING CREATORS & PARTNERS

WORLD BUILDING

PRE-PRODUCTION

PLANNING

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TIP #1

The Earlier

The Better

The lifecycle of your brand’s campaign doesn't need to begin when the hero asset is launched. Think about ways to engage the community before or during the pre-production phase to create early fan investment.

Ways To Execute:

Consider bringing the TikTok community in on your casting decisions.

Leverage TikTok’s social listening tools to understand the type of content your audience wants to see (BTS, educational, humorous, etc).

PRE-PRODUCTION

TIKTOK-FIRST PRODUCTION

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TIP #2

On-Set Production

TikTok users love taking a peak behind the curtain. Use production BTS to make your content feel more accessible.

Ways To Execute:

Give set tours to highlight the thoughtful craft behind a production.

Share what life is like on set aka capture the in-between moments.

Give users a sneak peak into the inspiration and process behind some of their favorite content.

Feature products/branding in these casual settings, or even have talent show viewers how they use it

PRE-PRODUCTION

TIKTOK-FIRST PRODUCTION

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TIP #3

Everyone

Is A Creator!

There is just as much talent behind the camera as there is in front of it. TikTok is full of aspiring filmmakers, stylists, make-up artists, composers, etc.

Ways To Execute:

Have a neutral phone on set that talent can pass around to capture video and/or a shared drive where everyone can easily upload their content.

Encourage the cast to interact with fans on TikTok by dueting or replying to comments.

This is also a great opportunity to show the diversity of your brand beyond the cast.

01 | Talent

02 | Creators

03| Crew & Employees

Talent & Creators

TIKTOK-FIRST PRODUCTION

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TIP #4

Bank & Sustain

Extend the life of your production footage to help satiate the appetite of fans and keep them engaged until the next content series or activation.

Ways To Execute:

Think of a sustain content strategy during pre-production to best plan what to capture.

Leverage the playlist feature to put all of your content in an easily discoverable place�
This bank of content can also help inform your paid media strategy and offer more variety to complement traditional paid assets.

01 | Alt Content

02 | Playlist

03| Tools

+

TOPVIEW

BRANDED EFFECT

BRANDED

MISSION

+

IN-FEED

VIDEO

+

SPARK

ADS

+

= ❤️

WORLD BUILDING

TIKTOK-FIRST PRODUCTION

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C O N F I D E N T I A L A N D P R O P R I E T A R Y

PRE-PRODUCTION

TALENT & CREATORS

WORLD BUILDING

Summary

Embrace inspiration from the community to influence how you show up on TikTok

Make downtime on set a moment for viewers to feel more to your campaign

Spotlight candid moments of talent that showcase their expertise

Trust in the natural ability of your talent; no need for bells and whistles

Compliment activations with touchpoints beyond final campaign assets to add nuance and variance

Leverage native platform features to keep audiences engaged until the next brand moment

SUMMARY

TIKTOK-FIRST PRODUCTION

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Thank

You!

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APPENDIX

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Best practices �are guidelines, �not rules

The following recommendations are based on what has worked well for most advertisers. They are a starting point to build upon and discover what works best for you as you test, learn and ultimately refine your strategy.

C O N F I D E N T I A L & P R O P R I E T A R Y

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Create TikTok Style videos from scratch yourself

Work with creators

Work with creative agencies & Production partners

Optimize and

Correct creative issues

CapCut

TTCM

TTCX

Find non-copyrighted music

Commercial Music Library

Case-studies + trending content and sounds

Discover latest trends

Manually exploring

Content trends

DISCOVERY

TREND DISCOVERY

SEARCH FUNCTION FYP

CREATIVE CENTER

CREATION

Smart Fix

C O N F I D E N T I A L & P R O P R I E T A R Y

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TikTok First

Sound ON

✓

Go vertical 9:16

Shoot hi-res 720P+

Content within UI safe zone

DIY/ Lo-Fi aesthetic

Feature people

Lean into trends

Duration 10-50s

Create natural feeling TikTok content that’s authentic to the For You Page to engage your audience effectively

Get started quickly with Symphony Assistant
Be inspired at the Creative Center , dive into the Trends Page, or tap into the Commercial Music Library for sounds
Use Video Templates to short cut your production process
Try CapCut for video editing
Connect with TikTok creators and creative experts to produce native TikTok ads �TikTok Creative Exchange (TTCX), �TikTok One Creator Marketplace

