In brief
A TikTok ad combines a creative (video or image), texts, a call-to-action button and a destination. TikTok can assemble these elements into variants to find the most effective ones.
Why it matters
On TikTok, the creative carries enormous weight: a poorly suited format (horizontal, too long, too slow) is quickly ignored. The tool recommends at least 2 creatives and advises going up to 6 to improve effectiveness.
The steps
- At the Ad step, open Creatives and add your files from the Creative Library or by uploading.
- Follow the technical guidelines: vertical 9:16 video (larger than 540 × 960 pixels), length of 5 to 60 seconds (15 seconds recommended), maximum file size of 500 MB; profile photo of 98 × 98 pixels.
- Enter several texts (100 characters maximum, 4 to 60 recommended): the preview updates.
- Under Text and options, choose a call-to-action button: dynamic mode (several buttons tested) or a fixed button.
- Fill in the destination: website (with optional URL parameters) or Instant Page, and the tracking (TikTok events, third-party integration).
- Check the preview in the feed.
Pitfalls to avoid
- A single visual and a single text: no variants possible.
- Subtitles or important texts hidden by the interface.
- A horizontal or very long video.
- A destination link that doesn’t match the promised content.
Frequently asked questions
How many creatives? At least two, ideally six or more, including at least one video.
Can I let TikTok enhance my creatives? Automatic enhancements exist: read what they turn on before accepting them, because the variants may differ from the preview.
Key takeaways
- Vertical, short, visually strong from the first seconds.
- Several creatives and several texts = more variants.
- Dynamic button = TikTok picks the best.
Practice in TRIALO
Add 1, 2 then 6 creatives, including a video: follow the list of recommendations in the right-hand panel.