C O N F I D E N T I A L & P R O P R I E T A R Y

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Branding cues in the first 3 seconds

Tap on Creative Assistant for ideas and suggestions
Generate TikTok-ready creative script ideas with Script Generator
Collaborate with Creators via TTCM for a built-in audience
Get a headstart with CapCut Templates and Storyboards
Make use of i nteractive add-ons to capture attention

Display 5-10 words per second

Close with a strong CTA

Hook in the first 6 seconds with suspense, surprise, or emotion

Give context with captions or text overlays

Retain engagement with transitions, stickers, and graphics

Reel �them in

Follow well-proven content structures that sell: Have a hook, highlight your unique selling points, and end with a clear call-to-action

C O N F I D E N T I A L & P R O P R I E T A R Y

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Set up for success

Give your campaign more ad delivery and optimisation options with diversified ad groups and different creatives

Leverage TikTok Creative Exchange (TTCX) and TikTok One Creator Marketplace to develop different visual styles for different audiences
Scale creatives through creator-led content with TikTok Creative Challenge

ad account for your campaigns

1

diversified ad groups per campaign

3-5

creatives per ad group

differentiated creatives in each ad group

By vertical: Lead Ads & Web (5); Shop ads (6); App Ads (7-9)

SMB: At least 3

5

At�least

C O N F I D E N T I A L & P R O P R I E T A R Y

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Evaluate & Optimise

Combat creative fatigue and proactively address any potential issues with your ads. Have a consistent supply of creatives to refresh.

Use Smart Creative or Creative Boost for a hands-off approach to managing creative fatigue
Understand your creative performance and audience through �Video Insights

Check ad performance regularly and refresh when delivery results are few or declining, and Daily New Users are low

Add new creatives to an existing ad group instead of creating a new ad group

Maintain a library of creative assets

Hot tip: Test new ad creatives with small budgets in separate ad groups. If they perform well, add them to existing ad groups.

C O N F I D E N T I A L & P R O P R I E T A R Y

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Evaluate & Optimise

Set up for success

TikTok First

Reel them in

Sound ON

Go vertical 9:16

Shoot hi-res 720P+

Duration 10-50s

Content within UI safe zone

DIY/ Lo-Fi Aesthetic

Feature people

Lean into trends

Hook in the first 6 seconds with suspense, surprise, or emotion

Branding cues in the first 3 seconds

Give context with captions or text overlays

Display 5-10 words per second

Retain engagement with transitions, stickers, and graphics

Close with a strong CTA

Maintain a library of creative assets

Check ad performance regularly and refresh when delivery results are few or declining, and Daily New Users are low

Add creatives to an existing ad group instead of creating a new ad group

1 ad account for your campaigns

3-5 diversified ad groups per campaign

At least 5 creatives per ad group (3 for SMB)

Differentiated creatives in each ad group

Build creative efficiency through with our best practices

C O N F I D E N T I A L & P R O P R I E T A R Y

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Creating for TikTok �is different, �not difficult

Good thing we have a ready suite of tools and third-party solutions for making more effective creatives.

C O N F I D E N T I A L & P R O P R I E T A R Y

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Creative Solutions Snapshot

TIKTOK CREATIVE CENTRE

A free, public-facing website serving as a one-stop shop for TikTok creative resources globally

Ad inspiration�Discover what high-performing ads look like

Commercial Music Library�Select free commercial music for your ads

Creative Assistant

Your AI-powered virtual assistant for creating on TikTok

Interactive add-ons�Preview your ads with add-ons

Script Generator�Produce effective TikTok ad creative scripts

TikTok Trends�Understand of what's trending in your region

Video Editor�Access a suite of TikTok-style editing features

Video Templates�Make compelling videos with only a few assets

TIKTOK ADS MANAGER

Platform for running and managing paid ad campaigns on TikTok

Smart Creative�Automated creative solution that combines creative assets while driving performance

Video Editor�Access a suite of TikTok-style editing features

Video Insights

Analyze video creative performance and understand your audience through video interactions

TIKTOK CREATIVE CHALLENGE

Get high-performance and easy-to-use creative content, at scale from creators. Selected markets only

TIKTOK CREATIVE EXCHANGE

A one-stop shop that enables fast, scalable end-to-end video production support according to your campaign objective and theme

CAPCUT FOR BUSINESS

A CapCut sub-brand tailored for any users with business content creation needs

Storyboard editor�Create a storyboard from existing templates

Templates�Create videos quickly using basic templates or storyboard templates

TIKTOK ONE CREATOR MARKETPLACE

Centralised place with streamlined options to make it easier to choose how you want to create, work with partners, and advertise on TikTok.

C O N F I D E N T I A L & P R O P R I E T A R Y

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I need help with…

Ideation

Production

Optimization

Evaluation

TikTok Creative Center

Smart Creative

Video Insights

Any creative assets?

Make my own assets?

Cap Cut for Business

TTCX Remix

Symphony Creative Studio

Need more assets fast?

Work with creators only?

TikTok One CM

Y

N

Already working with creators?

N

Y

TTCX VCP �Net New

TTCX CLP

Work with creators directly?

Y

N

Symphony Assistant

Creative Boost

DIY?

Y

TTCC

N

C O N F I D E N T I A L & P R O P R I E T A R Y

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Visit Creative Center

For the latest trend data, music, and creative insights.

Creative Center is an excellent free, public-facing resource to deepen your TikTok expertise and see what's trending. This is a great place to kickstart your creative content planning.

Looking for inspiration? Check out:

Top Ads Dashboard – A collection of top-performing ads
Top Ads Spotlight – Creative success stories
Keyword Insights – Trending keywords from TikTok ads
Creative Strategies – Insights for creative success
Creative Tips Finder - Tips to elevate your creative proficiency

Want to see the hottest Trends on TikTok right now? Visit the Trends section for insights on trending hashtags, songs, Creators and TikTok videos.

Want to find the best music for your ads? Visit the Commercial Music Library to browse TikTok's library of music

Want to explore popular products? Visit Top Products to featured in TikTok ads to help identify which products to showcase in your creatives.

Ideation

Production

Optimization v

Evaluation

How to Access: Enter TikTok Creative Center

C O N F I D E N T I A L & P R O P R I E T A R Y

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Safe Zones:

C O N F I D E N T I A L A N D P R O P R I E T A R Y

>>> Be mindful of safe zones when leveraging text or graphic overlays

>>> Test your upload with our preview tool

>>> For more information, please refer to Brandspot and TikTokbrandbook

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C O N F I D E N T I A L A N D P R O P R I E T A R Y

But first… the basics!

FRAME

VERTICALLY

LEVERAGE & TEST SOUND

OVERLAY CONCISE TEXT

GET YOUR

KEY MESSAGE OUT EARLY

USE QUICK CUTS & TRANSITIONS

RIDE THE LATEST TRENDS

Shoot like a Creator, �not a Director.

BE REAL & AUTHENTIC

KEEP IT SHORT & SIMPLE

LEAN INTO LEVITY & HUMOR

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PLAY Communities

Playing in unexpected & many communities

Freedom builds fame & resonance

Grow new audiences

Focus on culture, values, innovation

Macro

Micro

Expected

Unexpected

STAY Communities

Staying in expected & few communities

Familiarity builds belief & trust

Grow current audiences

Focus on category, cause, interest

On TikTok, you can stay in lane and play for fame

&

TIKTOK

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SCALE

New audiences

PENETRATE

New audiences

REACH

New audiences

RETAIN

Existing audiences

More you play, the more interesting and relatable you become

RANGE

PARTICIPATION

STAY

PLAY

&

TIKTOK

C O N F I D E N T I A L & P R O P R I E T A R Y

Why is this slide important

Shows how brands can reach new customers through always in, It explains what a stay and play framework looks like over time as brands interact with more communities and what this means to their customer reach, from retaining , to scaling (new audiences).

Key points to land

We are not saying to remove to stay.
Stay communities should be part of the strategy.
However the more you start to play, the more the communities brand interact with.
Creating 4 key pillars - through the strategy and journey of always in.
From the start (Retain audience - existing).
Then as brands start to play - they begin to reach new audiences.
As they play pool becomes bigger, brands make more impact and penetrate new audiences.
Once they embody and always in strategy, and become part of the community conversations, they are able to scale and reach new audiences.

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50

&

Where can you

In 2025?

Mainstream

Niche

Expected

Unexpected

Sports

Closet Tours

College Culture

Museums

Travel

FoodTok

Gaming

FilmTok

Miniatures

Gardening

Rug Tufting

Poetry

Self Care & Mental Health

Sustainability

Wedding & Bachelorette

Interior Design

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